Experience Compartmentalization

The next few posts are going to illustrate various thoughts I have on improving either the Annual Giving or Phonothon programs. This first one is with regards to creating several distinct categories in which to place different alumni groups. One of the important points of this procedure is to ensure that there are not too many different categories, rather that should there be opportunities to combine categories that those occasions be expounded upon. The final understanding regarding this concept is that the reference points for the categories must have relation to the product on which we are focused (which will be discussed in a coming post): the University Experience.

For example, a category could be "alums valuing science and technology." Although the obvious precognition is that the participants in this group hold degrees in biology or chemistry or must have done laboratory research work, such is not so. In general many alums will end up valuing science and technology. For Xenu's sake, if you own an Ipod or are trying to get your middle schooler into typing, you VALUE the technology. That's not the point. The point is that there must be value of the subject on campus for a current university attendee. The whole reason for these categorizations is to link and to connect alums with current campus life and study. This understanding of value has not come from the alum's time at school but from the time after school during which reflection has taken place and the understanding formed.

But, seriously, this sounds way too hypothetical. The categories are going to be too broad. You're not going to be able to help anyone why they should give money in this vein let alone motivate them to do so. Well not quite yet. Let's throw some categories out there (obviously, there will be time for further contributions). Alumni who:

• Value science and technology
• Value the dedication involved in athletic participation
• Value opportunities provided by social circumstances
• Value opportunities provided by financial aid
• Value the application of academia
• Value the concept of college
• Value philanthropic efforts
• Value specific memories

Well, at least we can add to that list as we go on. There are approaches here in Phonothon terms. Obviously, a caller has the opportunity to understand her prospect more fully and can apply these understandings. Also, this will lead to more effective specialization, more efficiency, and skill improvement. In Annual Giving terms, it helps us to map out our consumers. It helps us to be more honest with them and ourselves. It allows us to specialize as well, to the point where further and more remarkable specialization can take place.

Finally, this is about networking. Don't take this the wrong way. Not everyone in category #4 is going to have cocktails with each other just based on the segments that we have pre-programmed. This is not what networking is. Networking is I know you, you know me; now that this connection has been established, let's discuss or become affiliated in something that interests the two of us. That second interest or category is much more difficult to discover and probably is not in our job title. Hell, it might take an entirely new media altogether.

Sometimes categorization and doing inventory and stacking boxes in piles is OK. It's almost always great when it's trying something that you've never done before. In order to lead Annual Giving to become the best in the country (yeah, set that goal really high!), we are going to have to rearrange things. This is one of those small things that could have major results down the line.