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

BUILDING SCHOOL WEB STRATEGY AROUND

PARTICIPATION

What is web participation ?

Who is participating online?

Building online participation.

Session Outline

W H I P P L E H I L L

What does it look like ?

is this Participation?

visitshits

sessionsviews

pages

uniquedailymonthly

annual monthly

impressions

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

The goal today is engagement

2006/07 2007/08

an inquiry is engagement.

0

10

20

30

40

50

60

70

Sept Oct Nov Dec Jan Feb

a log-in is engagement.St. Paul’s

Mar 10

=

W H I P P L E H I L L

comment = engagement.

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)

W H I P P L E H I L L

Teacher

Student

Alum

ParentHead of School

Parent of Alum Candidate

Kim, how does this fit withProctor’s advancement -

stewardship model ?

W H I P P L E H I L L

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

W H I P P L E H I L L

Alumni/ae

Parent

Parent of Alum

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

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

$916,190top 221 donors

Box 1

+ $1,000

$916,190top 221 donors

Alumni

CurrentParents

AlumniParents

71

58

71

221 Donors

ALMOST

1/2

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

1 Friend10 Alumni/ae

8 Current Parents

8 Current Parents

8 Past Parents

Who are these 27 donors?

12

All 27 have e-mail, but how about ?

6

All 27 have e-mail, but how about ?

This gives uspermission to

play

because we know

who is playing.

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

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

1. BLOGGING 2. SOCIAL NETWORKING

3. BROADCASTING 4. PHOTO SHARING

1. BLOGGING 2. SOCIAL NETWORKING

3. BROADCASTING 4. PHOTO SHARING

Blogging

2000-2010

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

=

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 ...

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 ...

• 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

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!

Micro-Blogging

“Ambient Awareness”

“Brave New World of Digital Intimacy”, Clive Thompson

W H I P P L E H I L L

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

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

440

26 Box 1 Parents

StudentsCurrent ParentsAlumni Faculty/StaffPeersUnknown

26 of 51 LeadershipParents

are on Twitter

Broadcasting

• 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.

flickr/chuckbwill

flickr/daniel_manning

Social Networking

350,000,00053,000,000

6 x1 x

Number of Users Factor

2007- friends

2009 - ‘fan’ pages

2008 - groups

ProctorGroup

A

1,533 friends

828 members

935 fans

Evolution

AlexPublic Profiles

Alumni/aePAPA

168 fans

flickr/chuckbwill

flickr/chuckbwill

935 Fans

flickr/chuckbwill

89%

facebook

Alumni Fans

Interactions

flickr/chuckbwill

Photo Sharing

Proctor Academy

user

collection

set

New Hampshire

photo

groupmember

Proctor Academy

user

2008/092009/10

HockeyTheater

members

Proctor Archives

Proctor In Focus

Homepage

othermembers

New Hampshire

Archives

Archives

flickr.com/proctorarchives

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2004

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