NYU Advancement andAlumni Communications
No Other Opt-in:NYU's Alumni-CentricMarketing ShiftKristine Faxon, Director of Advancement and Alumni CommunicationsSarah Shanahan, Associate Director of Advancement and Alumni CommunicationsCatherine Coppola, Email Marketing Manager2
Where do you work?(Poll)
Kristine Faxon Director of Advancement and Alumni CommunicationsUniversity Development and Alumni Relations NYUIthaca College, BA NYU, MS Integrated MarketingKristine.Faxon@nyu.edu LinkedIn: /kristinefaxon4
Sarah ShanahanAssociate Director, Advancement and Alumni CommunicationsUniversity Development and Alumni Relations, NYUEmerson College, BAsarah.shanahan@nyu.edu LinkedIn: Sarah (VanDerwerken) Shanahan5
Catherine CoppolaCatherine Coppola Email Marketing ManagerUniversity Development and Alumni Relations, NYUNYU, BA, Consumer Behavior NYU, MS, CorporateCommunications NYU, MS, Computer Science (pending!)catherine.coppola@nyu.edu LinkedIn: /catherineducey6
NEW YORK UNIVERSITYFounded in 1831, largest private university in United States3 Degree-granting campuses (NYC, Abu Dhabi, Shanghai)12 Global academic centers58,46126,98125,9045,576Total Student PopulationUndergraduateGraduate and ProfessionalNoncredit Programs100,000 Class of 2025 Undergraduate Applications15% Undergraduate Admission Rate85% 6-Year Undergraduate Graduation RateClass of 2023 Demographics:19% Asian/Pacific Islander9% African American19% Hispanic/Latino20% White24% International9% Other7
At a GlanceNYU ALUMNI600,000 alumni in 185 countriesRoughly 1/3 live in NY Metro area44% of the metro NYC population are recentgraduates (within 10 years)600,000 NYU Alumni Worldwide90.0% of alumni were either employed orenrolled in a graduate or professionalprogram within six months of graduationAccording to NYU’s The Life Beyond the Square Report for the Class of 2019FY20 ANNUAL REPORT 8
NYU Alumni Relations Communications partnersNew YorkSchools Arts & te of Fine ArtsISAWLawLiberal nTischWagnerShanghaiAbu Dhabi9
What We DoAlumni CommunicationsHow we do it differentlyWhy We Do What We DoPermission-basedcommunicationsEngagement andlong-termrelationship10
What is Opt-In?Becoming alumni-centric in our approach to email marketing“Yes, I wantto receiveemail fromyou”Builds anaudiencethat loveshearing fromusDeliverscontentalumni wantRewards ourmost engagedwhilerespectingpreferencesPromotestrust in NYUSuccessfulengagementand repeatengagement11
What is Opt-In?What is spam in the eyes of alumni? What causes them to hit the “this isspam” button? Any email they don’t expectAny email they don’t wantAny email they might have signed up for, but later decide they don’twantAny easy way to opt-out12
CAN-SPAM standsfor.(Poll)
Also.CAN-SPAM (Controlling the Assault of Non-Solicited Pornography AndMarketing) passed in 2003CASL (Canada’s Anti-Spam Law) passed in 2014GDPR (General Data Protection Regulation) implemented 2018CCPA (California Consumer Privacy Act) passed in 201814
WHERE we were and WHY we moved15
610%over five years16
18%in one year17
17%2/3alumni notreceiving email(unsubscribes,SPAM, or contactrestrictions)alumniunsubscribedfrom all(vs. category)30%unsubscribesoccurred in pastyear(FY15-FY16)18
THEN:Batch and BlastAll emailssent toeveryone whois notOpted-out19
NOW:MarketingAutomationEmails sentonly to thosewho haveOpted-in20
2019: Move to Opt-inReduce unsubscribesand increaseengagementInvite alumni toopt-in for clubEngaged AlumniUpdate contact information andcommunications preferences21
NYU Alumni ClubsClubs allow alumni to connect in regions around the world,locally, or around a shared interest and affinity.Affinity: Identity networks (LGBTQ,Women’s Initiative, BlackAlumni, Veteran Alumni, etc)Career NetworksOther clubs include ChoralArts, Residential Life,Washington Square News,and moreRegional: 30 North American cities andregions36 Countries and regions aroundthe worldAll alumni are welcome,regardless of school, college, ordegree type22
