The document discusses Smith College's pilot project to test a CRM model to enhance engagement with alumni. The goals of the project were to provide a consistent online experience for alumni, deliver targeted content, and use data to evaluate engagement efforts. The project included designing an online alumni community, integrating CRM systems, designing personalized emails, and testing geolocation tools to engage donors. It also discusses Notre Dame's Notre Dame Day campaign to engage alumni globally using social media, 34 campus partners, over 1,000 social ambassadors, and the Radian6 social media monitoring tool to track 20,000 social mentions and drive traffic to their website and fundraising goals.

1. Building Lasting
Relationships with
Alumni
• Gerald Bridwell, CRM Product Manager ,
Smith College
• Mark Naman, Director of Strategic
Marketing, University of Notre Dame

2. Gerald Bridwell
CRM Project Manager
Smith College
Northampton, MA

3. Smith College Information Architecture

4. Our vision for future constituent engagement:
• Integrate engagement strategies throughout the life cycle of
constituents’ relationship with the college;
• Adopt engagement methods that are integrated with technology;
• Use technology to enhance constituents’ interaction with the
physical campus, and use data to continually evaluate and improve
the effectiveness of our efforts;
• Provide consistent online experience for constituents, but with
content that is varied, interactive and customizable;
• Engage constituents when and where they want.

5. The pilot was undertaken to test a CRM model that
provides the following benefits:
• The ability of Constituents to interact both with Smith and with one
another via a consistent and user-friendly online experience;
• The ability to deliver targeted content to Constituents and engage
them in ways they prefer;
• The ability to evaluate and refine our efforts to engage
Constituents using data collected during user interactions.

6. Pilot Project deliverables included:
• Design and test a Smith College Alumnae Online Community;
• Configure ExactTarget Enterprise 2.0, including the integration with
SalesForce;
• Model the Smith College Constituent in SalesForce, migrate the
data, and automate the integration of SalesForce with Banner,
Smith College’s transactional database;
• Design and execute email communications that are segmented
and personalized; that use recipient lists created in SalesForce;
and that create detailed tracking reports.
First Last Name
Title

7. Tracking Report from ExactTarget (part 1)

8. Tracking Report from ExactTarget (part 2)

9. Smith College Online Community Home page

10. Online Community Directory Search page

11. Online Community Chatter page

12. Online Community Profile page (Overview)

13. Online Community Profile page (Contacts
information - 1)

14. Online Community Profile page (Contacts
information - 2)

15. Online Community Profile page (Contacts
information - 3)

16. Online Community Profile page (Academic
information)

17. Online Community Profile page (Employment
information)

18. Online Community Profile page (Spouse information)

19. Online Community Profile page (Preferences)

20. Using geopointe to locate Alumnae
As a test, we used geopointe to identify recent donors who would be
invited to attend a Presidential visit

21. Mark Naman
Director, Strategic Marketing
University of Notre Dame
@MarkNaman

22. Notre Dame Day & Radian6
• What is Notre Dame Day?
• Marketing Strategy
• Radian 6
• The Results
First Last Name
Title

23. What is Notre Dame Day?

24. What is Notre Dame Day?
A global celebration of
the Notre Dame mission
that engages, informs,
and inspires alumni,
parents and friends to
take action and give
back to the University.

26. What is Notre Dame Day?
• 29+ hours of streaming content
• Multi-channel web & social media
• Over 200 students, faculty, staff, and alumni featured live,
plus over 200+ videos
• 34+ campus social media partners
• 1,000+ Social Ambassadors
• Giving campaign with Challenge voting to over 248 campus
interests

27. Challenge Leaderboard

28. Marketing Strategy

29. Marketing Strategy
• Social Media as the #1 Marketing Vehicle
• Proud to Be ND Social Accounts
– Engage users around a variety of Notre Dame Content
– Build up excitement for Notre Dame Day
• University Social Partners
– Over 34 accounts participating
– Allow partners to get their own message out
• Social Ambassadors
– Leverage social of those passionate about Notre Dame

30. Social Strategy – Proud to Be ND

31. • 34+ University Partners engaged
• Other accounts participated on their own
• Partners represented all areas of the University including:
– Academics
– Athletics
– Centers & Institutes
– Residence Halls
Social Strategy – University Partners

32. Social Media Strategy – Social Ambassadors
• 1,000+ Ambassadors
• 970,000+ Total Reach
• 200,000+ Post Impressions
Ambassadors distributed content we
provided to them through their own
social accounts to make it seem
organic.

33. Radian 6

34. Why Radian6?
• Track activity around Notre Dame Day as over 1,000 Social
Ambassadors and University partners used social to
communicate
• Gain insight into messaging effectiveness and sentiment
• React real time to improve engagement and drive users to
the broadcast and our giving page
• Showcase social activity on our broadcast live

35. Radian6 Widgets
• Timeline
• Conversation Cloud
• River of News
• Sentiment

42. The Results

43. The Results
• ~20,000 mentions of Notre Dame Day on social media
• Over 20,000 broadcast views
• Visitors from over 100 countries to our website and
broadcast
• 51% of referral traffic from social
• Over 4,000 gifts made
• 74% increase in Twitter followers, 40% increase in Facebook
page likes for Proud to Be ND accounts