Connecting with Alumni:Connecting with Alumni:Driving Value Throughout the Constituent LifecycleDriving Value Throughout the Constituent Lifecycle
Page 2
PeopleSoft Proprietary and Confidential
Page 2
PeopleSoft Proprietary and Confidential
Page 2
PeopleSoft Proprietary and Confidential
What Is Today About?
• Relationship ManagementRelationship Management• Data ManagementData Management• Alumni/Donor PersonalizationAlumni/Donor Personalization• Key challenge:Key challenge:
Do You Have a Single View
of Your Constituent?
Page 3
PeopleSoft Proprietary and Confidential
Page 3
PeopleSoft Proprietary and Confidential
Page 3
PeopleSoft Proprietary and Confidential
“The quality of the ongoing relationship between the institution and its students (and alumni) is far and away the dominant determinant of success.”
Gartner, Defining CRM for Higher Education
It’s All About the Relationship!
Page 4
PeopleSoft Proprietary and Confidential
Page 4
PeopleSoft Proprietary and Confidential
Page 4
PeopleSoft Proprietary and Confidential
ApplicantProspective
Student Student Alumni
Po
ten
tial
Rev
enu
e
Recruitment
Phase
Enrollment
Phase
RetentionPhase
Fundraising
Phase
Time
Recruitment Pain: • Difficult to reach
the “right” prospects
• Recruitment potential restricted
Impact: Lost applicants
and potential tuition
Impact: Lost applicants
and potential tuition
Enrollment Pain:• Generating the
yield• Effective and
efficient applications
Impact: Lost applicants
and potential revenue
Impact: Lost applicants
and potential revenue
Retention Pain:• Low student
satisfaction• Students transfer
or drop-out
Impact:Lost students and revenue, increased costs to replace
Impact:Lost students and revenue, increased costs to replace
Fundraising Pain: • Lose contact
with alumni• Irrelevant
communications
Impact:Lost fundraising opportunities
Impact:Lost fundraising opportunities
Lifetime Relationship Management!
Page 5
PeopleSoft Proprietary and Confidential
Page 5
PeopleSoft Proprietary and Confidential
Page 5
PeopleSoft Proprietary and Confidential
• Network of
constituents that
an institution
both serves and
depends on
• All are critical
to building
successful
lifetime student
relationships
360-Degree View
Prospective Students &
Parents
Current Students
Faculty & Staff
Visitors & the Community
Corporate Sponsors
Alumni & Supporters
The 360-Degree Network of Constituents
Page 6
PeopleSoft Proprietary and Confidential
Page 6
PeopleSoft Proprietary and Confidential
Page 6
PeopleSoft Proprietary and Confidential
Page 7
PeopleSoft Proprietary and Confidential
Page 7
PeopleSoft Proprietary and Confidential
Page 7
PeopleSoft Proprietary and Confidential
Data Management Institutions’ Pains
• Lack of data quality, standards, and shared Lack of data quality, standards, and shared metrics across systems/institution wide metrics across systems/institution wide
• Inability to provide single, comprehensive view Inability to provide single, comprehensive view of constituent of constituent
• Inconsistent/inaccurate measures and counts Inconsistent/inaccurate measures and counts • Inability to accurately report and analyze in a Inability to accurately report and analyze in a
timely manner effectiveness, compliance, and timely manner effectiveness, compliance, and accountability across institution accountability across institution
Page 8
PeopleSoft Proprietary and Confidential
Page 8
PeopleSoft Proprietary and Confidential
Page 8
PeopleSoft Proprietary and Confidential
The fact is that institutions are in a heterogeneous environment!
Development
Legacy
PeopleSoft
Oracle
Housing
Bookstore
LMS
SAP
Crisis
Page 9
PeopleSoft Proprietary and Confidential
Page 9
PeopleSoft Proprietary and Confidential
Page 9
PeopleSoft Proprietary and Confidential
The Chinese word for “Crisis” consists of two characters:
Crisis
Crisis
one represents “danger” and the other, “Hidden Opportunity”.
Page 10
PeopleSoft Proprietary and Confidential
Page 10
PeopleSoft Proprietary and Confidential
Page 10
PeopleSoft Proprietary and Confidential
Person Data Core
HRMS
Contributor Relations
Global Payroll
Student Admin
Recruiting
Others...