Timing forOpt-In LaunchMayJuly2019December2019March2020Launch Opt-InOpt-in CampaignPivot to Fully DigitalProgramsEmailed clubs to update tocontinue to receive: invitationsFall Magazine adeNewsletterEmailSocial MediaAnd more.Launched PilotMove to weekly digestMay2020New Grad NurtureCampaignWelcome new graduates to thefull opt-in experience.2021Continue Transition toOpt-InContinue to introduce andwelcome existing alumni to theopt-in experienceOptimize marketing andcampaign23
Preference Center PathThrough email footer:24
PreferenceCenter25
Preference CenterUsing the Preference Center on Marketo, alumni can update theircontact information and opt-in / opt-out of alumni messagingAll alumni areautomaticallyopted intoSignature Eventsand NewsAlumnipreviouslyreceiving clubs’invitations wereinvited orsubscribed inAlumni nowopt-in to Affinityand RegionalClubs to receiveinvitations26
Opt-In Campaign Email Dedicated email with customized messaging Promo boxes throughout Newsletter Social Media (all channels) Google Ads Magazine ad Live events27
Opt-In CampaignNYU Alumni MagazineFall 2019Delivery: October 201928
29
SocialMediaCampaign30
SoftMarketingtoCurrentlyEngagedPromo box in email31
Transition to Opt-InUse CaseNYU Women’s InitiativeRecent Alumni Network32
Why these clubs? Large “eligible” audienceRegular programmingHistorically presumed interestFluctuating distribution size33
Before / After Opt InBeforeAfter Requested lists from data team Lists generated inside Marketo Manually uploaded lists No more uploading No data quality checks Able to check data quality before sending Fluctuating list sizes Consistent audience size No opportunity to update email preferences Email the opt-in audience Unable to be a member of more than oneregional club Able to join any club34
Invitation to Opt-In AudiencesRecent Alumni NetworkWomen’s Initiative Lives in NYC Lives in NYC Graduated in Past 10 Years Listed as Female in DatabaseCombined Audience of 99,00035
The Invitations Drip campaignShortClear call to action36
The DripCampaignJourneyBehavior-Based EmailMarketing Plan37
Take a guess.What is the NYU Women’s Initiative &Recent Alumni Network’s combinedunsubscribe rate?38
.less than 0.01%
Email Engagement Increased ForBoth Clubs Open Rates Women’s Initiative: Nearlydoubled Recent Alumni Network:More than doubledClick to Open Rate Women’s Initiative: Morethan doubled Recent Alumni Network:Increased by 30%40
How is a list created now?Email distribution list is comprised of Alumni Who Have Opted-In I want to hear from the Women’s InitiativeI want to hear from the Recent Alumni Network41
Introduced withOpt-In Use CaseGraduating Class of 2020amidst COVID-1942
2020 Changed Our Plans. Shifted to fully onlineprogramming for alumniUnable to welcome the Classof 2020 in person43
Our Shift.What We PlannedWhat We DidOpt-In Only to Receive Club InvitationsOpt-In Only to Receive Club Invitations A Weekly DigestOpt-In Only to Receive an Alumni CardDigitally encouraged graduates to updatetheir address so we send the card to thecorrect place, but sent the card even if wedidn’t get a response.In person booth at Commencementactivities to encourage grads to sign-up44
What does it mean foropt-in? Still encouraged graduates to opt-in to clubsPivot: Include graduates on news and event digests tointroduce to programming and content samples offered by theNYUAA45
How did the Class of2020 respond?
NYU ALUMNIThe Full Class of2020 is Engaged 32% of graduates updated theiraddress and contact informationOpen rate for Class of 2020 is morethan double our generalpopulation’sClick rate is more than double ourgeneral populationFY20 ANNUAL REPORT
NYU ALUMNIOpted-In Members areEven More Engaged.Of the 32% that responded. Open rate is nearly triple the averageopen rate Click to open ratio is quadruple that ofour general population 25% higher attendance rate on NYUAAprograms than peers who did not opt inFY20 ANNUAL REPORT
What’s Next.
