Alumni are some of our most powerful brand ambassadors, and key to any successful advancement effort. However, they are also notoriously challenging to find and to engage. A head of school, chief development officer and chief marketing officer will discuss a case study in alumni engagement (still in process.) The team will provide an overview of the variety of tools available to development and marketing communications leaders, with a frank assessment of what's working, what's not, and why. Learning objectives: • Understand how to leverage the wide set of currently available marketing communications tools and channels to build alumni support and engagement. • Walk away with practical, cost-effective tools you can implement within your own organization.

1. Alumni Relations: A Multi-Channel Approach
Antonio Viva - Head of School
Bruce Smith - Chief Development Officer
Michele Levy - Chief Marketing Officer

3. finish line is closer than we think

4. Staffing, Office
Structures, Operations,
Logistics

5. A Changing Landscape

8. Traditional
Communications

10. Integrated Marketing
Communications

12. 1. Engage Alumni more deeply and broadly
2. Break down silos
3. Educate internally
4. Adopt enrollment Management
5. Re-purpose content

15. ENGAGEMENT STRATEGY IS
EVOLUTIONARY

16. Audience

18. Friends
Parents Alumni
Students

20. Pre-1973 Alums

21. Post-1973 Alums
Pre-1973 Alums

22. First…who exactly are we trying to
reach? Blackbaud Database Update
Blackbaud Addresses Found
23%
Addresses No Change *
38%
Blackbaud Addresses Confirmed
39%

24. $1,000+ Donors
Alumni
24% Survey
Who Responded?
$1-$999 Donors
46%
Nondonors*
30%
*Median Nondonor Graduation Year: 1999

25. Channel
a route through which a message is sent

27. 2001

28. 2011

44. CLASS NOTES

45. 18%
CLASS NOTES

50. To view student art, please visit: The moment
jimwoodside.walnuthillarts.org
they engage.
Photography by Tom Kates
and Sharyn Peavey ’90
About helping young artists build their confidence, enabling them
to develop their own artistic language. About
cultivating a community of artists . . .
teaching, as he puts it “individually to a group.”
“You can’t make students learn or succeed—it comes from
them. They need to be excited about the potential for their own
growth. We want them to leave here with a higher level of
engagement and
understanding of themselves as
artists and individuals.
“It is extraordinary to see our Not only is this crucial to their future creative
endeavors, but it grounds them for college . . . and for life.”
students gradually develop a sense of Ask Jim Woodside about his role at Walnut Hill and he’ll
talk about teaching the foundations of art.
themselves as young artists. When they
Help us foster artistic engagement
accomplish something on their own—guided by their own with your gift to the Annual Fund.
vision—it is so satisfying. Even after nearly 25 years,
Gifts of all sizes help us improve the studio
experience in a wide variety of ways.
I continue to learn from their experiences.”
— Jim Woodside, Director of Visual Art

51. jimwoodside.walnuthillarts.org
: 1990
Tom Kates Sharyn Peavey
.
“
“
Walnut Hill Jim Woodside
. .”
(Annual Fund)
25
”
— Jim Woodside

55. We hope you've read the letter from
Michal Zeleny '11
describing the importance of a
Walnut Hill education.
Now hear more from Markelle Gay '14, Nami Miwa '12, and
Rocco Chodat '12.
A generous financial aid package is what enables extraordinary
students like these
to attend Walnut Hill, Markelle Gay, Theater '14
and grow as artists and people.
You can support financial aid
at Walnut Hill
Development
in three ways:
Appeal for Scholarship
1. Become a Student Sponsor.
Donors of $1,000 or more are assigned a current student, and receive letters
and updates from their student throughout the year. Fund
2. Make a gift to the Annual Fund.
All unrestricted gifts help support our $2.8 million financial aid budget.
3. Endow or contribute to a Scholarship Fund. Nami Miwa, Ballet '12
Create a legacy of financial aid.
Please make your gift today.
Contributions can be made online
or by calling 508.652.7806
or by returning the reply device you received via mail.
Rocco Chodat, Visual Art '12

56. Email Name: IA Sponsorship E-Appeal follow up 10.27.11
Template: Events & Invitations - We're Moving
Lists: IA Sponsorship Appeal recepients
Email Run History
Sending Type Sent Run Date Status
Original Send 363 10/31/2011 Successfully Sent
Email Stats
Sent Bounces Spam Reports Opt-outs Opens Clicks Forwards
363 4.4% 0 0.3% 49.0% 17.6% 0
(16) (1) (170) (30)
Click-through Stats
Email Link Unique Click-throughs Click-through Distribution
http://www.walnuthillarts.org 3 7.3%
http://www.walnuthillarts.org/ 0 0.0%
http://www.youtube.com/user/walnuthillschool#-
7 17.1%
p/u/0/mmJTd1Vt-Cw
http://www.youtube.com/user/walnuthillschool#-
13 31.7%
p/u/1/kOhGY1z97Qg
http://www.youtube.com/user/walnuthillschool#-
13 31.7%
p/u/2/zomZomBzsgM
https://my.walnuthillarts.org/podium/default.-
5 12.2%
aspx?t=150711
Total Click-throughs 41 100%

65. What have we
learned?

66. Commit
resources

67. Measure, learn,
adapt. Try again.

68. Blur the audience
lines

69. Evaluate, Adapt
and Change

70. Repurpose

71. Eliminate silos

72. www.walnuthillarts.org