What Can Betty White and Mark Zuckerberg Teach Us

About Engaging Young Alumni?

Presented by

Ann Oleson, Chief Visionary Officer

Converge Consulting

"Hey @RyanSeacrest - my new show airs tomorrow and I hear we're in the same time slot. I've always dreamed of sharing a night with you.”

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Betty White

http://www.nbc.com/betty-whites-off-their-rockers/video/bettys-an-artist/1394270

http://www.tvland.com/shows/hot-in-cleveland?xrs=sem_hic_ma&gclid=CNzrkKmgua8CFe4DQAodmQHegw

Young Alumni

• Why are they important?• Who are they?• Where do they spend

time/engage?• How can we build

relationships/communicate with them?

WHY ARE THEY IMPORTANT?

Young Alumni

“Giving when you’re a young alumnus is more likely to lead to greater giving when you’re an older alumnus.”

http://www.insidehighered.com/news/2010/08/02/claremont

Young Alumni

“In the long term if young alumni receive the support they need to be successful after college, they will want to give back financially to the institution that invest in them when they needed it most” –Linda Williams, U of Oregon

http://www.academicimpressions.com/news/encouraging-higher-giving-rate-young-alumni-0

Young Alumni

“Ensure the long-term health of the annual fund by moving donors into the pipeline early, and young alumni are often an insufficiently tapped resource.”

http://www.academicimpressions.com/news/encouraging-higher-giving-rate-young-alumni-0

Young Alumni

College and Universities need plans to engage young donors• Less frequent but higher total• Longer potential giving span• -2/+3 • Research in relation to # of small gifts

before major gift

WHO ARE YOUNG ALUMNI?

Young Alumni

Ages 18-30• More marketing-savvy• More cynical• Less trusting• More service-driven• More likely to donate to something they

care about

Who are the Millennials?

http://www.youtube.com/watch?v=hzCBtsvtD8I

Millennials

What is a millennial?• Born 1982 or later• Grew up in the 1990’s• More affluent• Better educated• More diverse• “next great generation”

Millennials

• More politically progressive• More technologically progressive• Less religiously inclined• Special• Sheltered• Team-oriented• Achieving• Pressured• Conventional• Civic-minded• Nostalgic• Not always aware of resources• Need repeated messages

Millennials

They want to participate in:• Social• Networking• Philanthropic• Mentoring• Intellectual• Academic• Community Service

Gen Xers

Young Alumni

Different goals of Milliennials and Gen Xers

• Millennials: Making the world a better place

• Gen X (30-45)

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How do they engage?

Where do young alumni spend time?

Interest: Google Insights for Search

Facebook• 845 Million Active Users• Gender

– Male 43% – Female 57%

• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%

• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%

Male; 43%Female;

57%

Facebook• 845 Million Active Users• Gender

– Male 43% – Female 57%

• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%

• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%

0-24

25-34

35-44

45+

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Facebook• 845 Million Active Users• Gender

– Male 43% – Female 57%

• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%

• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%

Less than HS Diploma

High School

Some College

Bachelor's of Graduate Degree

0% 10% 20% 30% 40% 50% 60%

Facebook• 845 Million Active Users• Gender

– Male 43% – Female 57%

• Age– 0-24 years 14%– 25-34 years 18%– 35-44 22%– 45+ 46%

• Education– Less than HS Diploma 9%– High School 10%– Some College 57%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 9%– $25,000- $49,999 33%– $50,000-$99,999 47%– $100,000+ 11%

$0-$24,999

$25,000-$49,000

$50,000-$99,999

$100,000+

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

9%

33%

47%

11%

Stanford University• https://www.facebook.com/sta

nford• They host Facebook

takeovers with faculty, called “office hours”

