Highgate School - Direct Marketing & Data Services - Blackbaud

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Highgate School

Benefits from Blackbaud NetCommunity

Highgate School in North London has embraced some significant structural development in the last few years, changing between 2004 and 2006 from an all-boys 13+ entry school to a co-educational 11+ entry one.

This followed the end of boarding in the mid-90s. At the same time, the Foundation Office at the school has taken over responsibility for communications to Highgate’s alumni/ alumnae, in particular through a website and a magazine.

Challenge

  • Over recent years the School has been working hard to create and nurture strong and supportive relationships with its alumni.
  • The Foundation Office has been using The Raiser’s Edge® as its chosen fundraising database for some time.
  • With a new responsibility for alumni communications the School required a tool that would help to improve online communications.

Solution

  • The Foundation Office implemented Blackbaud NetCommunity to help launch a new web site for alumni, as well as a facility to enhance online communication.
  • Integration between Blackbaud NetCommunity and The Raiser’s Edge ensures a complete picture of all alumni is built and maintained, both online and offline.

Results

  • E-newsletters have been introduced, helping to establish more than 1,000 registered users in just six months.
  • Responses to communications have been significantly improved through the personalisation of emails and letters, and the ability for alumni to specify preferences when registering online.
  • Reporting within Blackbaud NetCommunity helps the School to identify trends and better target communications to alumni, resulting in more favourable responses.
  • A significant increase in people attending events has also been seen, reflecting better targeting of potential attendees which was made possible with the improved data gathered from those who have registered.
 
 

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