What Can Betty White and Mark Zuckerberg Teach Us About Engaging Young Alumni?
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Transcript of What Can Betty White and Mark Zuckerberg Teach Us About Engaging Young Alumni?
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What Can Betty White and Mark Zuckerberg Teach Us
About Engaging Young Alumni?
Presented by
Ann Oleson, Chief Visionary Officer
Converge Consulting
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"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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3
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
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Young Alumni
• Why are they important?• Who are they?• Where do they spend
time/engage?• How can we build
relationships/communicate with them?
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WHY ARE THEY IMPORTANT?
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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
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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
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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
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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
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WHO ARE YOUNG ALUMNI?
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Young Alumni
Ages 18-30• More marketing-savvy• More cynical• Less trusting• More service-driven• More likely to donate to something they
care about
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Who are the Millennials?
http://www.youtube.com/watch?v=hzCBtsvtD8I
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Millennials
What is a millennial?• Born 1982 or later• Grew up in the 1990’s• More affluent• Better educated• More diverse• “next great generation”
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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
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Millennials
They want to participate in:• Social• Networking• Philanthropic• Mentoring• Intellectual• Academic• Community Service
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Gen Xers
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Young Alumni
Different goals of Milliennials and Gen Xers
• Millennials: Making the world a better place
• Gen X (30-45)
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20
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How do they engage?
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Where do young alumni spend time?
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Interest: Google Insights for Search
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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%
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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%
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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%
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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%
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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
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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%
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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%
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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%
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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%
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@Stanford• 65,077 followers• Klout score of 70• Tweets by student interns
– Tweets every day– Replies to questions, RTs– Follows conversations about Stanford– Funny!
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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%
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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%
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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%
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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%
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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%
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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%
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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%
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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%
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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%
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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%
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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%
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YouTube
Education– No HS Diploma 13%– High School 10%– Some College 51%– Bachelor’s Degree 18%– Graduate Degree 8%
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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.
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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.
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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
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Location-based services
Ohio State Mobile App• http://osu.edu/osu
mobile/• School schedule• Pictures• Bus schedules• Maps• Search the library
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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
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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
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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
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https://www.alumniconnections.com/olc/pub/SQA/pages/page_15.html
SU Serve- 10,000 hours month of April
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Seniors as Alumni
Best times to engage:• Early and Often• Internships• Student awards• Homecoming• Alumni weekend
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UM- Dearborn
http://www.umd.umich.edu/fullstory/article/Alumni_Difference_Makers/
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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
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From Student to Alumni
• Seamless transition: lay the foundation• Intentional messages and explicit
instruction• Support and cooperation of institution
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DePaul 40 under 40
http://www.depaul.edu/magazine/pdf/DePaulMag_Fall11.pdf
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From Student to Alumni
The Importance of Transparency• Outline expectations• Update contact information (online,
accessible)• Gifts• Pledge of support
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iModules
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From Student to Alumni
Incentives Matter• Giving them something they want• Creating a positive relationship• Feeling as if it’s an investment
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MacWade Challenge
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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
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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?
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Questions?