• They post student pictures and videos made by students and faculty

• Their audience is engaged and active

• Posts ask questions and prompt for engagement

Twitter• 127 Million Active Users• Gender

– Male 41% – Female 59%

• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%

• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%

Male; 41%

Female; 59%

Twitter• 127 Million Active Users• Gender

– Male 41% – Female 59%

• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%

• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%

0-24

25-34

35-44

45+

0% 5% 10% 15% 20% 25% 30% 35%

Twitter• 127 Million Active Users• Gender

– Male 41% – Female 59%

• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%

• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%

Less than HS Diploma

High School

Some College

Bachelor's of Graduate Degree

0% 20% 40% 60% 80%

Twitter• 127 Million Active Users• Gender

– Male 41% – Female 59%

• Age– 0-24 years 19%– 25-34 years 23%– 35-44 25%– 45+ 33%

• Education– Less than HS Diploma 9%– High School 8%– Some College 59%– Bachelor’s or Graduate Degree 24%

• Income– $0-$24,999 Income 15%– $25,000- $49,999 38%– $50,000-$99,999 37%– $100,000+ 10%

$0-$24,999

$25,000-$49,000

$50,000-$99,999

$100,000+

0% 10% 20% 30% 40%

Twitter

@Stanford• 65,077 followers• Klout score of 70• Tweets by student interns

– Tweets every day– Replies to questions, RTs– Follows conversations about Stanford– Funny!

Google+

• 90 Million Unique Visitors• Gender

– Male 71% – Female 29%

• Age– 0-24 years 50%– 25-34 years 28%– 35-44 11%– 45+ 11%

Male; 71%

Female; 29%

Google+

• 90 Million Unique Visitors• Gender

– Male 71% – Female 29%

• Age– 0-24 years 50%– 25-34 years 28%– 35-44 11%– 45+ 11%

0-24

25-34

35-44

45+

0% 10% 20% 30% 40% 50% 60%

Pinterest• 21 Million Unique Visitors• Gender

– Male 18% – Female 82%

• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%

• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%

Male; 18%

Female; 82%

Pinterest• 21 Million Unique Visitors• Gender

– Male 18% – Female 82%

• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%

• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%

0-24

25-34

35-44

45+

0% 5% 10% 15% 20% 25% 30% 35% 40%

Pinterest• 21 Million Unique Visitors• Gender

– Male 18% – Female 82%

• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%

• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%

Less than HS Diploma

High School

Some College

Bachelor's of Graduate Degree

0% 20% 40% 60% 80%

Pinterest• 21 Million Unique Visitors• Gender

– Male 18% – Female 82%

• Age– 0-24 years 10%– 25-34 years 26%– 35-44 29%– 45+ 35%

• Education– Less than HS Diploma 5%– High School 9%– Some College 61%– Bachelor’s or Graduate Degree 25%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 37%– $50,000-$99,999 46%– $100,000+ 10%

$0-$24,999

$25,000-$49,000

$50,000-$99,999

$100,000+

0% 10% 20% 30% 40% 50%

LinkedIn• 150 Million Registered Users• Gender

– Male 50% – Female 50%

• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%

• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%

Male; 50%Female; 50%

LinkedIn• 150 Million Registered Users• Gender

– Male 50% – Female 50%

• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%

• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%

0-24

25-34

35-44

45+

0% 10% 20% 30% 40% 50% 60%

LinkedIn• 150 Million Registered Users• Gender

– Male 50% – Female 50%

• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%

• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%

Less than HS Diploma

High School

Some College

Bachelor's of Graduate Degree

0% 20% 40% 60%

LinkedIn• 150 Million Registered Users• Gender

– Male 50% – Female 50%

• Age– 0-24 years 4%– 25-34 years 15%– 35-44 32%– 45+ 49%

• Education– Less than HS Diploma 3%– High School 10%– Some College 37%– Bachelor’s or Graduate Degree 50%

• Income– $0-$24,999 Income 7%– $25,000- $49,999 22%– $50,000-$99,999 50%– $100,000+ 21%

$0-$24,999

$25,000-$49,000

$50,000-$99,999

$100,000+

0% 10% 20% 30% 40% 50% 60%

LinkedIn

Myspace

• Gender– Male 36%– Female 64%

• Income– $0-25k 12%– $25-50k 51%– $50-75k 22%– $75-100k 9%– $100-150k 4%– $150k+ 2%

