From Content to Cash: Engaging Alumni on Social Media
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From Content to Cash: Engaging Alumni on Social Media
From Content to Cash: Engaging Alumni on Social Media
✓Goooooooaaaaaaals
✓Crafting Content on the Social Web
✓ The Power of Virtual Volunteers
✓ Cashing in
Full Disclosure… I don’t know everything
I do know much of what we’re doing isn’t working.
Is social media the savior?
The Belief
The Reality
Gooooooaaaaalllls!
Gooooooaaaaalllls! What can social media do for you?
What I WON’T be talking about today…
Follow your peopleknow where your audience plays
Follow your peopleknow where your audience plays
Via Bime.com
Follow your peopleknow where your audience plays
Haste makes waste…of time
Gooooooaaaaalllls! how can social media aid advancement?
✓Brand exposure✓Donations✓Event Attendance ✓Crisis Management✓Prospect Discovery✓Stewardship
Beware of the office “post it” person
Hey! Can you share this on the Facebook page for me?
Beware of the office “post it” person
Hey! Can you take this static and unappealing piece of content and post it on Facebook even
though I have no idea what I hope to get out of it other than people will see it
because it’s on Facebook.
(translated)
Call Your ShotIf you don’t define success, you
won’t know if you’re succeeding
Forget what you knowcrafting killer content
Forget what you knowcrafting killer content
Ah, ha!
Forget what you knowcrafting killer content
✓Authentic ✓Humorous
✓Honorable ✓Assisted
Authenticitybe true to your school
Authenticitybe true to your school
The Viral Challenge: a social media gimmick
Everyone ‘s to Laugh
Inject Humor into Your Content Strategy
✓Humor establishes rapport
✓Humor triggers memorability
✓Humor creates alignment
Via -@KevinJDaum
Why Make them Laugh?
Water Cooler Talk
Before there was Facebook, there waswater-cooler conversation
Who shot J.R.??
The Age of the “Digital Water Cooler.”
“There comes a point in all our lives when a single event; personal or public, envelops us to a point where we cannot think, speak or focus on anything else. This is not new by any means; however, social media has taken it to a level which may or may not be a good thing.” – Patti Schwartz
✓Real-time reactions✓Real-time feedback✓Real-time sharing✓Real-time engagement
Your Audience is “Working”
The Nielsen Global Survey of Trust in Advertising polled more than 29,000 Internet respondents in 58 countries.
47% of global respondents agreed that humorous ads resonated the most. – Ekaterina Walter
“Start with your customer’s pain point. Comedy comes from pain, so it’s a rich area to mine.”
It’s funny because we ask for money…frequently.
It’s funny because Cornell winters are cold.
“When a brand shows that it doesn’t always take itself too seriously, it’s a powerful way to demonstrate authenticity and confidence, as well as connect with your community.” - Tim Washer, Cisco
Get serious, drop the serious.
Relaxing the Brand
Get serious, drop the serious.Relaxing the Brand
It’s funny because Cornell winters are cold.
... It’s engaging because ALL alumni endured it.
“Self-deprecating humor is sometimes a powerful way to humanize the brand. When a brand shows that it doesn’t always take itself too seriously, it’s a powerful way to demonstrate authenticity, as well as confidence.” – Tim Washer
It’s funny because Cornell ISN’T like Andy Bernard
Self-deprecating humor is sometimes a powerful way to humanize the brand. When a brand shows that it doesn’t always take itself too seriously, it’s a powerful way to demonstrate authenticity, as well as confidence. – Tim Washer
It’s funny because Cornell ISN’T like Andy Bernard
..but he WAS our commencement speaker.
“Add a funny sidekick. A simple approach is to have a company expert tell a story and toss in a few humorous responses along the way to help you reach a different audience.”- Tim Washer
85,000 views
14,000 views
10,000 views
37,000 views
Power of the President…and the mascot.
HonorIt’s not about us, it’s about them
HonorWhat can we learn from Game of Thrones?
NOTHING.
HonorWhat can we learn from Game of Thrones?
