2. From Content to Cash:
Engaging Alumni on Social Media
✓Goooooooaaaaaaals
✓Crafting Content on the Social Web
✓ The Power of Virtual Volunteers
✓ Cashing in
15. Gooooooaaaaalllls!
how can social media aid advancement?
✓Brand exposure
✓Donations
✓Event Attendance
✓Crisis Management
✓Prospect Discovery
✓Stewardship
16. Beware of the office “post it” person
Hey! Can you share this on th
Facebook page for me?
17. 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)
18. Call Your Shot
If you don’t define success, you
won’t know if you’re
succeeding
30. Water Cooler Talk
Before there was
Facebook, there was
water-cooler conversation
Who shot J.R.??
31. 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”
32. 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
33. “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.
34. 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
37. It’s funny because Cornell winters are cold.
... It’s engaging because ALL alumni endured it
38. “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
39. 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.
40. “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.
93. 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
107. FY 2014
• 60 nominees processed
• 96% assessed at 25K+
• 42% assessed at 100K+
• 10% assessed at 250K+
THE SOCIAL MEDIA STAMP
PROSPECT NOMINATION
108. 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)
109. 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
112. ✓ 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.