•Campus Solutions logically separated from HRMS
•Provides clearly defined interfaces between components
•Provides access to the latest HRMS & PeopleTools releases
HRCS 8.9
Componentization
Page 11
PeopleSoft Proprietary and Confidential
Page 11
PeopleSoft Proprietary and Confidential
Page 11
PeopleSoft Proprietary and Confidential
AdministrativeAcademic LibraryOutreach
Master Constituent
Data
CDH Components: Integration & Source Mgt.
Oracle Integration-or-
Any Other Middleware
MappingMapping
Transport and Transformation
Layer
• Cross reference mapping
• Manages conflicts by source
• Assembles master record by attribute, by source
• Built-in integration services
Page 12
PeopleSoft Proprietary and Confidential
Page 12
PeopleSoft Proprietary and Confidential
Page 12
PeopleSoft Proprietary and Confidential
AdministrativeAcademic LibraryOutreach
Master Constituent
Data
CDH Components: Data Librarian
Oracle Integration-or-
Any Other Middleware
MappingMapping
• Duplicate identification & resolution
• Import management queue
• Data certification• Data quality reports
Data Librarian
Page 13
PeopleSoft Proprietary and Confidential
Page 13
PeopleSoft Proprietary and Confidential
Page 13
PeopleSoft Proprietary and Confidential
AdministrativeAcademic LibraryOutreach
Master Constituent
Data
CDH Components: Access
Oracle Integration-or-
Any Other Middleware
MappingMapping
• 360° View• Data creation and
maintenance• Embedded duplication
prevention• Comprehensive
relationship managementAccess
Page 14
PeopleSoft Proprietary and Confidential
Page 14
PeopleSoft Proprietary and Confidential
Page 14
PeopleSoft Proprietary and Confidential
AdministrativeAcademic LibraryOutreach
Master Constituent
Data
CDH Components: All
Oracle Integration-or-
Any Other Middleware
MappingMappingData LibrarianAccess
Page 15
PeopleSoft Proprietary and Confidential
Page 15
PeopleSoft Proprietary and Confidential
Page 15
PeopleSoft Proprietary and Confidential
Constituent Lifetime Relationship Management
Admissions
Student Affairs
Graduation
Alumni/ Donor
• Graduate Information• Change of Address
• Employment• Alumni Interests• Graduation Date
• Awards and Honors
• Recruitment Strategies• Interactions with Prospects• High School Attended• Post-Secondary Education• Activities• Interests• Parent Names• Relationships!
• Activities/ Interests• Awards/ Honors
• Bio/ Demographic Data• Donations
• Employment• Major Gift Strategies
• Volunteer Organizations• Memberships• Planned Gifts
Mar
ketin
g Fundraising
Converti
ng
Servicing &
Retaining
360o View
Aw
are
Interest Engage
Trial
Don
atio
n
Loyalty• Courses• Major(s)/ Minor(s)• Academic Interests• Student Activities• Student Awards• Housing• Relationships!
Page 16
PeopleSoft Proprietary and Confidential
Page 16
PeopleSoft Proprietary and Confidential
Page 16
PeopleSoft Proprietary and Confidential
We’ve all seen the map, few have taken the journey
Plan: Deliver differentiated strategies Plan: Deliver differentiated strategies
Understand: Value of your constituentsUnderstand: Value of your constituents
Optimize: Close the execution gapOptimize: Close the execution gap
Customer Lifetime ValueUnderstand Plan Optimize
Student/ Alumni Portfolio Management
Page 17
PeopleSoft Proprietary and Confidential
Page 17
PeopleSoft Proprietary and Confidential
Page 17
PeopleSoft Proprietary and Confidential
Actual Value
Constituent Portfolio Management – Personalize Service
Up or OutDevelopRetain
Basic Cost of Service
Potential Value
Platinum
Gold
Silver
Page 18
PeopleSoft Proprietary and Confidential
Page 18
PeopleSoft Proprietary and Confidential
Page 18
PeopleSoft Proprietary and Confidential
““The continuing separation of the specialties may keep The continuing separation of the specialties may keep
advancement professionals from establishing and advancement professionals from establishing and
maintaining relationships with their colleagues. maintaining relationships with their colleagues.
We must place an emphasis on professional unity and We must place an emphasis on professional unity and
recognize the advancement role within many others on recognize the advancement role within many others on
campus including faculty, admissions officers, student campus including faculty, admissions officers, student
affairs officers, and executive officers and their staffs.”affairs officers, and executive officers and their staffs.”
