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GIFTING ON THE GOThe Growing Use of Alumni Apps in Development
Alumni Report Summary Slide DeckAuthor: Amanda Kohn
TABLE OF CONTENTS
About Corporate Insight
Introduction
Summary Findings
Recommendations
Thought Leadership
Contact Us
ABOUT CORPORATE INSIGHT
Corporate Insight provides competitive intelligence and user experience research to the nation's leading financial, healthcare and higher education institutions. For 20 years, Corporate Insight has tracked new developments across several industries through our syndicated Monitor research and consulting services. We are known for our detailed, objective research and unmatched expertise. There are no assumptions in our work – we use live accounts with industry leaders to benchmark their effectiveness across all major channels and give our clients unparalleled competitive intelligence.
Corporate Insight is continuously tracking best practices relating to content, design and functionality across websites, mobile platforms and social media properties. In the process, we have helped our clients stay current on industry trends and improve their competitive position. Our research and analysts are frequently cited in media outlets such as the Wall Street Journal, Barron’s, Bloomberg, CNBC, Forbes and SmartMoney, and in news publications including the Associated Press, New York Times, Newsweek, TIME and USA Today.
INTRODUCTIONSubtitle
1
BACKGROUND
• In the effort to gain donations from alumni, development offices are beginning to turn to mobile apps as a way to combine gift giving with alumni outreach.
• This deck is taken from our larger report, Gifting on the Go, which examines the alumni apps provided by universities. The larger report analyzes how schools promote gift giving and what forms of outreach are provided within their alumni-focused app. We focus on the features of apps, how easy they are to use and how they are designed.
• We checked over 30 schools for mobile donation functionality; most do not offer alumni the ability to make a contribution to the school from within their mobile app.
• In this deck, we offer recommendations that any higher education institution can implement to improve giving directly from its mobile app.
FIRMS COVERED
Our full Alumni Monitor coverage group includes 37 schools. The following universities are represented in the Gifting on the Go report:
Bucknell University
Duke University
Harvard University
George Washington University
Northeastern University
Northwestern University
Stony Brook University
KEY REVIEW CRITERIA
Capabilities
• What can users do in the app? Are networking/directory features included? Can information on events, athletics or news be found? What other features are provided?
• Are donation campaigns promoted on giving pages?
• Are university social media promoted on the app?
Ease of Use
• Does the school offer a dedicated alumni app?
• How easy is it to navigate the app? Is the location of the giving tool intuitive?
• What can be done from the main menu? What can be accessed on the homepage?
Design
• How clearly are the giving capabilities presented?
• Are pages of the app consistent in design?
• Do schools use their school colors?
SUMMARY FINDINGSSubtitle
2
OVERVIEW
• Six out of seven schools include links to the mobile giving process
• 29% of the apps populate fields in the gift giving process with social media account information
• Harvard and Duke auto-fill donation information
• 43% of the apps fill out a profile with linked social media account information
Harvard Campaign Donation Page
OVERVIEW (CON’T)
• Only three out of seven sites –Bucknell, Northwestern and Duke, provide the giving feature directly on the app
• Three schools – Harvard, George Washington, and Northeastern – send users to their mobile sites to make a gift
• Stony Brook, meanwhile, does not host a donation interface on its mobile app, however, it does have an Alumni section with news and advice
George Washington Donation Page
RECOMMENDATIONSSubtitle
3
RECOMMENDATION #1:MAKE IT EASY TO DONATE ON THE APP
• Allow graduates to donate directly on the app without directing them to a mobile site
• This will remove barriers to giving and help development offices leverage the mobile apps to meet their goals
• Increasing access from mobile devices to giving campaigns can help schools meet their fundraising goals
Bucknell Alumni App Gift Giving
RECOMMENDATION #2:DESIGN MENUS THAT ARE EASY TO USE
• Navigation menus should have clear buttons that are easy to read
• Donation pages should be clearly labeled and offered via top level links
• This will allow alumni who wish to donate to quickly located the correct page
• Also eliminates time spent searching and reminds users that donation to their alma mater is an option
Duke University Navigation Menu
FULL REPORT
GIFTING ON THE GO
The Growing Use of Alumni Apps in Development
Report Summary
• Pages: 43
• Universities Reviewed: 7
Access the Full Report in Three Easy Steps:
1. Go to the CI Client Login page.
2. Log in using your CI client username and password.
3. Scroll over the Alumni tab and click Reports.
FACE-OFF: Alumni Outreach and DevelopmentBest Practices on FacebookFacebook, the world’s largest social media network, offers a flexible outlet for alumni outreach and development offices to reach their university communities. With the amount of social content that alumni are exposed to daily, universities need to know how to catch the attention of their former students, raising the question: what is the best way to reach and stay in contact with alumni on Facebook?
In our whitepaper, we examine university best practices in Facebook-based alumni outreach. The whitepaper focuses on:
• How universities utilize Facebook to promote development and outreach
• Which schools effectively use multimedia posts, and how they are doing this
• Effectiveness of general university profiles vs. alumni-specific sites
• Trends in types of stories posted on Facebook
Download whitepaper now!
THOUGHT LEADERSHIP
CONTACT US
ContactDana PetersonVice [email protected]
Social Media
Tel 212 832 2002
www.corporateinsight.com/alumnimonitor
