Strategic Consulting
Presented by Lesley Thompson, University of Denver
Mirko Widenhorn, iModules
913.888.0772 | imodules.com
What We’ll Cover
Strategic Consulting Overview
University of Denver’s Consulting Project
Tips to get you started
Strategic Consulting
Getting the web traffic that you want?
Wondered who reads your emails?
Have a small staff and need to be more efficient?
Getting the most out of Encompass?
Denver’s Encompass set-up
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177,634 constituents
120,000 alumni
22 schools/units using Encompass
279,000 non-member records
6.2 million emails sent in FY14
24% open rate (FY14)
207 administrators
Changes made since April ’13
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Monthly reporting system
Info sheets for admins on email topics
Email segmentation requirement
Email scheduling system
Email analysis and subject line testing
Consulting questions
How well are we using Encompass?
• Can Encompass be used more efficiently?
• How can the constituent experience be improved?
Are we sending too many emails?
Does our community structure make sense?
What data can we use to track progress?
Consulting Process
• Scoping call to identify priorities
• Review every aspect of Encompass tools
• Events, log-in process, campaigns, site usability…
• Email analysis
• Overall email marketing analysis
• Detailed three-month analysis
• Benchmark data for events, giving, email…
• List of recommendations and action plan
Findings: Encompass tools
• Site usability
• Integrate Encompass features into overall navigation
• Events
• Use attendee list option, Who’s coming link
• Create event reminder emails
• Log-in Process
• Reduce length of first-time login process
• Campaigns
• Add Support button to navigation
• Move Support buttons in email communications
Findings: Email analysis
Open rates - FY14
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
Findings: Email analysis
Open rates by day of week
26%
25%
24%
23%
22%
21%
20%
19%
Sunday
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Findings: Who Denver is reaching
• 61% of constituents opened at least one email during
three months
• 48% opened more than one email
• 533 constituents opened 100% of all emails (min of 10)
• Average number of emails: 19
• Breakout provided of how many emails received
Impact of consulting project
• Served as audit of online presence for upper-level
administrators
• School by school data reinforced good practices
• Provided data to move forward with different community setup
• Adopted recommendations for efficiencies and to improve
constituent experience
• Greater buy-in of Encompass and iModules across division
Implemented strategies
• Include Constituent IDs in emails
• Ease of access to events, giving pages, profile
information and more
• Utilizing Class Notes
• Implemented donation category for all events
Results
• Reconciliation process is significantly easier and more
streamlined
• Online donations have increased by 20%
• Donations are recognized in real-time rather than once a
month
• Non-member records have held steady
• And, constituents and administrators are happier!
To get you started
Set goals for your site
• Tied to institutional or divisional priorities
Why goals are important:
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Provide a way to focus your efforts
Know where to invest time
and resources
Track and share progress internally
and externally
To get you started
Vision: Engage all alumni with the institution
Sample goals:
• Increase the engagement of recent alumni with my
institution
• Increase tie to the institution
• Increase financial support
Site usability
Can constituents find what you want them to find?
Site usability
What do you want people to do on your site?
• Log in?
• Register for an event?
• Click on a news story?
• Read a class note?
• Make a gift?
• Purchase a membership?
• Search the directory?
• ...
Site usability
• Have your site tested
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Current students
Alumni Board
Event attendees
Recent graduates
Older alumni
Site usability findings
Identify ways to focus on the key actions
• Adjust navigation
• Change images
• Remove content
• Add content
E-communications analysis
Have a lot of information in Encompass
• Review email data
• General
• Open rate compared to previous years
• Clicks/open
• Unsubscribe rate
E-communications analysis
Traffic (# of
sessions)
Direct traffic
2013 (April 1 –
May 29)
13,668
2014 (April 1May 29)
9,261
% change (y-o-y)
Google
5,507
5,764
4.7%
Referral traffic
6,716
2,479
-63.1%
Bing
391
394
0.8%
Yahoo
275
305
10.9%
-32.2%
E-communications analysis
• Review email data
• General
• By category
E-communications analysis
Clicks/open by email category
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
E-communications analysis
Communications Planning
• Review email data
• General
• By category
• E-newsletter data
• Identify types of information constituents respond to
E-communications analysis
Newsletter data
Member data
Type of story
Athletics
Alumni Profile
Alumni News
University News
Event Information
Blog
Alumni Center
% clicks
17.9%
16.5%
12.0%
11.7%
10.2%
5.9%
4.6%
Non-member data
Type of story
Alumni Profile
Athletics
University News
Alumni News
Event Information
Alumni Center
Pride (license plates…)
% clicks
22.0%
14.3%
12.4%
9.4%
9.4%
7.4%
5.7%
E-communication analysis
• Adjust messaging and content of communications
• More targeted communication
Consulting Services
• Consulting projects are tailored to your needs
• Projects are collaborative in nature
• Recommendations to help you make progress toward
your goals
Interested? Speak to your account manager
Questions?
913.888.0772 | imodules.com