Expanding the Definition of Advancement
- CASE, January 2005
The Expanding Definition of Advancement
Page 19
PeopleSoft Proprietary and Confidential
Page 19
PeopleSoft Proprietary and Confidential
Page 19
PeopleSoft Proprietary and Confidential
Page 20
PeopleSoft Proprietary and Confidential
Page 20
PeopleSoft Proprietary and Confidential
Page 20
PeopleSoft Proprietary and Confidential
Page 21
PeopleSoft Proprietary and Confidential
Page 21
PeopleSoft Proprietary and Confidential
Page 21
PeopleSoft Proprietary and Confidential
Page 22
PeopleSoft Proprietary and Confidential
Page 22
PeopleSoft Proprietary and Confidential
Page 22
PeopleSoft Proprietary and Confidential
Page 23
PeopleSoft Proprietary and Confidential
Page 23
PeopleSoft Proprietary and Confidential
Page 23
PeopleSoft Proprietary and Confidential
Page 24
PeopleSoft Proprietary and Confidential
Page 24
PeopleSoft Proprietary and Confidential
Page 24
PeopleSoft Proprietary and Confidential
Leading the Way
‘‘The Internet is rapidly becomingThe Internet is rapidly becoming
a dominant medium; leadersa dominant medium; leaders
must develop a correspondingmust develop a corresponding
new set of skills including: new set of skills including:
1)1) an intuitive understanding of the new an intuitive understanding of the new economyeconomy
2)2) an ability to manage team processes an ability to manage team processes
3)3) skill in managing relationshipsskill in managing relationships
4)4) marketing expertise marketing expertise
5)5) comfort with technology’comfort with technology’
It’s All About the Relationship!
Leading the Way CASE, 2005
Page 25
PeopleSoft Proprietary and Confidential
Page 25
PeopleSoft Proprietary and Confidential
Page 25
PeopleSoft Proprietary and Confidential
Page 26
PeopleSoft Proprietary and Confidential
Page 26
PeopleSoft Proprietary and Confidential
Page 26
PeopleSoft Proprietary and Confidential
Page 27
PeopleSoft Proprietary and Confidential
Page 27
PeopleSoft Proprietary and Confidential
Page 27
PeopleSoft Proprietary and Confidential
Page 28
PeopleSoft Proprietary and Confidential
Page 28
PeopleSoft Proprietary and Confidential
Page 28
PeopleSoft Proprietary and Confidential
Email = Automated, low cost strategic channel
Direct Mail PermissionEmail
Time to launch 4-6 weeks 7-10 days
Time for responses 3-6 weeks 3 days
Cost per thousand $500-700 $5-7
Response rate 1% 6-8%
Source: Gartner G2, March 2002
Page 29
PeopleSoft Proprietary and Confidential
Page 29
PeopleSoft Proprietary and Confidential
Page 29
PeopleSoft Proprietary and Confidential
Page 30
PeopleSoft Proprietary and Confidential
Page 30
PeopleSoft Proprietary and Confidential
Page 30
PeopleSoft Proprietary and Confidential
Page 31
PeopleSoft Proprietary and Confidential
Page 31
PeopleSoft Proprietary and Confidential
Page 31
PeopleSoft Proprietary and Confidential
“…“…we have fundraisers who are on the road who are raising we have fundraisers who are on the road who are raising
money, and they can go in and check the information on a money, and they can go in and check the information on a
particular prospect or record information…”particular prospect or record information…”John LeyJohn Ley
Southern Methodist University Southern Methodist University June 2001June 2001
Accessibility
Contributor Relations
100% pure internet architecture…the real-time enterprise
Page 32
PeopleSoft Proprietary and Confidential
Page 32
PeopleSoft Proprietary and Confidential
Page 32
PeopleSoft Proprietary and Confidential
““And if you're communicating and working together, and And if you're communicating and working together, and
sharing the information, that really goes a long way toward sharing the information, that really goes a long way toward
making sure that donor is treated in a way that's conducive making sure that donor is treated in a way that's conducive
to your goal.”to your goal.”Chris CoutureChris Couture
Maryland Institute and College of Art Maryland Institute and College of Art June 2001June 2001
Personalization
Contributor Relations
Manage vast amounts of information
Page 33
PeopleSoft Proprietary and Confidential
Page 33
PeopleSoft Proprietary and Confidential
Page 33
PeopleSoft Proprietary and Confidential
Page 34
PeopleSoft Proprietary and Confidential
Page 34
PeopleSoft Proprietary and Confidential
Page 34
PeopleSoft Proprietary and Confidential
Top Related