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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

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


Ah, ha!


✓Authentic ✓Humorous

✓Honorable ✓Assisted

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

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

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

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


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+


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.

QUESTIONS?

@[email protected]

THANK YOU!

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