913.888.0772 | imodules.com913.888.0772 | imodules.com

Strategic ConsultingPresented by Lesley Thompson, University of Denver

Mirko Widenhorn, iModules

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

• 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

• Monthly reporting system• Info sheets for admins on email topics• Email segmentation requirement• Email scheduling system• Email analysis and subject line testing

Consulting questionsHow 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

0.00%

20.00%

40.00%

60.00%

Open rates - FY14

Findings: Email analysis

Sunday Monday Tuesday Wednesday Thursday Friday Saturday19%

20%

21%

22%

23%

24%

25%

26%

Open rates by day of week

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 set-up• 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 startedSet goals for your site• Tied to institutional or divisional priorities

Why goals are important:

� 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 institutionSample 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 usabilityWhat 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• 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)

2013 (April 1 – May 29)

2014 (April 1- May 29)

% change (y-o-y)

Direct traffic 13,668 9,261 -32.2%

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%

E-communications analysis

• Review email data• General• By category

E-communications analysis

Athleti

cs

Career

Center

E-card

E-new

sletter

Even

t email

s

Game V

iewings

Genera

l Info

Mem

bership

Schools

Spec

ial ev

ents

Studen

ts

Surve

yTra

vel

Universi

ty Info

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Clicks/open by email category

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 dataMember data Non-member dataType of story % clicks Type of story % clicksAthletics 17.9% Alumni Profile 22.0%Alumni Profile 16.5% Athletics 14.3%Alumni News 12.0% University News 12.4%University News 11.7% Alumni News 9.4%Event Information 10.2% Event Information 9.4%Blog 5.9% Alumni Center 7.4%Alumni Center 4.6% Pride (license plates…) 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

913.888.0772 | imodules.com913.888.0772 | imodules.com

Questions?