NYU ALUMNI Remove invalid and unresponsiveRe-engagement strategyWin back and wake the sleepingOverall better data hygieneFY20 ANNUAL REPORT
What can I do to start?Here are a few steps to launch opt-in: Become audience-centric in communicationsAssess communications platform Does it allow for updating preferences? Is it publically available?Select pilot group to launch with No more than 10% of baseIf decentralized, communicate and gain buy in from partnersConsider database and develop plan for bi-directional feedMeasure, measure, measureOptimize!51
Thanks!One More Thing 52
One word to summarizeyour takeaway fromtoday (please write in chat)
NYU's Alumni-Centric Marketing Shift 2 Kristine Faxon, Director of Advancement and Alumni Communications . NYU Ithaca College, BA NYU, MS Integrated Marketing Kristine.Faxon@nyu.edu LinkedIn: /kristinefaxon. 5 Sarah Shanahan Associate Director, Advancement and Alumni Communications University Development and Alumni Relations, NYU Emerson .
NYU School of Medicine Office of Development and Alumni Affairs One Park Avenue, 5th Floor New York, NY 10016 med.nyu.edu/alumni NYU Langone Health comprises NYU Langone Hospitals and NYU School of Medicine. THE ALUMNI MAGAZINE OF NYU SCHOOL OF MEDICINE SPRING 2018 6 HOST program brings together alumni and students, new practices open in Florida
NYU Langone Hospitals Community Health Needs Assessment and Community Service Plan Who We Are NYU Langone Health is one of the nation’s premier academic medical centers. Composed of NYU Langone Hospitals (“NYULH”) and NYU School of Medicine (“NYUSoM”), NYU Langone He
Advancement News is the official e-letter of the oy Scouts of America National Advancement Program Team. Its intent is to provide and clarify procedures found in the Guide to Advancement, announce various changes and updates in advancement, and to assist advancement committees in making decisions that can help increase the rate of advancement.
575-624-8035 or email Jennifer Rawdon at rawdon@nmmi.edu. Reported deceased since the last Newsletter on 29 Sep 2019 Deceased Alumni 2001 – 2020 Deceased Alumni 1981 – 2000 Deceased Alumni 1941 Deceased Alumni 1971 – 1980 Deceased Alumni 1961 – 1970 Deceased Alumni 1956 – 1960 Deceased Faculty and Staff Deceased Alumni 1951 – 1955
cybersecurity-strategy-masters.nyu.edu for more information. 2) Submit an optional preliminary application form to see if this program is the right fit for you. 3) Contact us. mscrs@nyu.edu 001 (212) 992-6093 cybersecurity-strategy-masters.nyu.edu Ready to Apply? Applicants are required to submit the following: e application Onlin CV/resume
NYU ABU DHABI STUDENT BODY #1 IN BOTH SENDING STUDENTS ABROAD AND HOSTING INTERNATIONAL STUDENTS IIE Open Doors report 2020 60 COUNTRIES REPRESENTED BY NYU SHANGHAI STUDENT BODY A UNIVERSITY WITHOUT WALLS Wherever you are in the world, you're at NYU 47% of Class of 2020 students studied abroad while at NYU 3 degree-granting campuses: NEW .
2018 3 Our Donors This year, a total of 6,572 alumni, friends, staff, faculty, and parents and 102 organizations supported the Institute through the VMI Alumni Agencies. As is customary, the majority of donors were alumni, but non-alumni donors made up almost 30 percent of this year’s total. 0 1000 2000 3000 4000 5000 Alumni*—4,636 (69.5%)
Alfredo Chavero (1981) concluye que los anteojos no son otra cosa que ex-presiones de las nubes y en cuanto a los colmillos, . lo señala Alfredo López Austin (1990): .como creador, Tláloc lo fue de la luna, del agua y de la lluvia y fue también uno de los cuatro soles cosmogónicos que precedieron al actual. Además de esto, reinaba en su propio paraí-so, el Tlalocan, que se .