Honor
Give your audience what they want and/or need
Honor
Give your audience what they want and/or need
Honor
Give your audience what they want and/or need
Honor
Always try to make them the star of the show
Honor
Give your audience what
Think beyond content that is self-serving
Honor
Give your audience what They want and/or need
Think beyond content that is self-serving… And you just might get the desired response
Assist Even the most brilliant content
Assist Even the most brilliant content
Assist Even the most brilliant content
Boost it good.
POWER OF THE PERSONAL NETWORK THE RISE OF VIRTUAL VOLUNTEERS
How do we CA$H in on social engagement?
YOU CAN RUN, BUT YOU CAN’T HIDE THE BURDEN OF ROI
WHAT WE LIKE TO DO
My super power is engagement!
WHAT WE DON’T LIKE
WHAT WE HEARDONATIONS, DONATIONS, DONATIONS!
OUR RESPONSE
engage, engage, engage.
COMMUNITY MANAGERKRYPTONITE
THE ART OF LISTENINGIT’S ALL ABOUT WHAT THEY ARE SAYING
MONITORING SOFTWARE
MONITORING SOFTWARE
Are you having a conversation or just talking through a megaphone?
$115,000 raised
1,300 donors
CORNELL CROWDFUNDING PILOT
Average gift = $88.00
(7 projects)
64% First-Time Donors
13% Lapsed Donors
27% Young Alumni
August 2013 – December 2013
ADDRESSING THE UNENGAGED
PARNTERING WITH RESEARCHERS AND FUNDRAISERS
IT’S NOT GOOD VS. EVIL
I’m a FRIEND-raiser!
VS.
My ONE friend beats your one-thousand.
THE BELIEF:WE SERVE DIFFERENT PURPOSES
THE REALITY:WE’RE ALL FUNDRAISERS
FORMING APARTNERSHIP
Prospect Research
Gift OfficersSocial Media
Annual Fund
“We’ve reached out for the last two years and…silence.”
- Cornell Major Gift Officer
$75kA good start.
TEAMING UP:PLAYING TO OUR STRENGTHS
Happy VP (and less skeptical) of Development
REVERSING THE FLOW
600 ADDITIONS TO MG ANALYZED
• Included alumni, alumni ND, parents, and friends
• 60% had confirmed profiles on LinkedIn
JUST ALUMNI • 65% had profiles on LinkedIn • 15% already belonged to our private LinkedIn
group and we didn’t know it.
July 2014 – August 2014
The Old Prospector
Higher Ed’s Old Prospector AKA Gift Officer
Prevailing Thought.
$5M - $10M
$100k - $300k $500k - $1M
$1M - $3M
Industries
◇ Finance ◇ Medicine ◇ Law ◇ Energy ◇ Media ◇ Entrepreneurship
Titles
◇ Managing Director ◇ Managing Partner ◇ Partner ◇ Owner ◇ CEO/CFO/COO/CMO ◇ President ◇ Chairman ◇ Surgeon/MD ◇ Principal
Company Size
◇ Myself Only ◇ 1-10 ◇ 250-500 ◇ 1000-5000 ◇ 10,000+
Asking the Right Questions
“What class at Cornell was instrumental in helping you achieve occupational success?”
(2012)
(2013)
Asking the Right Questions
(2014)
(2015)
Some like this.
Others like this.
Some people like this.
Other people like this.
FY 2014 • 60 nominees processed • 96% assessed at 25K+ • 42% assessed at 100K+ • 10% assessed at 250K+
THE SOCIAL MEDIA STAMP PROSPECT NOMINATION
THE SOCIAL MEDIA STAMP PROSPECT NOMINATION
FY 2014 Nominees:
• Only 8 made a gift in FY14 • 21 have never made a gift to Cornell • Total lifetime giving = $42,000 (57% from 2 gifts) • MINIMUM capacity of nominees = $1.4 million (assuming everyone has at least $25k capacity)
OVERALL • 400+ nominees processed • 80-85% assessed at $25K+ • 35% assessed at $50-99K • 25% - 30% assessed at
$100K+
THE SOCIAL MEDIA STAMP PROSPECT NOMINATION
New Prospector?
✓ Establish goals and KPIs.
✓ Design compelling, authentic content that competes.
✓ Harness the power of the virtual volunteer.
✓ “Cross the aisle” and collaborate with fundraisers/prospect research.
✓ Listen as much as you broadcast.
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