• Age– 0-18 12%– 18-24 18%– 25-34 26%– 35-44 20%– 45-54 18%– 55-64 5%– 65+ 1%

• Education– No HS Diploma 14%– High School 8%– Some College 63%– Bachelor’s Degree 12%– Graduate Degree 4%

YouTube

Education– No HS Diploma 13%– High School 10%– Some College 51%– Bachelor’s Degree 18%– Graduate Degree 8%

Blogs

Hopkins Interactive• http

://www.hopkins-interactive.com/– Student-run– Unmediated voice– Excellent use of

photos

Currently, Hopkins Interactive features 14 student blogs, 23 archived blogs (for a total of more than 2000 entries), four university blogs, 20+ student profiles, a message board with over 200 threads and 4400 responses, over 100 YouTube videos, and eight Twitter accounts.

Blogs

The Unofficial Stanford Blog• http://tusb.stanford.edu/

– Post that are critical of the school– Updated frequently, even on the

weekend– Is authentic and engaging—posts

about current events, polls and alumni

• Industry: GE’s leadership blog: http://www.itlpblog.com/– Used as a recruitment tool the blog

is updated by young professionals in the company.

Speaking of poets, California’s new Poet Laureate is Juan Felipe Herrera, the first Latino person to hold the position. He’s also a Stanford alumnus. We may be making waves in Silicon Valley, but we’re also changing the art world.

Location-based services

Foursquare.com/Harvard• https://foursquare.co

m/harvard• 58k followers• Fun facts, engaging

things to do, great tips

• Pictures• Engages a whole

new segment of Harvard visitors

Location-based services

Ohio State Mobile App• http://osu.edu/osu

mobile/• School schedule• Pictures• Bus schedules• Maps• Search the library

Photo-sharing

Colgate University• http://www.flickr.com/

photos/colgateuniversity/

• Pictures tell the story of Colgate

• Quality photographs• Updated regularly• Make the school

accessible and interesting

Video

Emerson College• http://www.youtube.com/wa

tch?v=AX7TxVcPpsA&feature=youtu.be

• “That’s So Emerson” video makes the school seem intelligent and interesting, while also having fun at their own expense

• This video keeps Emerson fresh and relevant and introduces them to a whole new segment of students

iTunes

USF• USF is topping the

charts in iTunes with it’s Lit2Go program

• Making literature accessible, USF is establishing a reputation and cracking the iTunes charts in a field dominated by Ivy Leagues

https://www.alumniconnections.com/olc/pub/SQA/pages/page_15.html

SU Serve- 10,000 hours month of April

Seniors as Alumni

Best times to engage:• Early and Often• Internships• Student awards• Homecoming• Alumni weekend

UM- Dearborn

http://www.umd.umich.edu/fullstory/article/Alumni_Difference_Makers/

UM- Dearborn “Difference Makers”

http://www.youtube.com/watch?v=evPwr4yAKFg&list=PL78A2B5332546AD1B&feature=plpp_play_all

http://www.youtube.com/watch?v=U_rFe8rSrB8&feature=relatedhttp://www.youtube.com/watch?v=evPwr4yAKFg&list=PL78A2B5332546AD1B&feature=plpp_play_all

http://www.youtube.com/watch?v=U_rFe8rSrB8&feature=related

From Student to Alumni

• Seamless transition: lay the foundation• Intentional messages and explicit

instruction• Support and cooperation of institution

DePaul 40 under 40

http://www.depaul.edu/magazine/pdf/DePaulMag_Fall11.pdf

From Student to Alumni

The Importance of Transparency• Outline expectations• Update contact information (online,

accessible)• Gifts• Pledge of support

iModules

From Student to Alumni

Incentives Matter• Giving them something they want• Creating a positive relationship• Feeling as if it’s an investment

MacWade Challenge

Key Take-Aways

• Invite opportunity to hear what is important to your alumni, what they value, and how you can deliver on it– Research– Social media listening– Forums

• Number of channels to reach them– Meet them where they are – With meaningful and relevant content/messaging

• Engage them throughout the life-cycle, starting when they are first-year students

Group Discussion Questions:

• How are you engaging your young alumni?

• Based on this information, what are 2-3 new engagement strategies that you could employ to engage them?

• Who wants to share?

Questions?