NAIS Building School Websites Around Participation
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BUILDING SCHOOL WEBSITES AROUND
PARTICIPATION
Thursday 1:30PM - 2:30PMCommunications and Advancement
Travis WarrenPresidentWhippleHill, Inc.
Kim HurlbuttDirector of StewardshipProctor Academy, NH
2010 NAIS Annual Conference | San Francisco, CA | Feb 24-26, 2010
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BUILDING SCHOOL WEB STRATEGY AROUND
PARTICIPATION
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What is web participation ?
Who is participating online?
Building online participation.
Session Outline
W H I P P L E H I L L
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What does it look like ?
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is this Participation?
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visitshits
sessionsviews
pages
uniquedailymonthly
annual monthly
impressions
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is viewing your site participating?
0
3,000
6,000
9,000
12,000
Feb
1 200
7
Mar 1 2
007
Apr 1
2007
May 1
2007
Jun 1
2007
Jul 1
2007
Aug 1
2007
Sep 1
2007
Oct 1 2
007
Nov 1
2007
Dec 1
2007
Jan 1
2008
Feb
1 200
8
Source: Eagle Hill School (August 2007 - February 2008) O M N I T U R E
0
3,000
6,000
9,000
12,000
Feb
1 200
7
Mar 1 2
007
Apr 1
2007
May 1
2007
Jun 1
2007
Jul 1
2007
Aug 1
2007
Sep 1
2007
Oct 1 2
007
Nov 1
2007
Dec 1
2007
Jan 1
2008
Feb
1 200
8
Total
Unique
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The goal today is engagement
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2006/07 2007/08
an inquiry is engagement.
0
10
20
30
40
50
60
70
Sept Oct Nov Dec Jan Feb
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a log-in is engagement.St. Paul’s
Mar 10
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=
W H I P P L E H I L L
comment = engagement.
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comment = engagement.
0
13
25
38
50
Apr 20
08
Jun 2
008
Aug 20
08
Oct 20
08
Dec 20
08
Feb
2009
April 2
009
June
2009
Augus
t 200
9
Octobe
r 200
9
Decem
ber 2
009
Source: Proctor Academy/Chuck’s Corner Commnets (April 2008 - December 2009)
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W H I P P L E H I L L
Teacher
Student
Alum
ParentHead of School
Parent of Alum Candidate
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Kim, how does this fit withProctor’s advancement -
stewardship model ?
W H I P P L E H I L L
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Let’s switch gears and talk about the people we’re trying to
engage
W H I P P L E H I L L
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W H I P P L E H I L L
Alumni/ae
Parent
Parent of Alum
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20%80%
Dollars20% Donors
Pareto principle applied to advancement 90% of your support comes from 10% of your donors.
How to steward is who to steward.
Vilfredo Pareto, 1848-1923
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94% $60,811
356 Non-Leadership donors
How to steward is who to steward.
$916,190 221 Leadership
donors
94% of support comes from 38% of donors.
6%
0%
$977,001 2008/09 Annual Fund
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$916,190top 221 donors
Box 1
+ $1,000
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$916,190top 221 donors
Alumni
CurrentParents
AlumniParents
71
58
71
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221 Donors
ALMOST
1/2
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L E A D E R S H I P D O N O R S27
Total Giving to Proctor = 16.8 MILLIONAverage Retention Rate = 10 Years!
Box 1A
+ $10,000
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1 Friend10 Alumni/ae
8 Current Parents
8 Current Parents
8 Past Parents
Who are these 27 donors?
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12
All 27 have e-mail, but how about ?
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6
All 27 have e-mail, but how about ?
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This gives uspermission to
play
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because we know
who is playing.
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SocialMedia Your
Website
More users Viral upside Cool factor Better tools
Better filterBetter privacy
Better brand controlFewer passwords
Building Online Participation
W H I P P L E H I L L
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350,000,000
32,000,000
53,000,000
75,000,000
source: http://en.wikipedia.org/wiki/List_of_social_networking_websites
10.9 x
2.3 x
1.0 x
1.6 x
W H I P P L E H I L L
Number of Users Factor
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1. BLOGGING 2. SOCIAL NETWORKING
3. BROADCASTING 4. PHOTO SHARING
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1. BLOGGING 2. SOCIAL NETWORKING
3. BROADCASTING 4. PHOTO SHARING
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Blogging
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2000-2010
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0
20
40
60
80
100
120
140
160
180
200
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Posts per year
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=
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12/3/2002 at 1:00:00 AM - David GoodsellI never knew this piece of history about my father. I am so amazed that he did such a wonderful thing so many years ago. Wow how exciting to see this happening. To all the students at Proctor I commend you on your fine work. You are true Gentlemen and Ladies. Keep sailing!!!!!!! Ahoy There Mates David E Goodsell Ft Worth, Texas
3/9/2003 at 1:00:00 AM - Nancy (Heywood) BoileauIt was so nice to turn over the boat to where it was built by my cousin Fred Goodsell. It makes our hearts warm to know this was the right thing to do for our lost families. We hope to see the little boat on our swing through New England this coming Fall. Paul & Nancy Boileau Burlington, Vermont
5/23/2003 at 1:26:46 PM - OLIN POTTERAS A MEMBER OF CLASS OF 43 I TOO COMPLETED A ROW BOAT OF WHAT LOOKS TO BE THE SAME: STEAM BENT OAK RIBS WITH EDGE-NAILED PLANKS (TOUGH TO TRIM TO SHAPE) IT HAD A LITTLE SKEG, FLOATED WELL BUT WAS A BIT TIPPY. COULD PROBABLY FIND A PHOTO OF IT IN USE IF THERE IS ANY INTEREST. OLIN POTTER
WHAT PEOPLE ARE SAYING ...
