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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?
Gooooooaaaaalllls!
Gooooooaaaaalllls! What can social media do for you?
What I WON’T be talking about today…
Follow your people know where your audience plays
Follow your people know where your audience plays
Via Bime.com
Follow your people know 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 Shot If you don’t define success, you won’t know if you’re succeeding
Forget what you know crafting killer content
Forget what you know crafting killer content
Ah, ha!
Forget what you know crafting killer content
Authentic Humorous Honorable Assisted
Authenticity be true to your school
Authenticity be 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 was
water-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.
Honor It’s not about us, it’s about them
Honor What can we learn from Game of Thrones?
NOTHING.
Honor What 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 They want and/or need
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 needs a little help from friends
Assist Even the most brilliant content needs a little help from friends
Assist Even the most brilliant content needs a little help from friends
Assist
when you post something on Facebook, you must boost it
Boost it good.
Assist
when you post something on Facebook, you must boost it
POWER OF THE PERSONAL NETWORK THE RISE OF VIRTUAL VOLUNTEERS
How do we cash 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 HEAR
DONATIONS, DONATIONS, DONATIONS!
OUR RESPONSE
engage, engage, engage.
COMMUNITY MANAGER
KRYPTONITE
THE ART OF LISTENING IT’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 A
PARTNERSHIP
Prospect Research
Gift Officers Social Media
Annual Fund
“We’ve reached out for the last two years and…silence.”
- Cornell Major Gift Officer
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
$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)
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.