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5/24/2003 at 8:43:45 PM - Ruth & Rex McVayHow wonderful of all of you to restore Alfred Goodsells little boat and to honor him by bringing the "Little Boat Home "on your reunion. We all wish his health would allow him to be there-his spirit will be I am sure of that. We are very proud of him and happy for him to be able to hear about this honor. Thank you Procter. Sincerely Alfed Goodsells sister and brother in-law.
5/24/2003 at 11:33:34 PM - Alfred GoodsellI received the invite from Lou and if it was in my power to be there I would, however my thoughts are with you at Proctor on the 14th, Olin I know that you will be there so you can speak for me . Those were some of the Happiest days of my life being a part of the student body at Proctor with the teachers Roland {PETE} Burbank and his wife Connie, Lee Henry, Bill Holts, Lyle Farrell , and Cap't. Rounds in the Shop. I wouldn't give the memories up for the world, and I am so happy to be a part of the Proctor History.
11/16/2007 at 7:40:36 PM - Connie CauchonThanks for making my father a real piece of history. He has always been a special person to me but this makes him more special than ever. Thanks again for restoring his Little Boat.
WHAT PEOPLE ARE SAYING ...
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• Chuck’s Corners are written to specifically reinforce key nostalgic themes
• Provide transparency and authenticity through frequency
• Share the blog if the topic highlights an alum or their specific interest. Engage!
• Learn alumni interests from comments and use for future stewardship
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1/17/2010 at 4:53:01 PM - Deborah WessellsNice article about a wonderful young man (my great nephew).
WHAT PEOPLE ARE SAYING ...
1/17/2010 at 5:02:22 PM - Alice Martinwonderful article, wonderful young man...from his completely unbiased grandparents!
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Micro-Blogging
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“Ambient Awareness”
“Brave New World of Digital Intimacy”, Clive Thompson
W H I P P L E H I L L
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Sociologists have long found that “weak ties” greatly expand your ability to solve problems.
“Brave New World of Digital Intimacy”, Clive Thompson
W H I P P L E H I L L
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Single User Twitter List #Search
Controlled number of people to tweet on
behalf of your school, get constituents to follow
your “twitter list”
Set up a twitter account either with the school’s name (i.e. @proctoracademy) or an identifiable figure within the school (ie. Head of School)
Search for tweets referring to your school, display results on your website. Encourage the
conversation.
3 ways your school can use Twitter :
W H I P P L E H I L L
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440
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26 Box 1 Parents
StudentsCurrent ParentsAlumni Faculty/StaffPeersUnknown
26 of 51 LeadershipParents
are on Twitter
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Broadcasting
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• Allows an auditory experience - almost like being there!
• Embed podcast into customized stewardship push pages
• Assembly, Musical Performances, Sports Awards and/or Student Speeches
• Provide live stream of: Assembly, Music Performances, Athletic Games, Reunion, Graduation.
• Include podcasts in other mediums: Chuck’s Corner, Facebook, Twitter and the website.
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flickr/chuckbwill
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flickr/daniel_manning
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Social Networking
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350,000,00053,000,000
6 x1 x
Number of Users Factor
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2007- friends
2009 - ‘fan’ pages
2008 - groups
ProctorGroup
A
1,533 friends
828 members
935 fans
Evolution
AlexPublic Profiles
Alumni/aePAPA
168 fans
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flickr/chuckbwill
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flickr/chuckbwill
935 Fans
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flickr/chuckbwill
89%
Alumni Fans
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Interactions
flickr/chuckbwill
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Photo Sharing
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Proctor Academy
user
collection
set
New Hampshire
photo
groupmember
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Proctor Academy
user
2008/092009/10
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Archives
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Archives
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2004
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