Nearly every college and university in America and internationally uses social media in student recruitment, alumni relations, institutional marketing, fundraising, or all of them. Today, many institutions are combining social channels with other online and offline channels to create integrated, multi-dimensional campaigns.
In this webinar, Mallory Wood, mStoner’s director of marketing, shares the key components of successful social media campaigns. Daniella Nordin, Skidmore College’s social media specialist, and Ashley Budd, Cornell University’s assistant director of social media strategy, join Mallory to present two brand new case studies on how their institutions have successfully used social networking to engage key audiences and drive real results.
Skidmore sought new ways to engage their alumni and current students through a photo contest, Skid’s on the Loose. By reaching out to these audiences over winter break, Daniella and her team were able to generate hundreds of user-submitted photos and lots of enthusiasm. Daniella will share details on the project, from conception to production to results, and how this campaign aligned with Skidmore’s strategic goals and marketing messages.
Cornell’s alumni affairs social media team recognized the importance of supporting the University’s fundraising efforts, specifically annual giving. Piloting one of the first social, crowdfunding campaigns in higher education, Ashley will share how she and her team successfully leveraged the online communities they developed to activate new donors, reactivate lapsed donors, and engage young alumni.
41. m
Skids on the Loose -
Results
• Year 1
• Mapped requests and results
• 383/400 requests
• Over 500 photos
• Voting on Facebook only - 1,360 total votes
• Year 2
• 153/400 requests (+ Skids already on the loose)
• Over 300 photos
• Voting using WishPond on our site - 987 votes
• Overall vote on Facebook - additional 100 votes
Monday, March 10, 14
42. m
Social Media Strategy at
Cornell AAD
• Community Management
• Video production
• Livestreaming
• Media campaigns
• Prospect research @Ashley_Budd
@KeithHannon
@AGossen
Monday, March 10, 14
45. m
Hypotheses
• Crowdfunding will activate new donors.
• Crowdfunding will reactivate lapsed donors.
• Crowdfunding will engage young alumni.
Monday, March 10, 14
46. m
Special considerations
• Annual giving participation
• Annual Fund solicitations
• Donor experience and stewardship of small gifts
• Fundraising experience for volunteers
Monday, March 10, 14
47. m
Campaign Management
• Project Manager — Cornell Alumni Affairs, IT
Applications
• Project Leads — Cornell Alumni Affairs, Social Media
Strategy Team
• Core Team — Annual Fund, IT Services, Marketing
Communications, Metrics & Marketing, Prospect
Research and Donor Relations
• Platform Supplier — USEED
Monday, March 10, 14
48. m
10 week
Campaign Process
• Application & Interview
• Orientation on crowdfunding platform
• Three week coaching program for volunteer
fundraisers
• Four week campaign
• Follow up and stewardship
Monday, March 10, 14
49. m
!
Cornell University Crowdfunding Pilot Summary
Dilmun Hill LGBTQ AguaClara Latina/o Studies CUAUV Baja Racing Global Health
Raised: $6,780
Goal: $5,000
Supporters: 90
Raised: $18,105
Goal: $15,000
Supporters: 230
Raised: $32,365
Goal: $30,000
Supporters: 310
Raised: $14,811
Goal: $10,000
Supporters: 187
Raised: $10,641
Goal: $10,000
Supporters: 123
Raised: $21,306
Goal: $21,000
Supporters: 215
Raised: $10,576
Goal: $10,000
Supporters: 147
!
0!
50!
100!
150!
200!
250!
1950s! 1960s! 1970s! 1980s! 1990s! 2000s! 2010s!
Supporters by Decade
Monday, March 10, 14
50. m
Results
• 7 projects - All reached their goals. All overfunded.
• 1,302 donors total
• $114,584.00 total (average gift of $88.00)
• 64% first-time donors
• 13% lapsed donors
• 27% young alumni (year 2000+)
Monday, March 10, 14
51. m
Available now at
eduniverse.org/socialworks,
on Amazon, and in iBookstore.
The case studies in Social Works will inspire college
and university communicators, marketers, web
team members, and other staff, offering models and
details for highly successful initiatives. And, they
will convince presidents and other senior leaders
that social media is not just valuable, but essential, to
achieving institutional goals. In short, Social Works
belongs on the shelves (or on the e-readers) of college
and university staff who want to learn how to get
results with social media.
EDUniverse Media
eduniverse.org/socialworks
“...a fun, must-read book for anyone
charged with launching a social
media-inspired project or convincing
campus leaders to approve one.”
- Shannon D. Smith, Associate Director, Teaching,
Learning, and Professional Development,
EDUCAUSE
“...a must-read for higher education
marketing and communications
professionals.”
- Teri Lucie Thompson, CMO & Vice President
Marketing & Media, Purdue University
“...specific examples and best practices
for achieving success.”
- Teresa Valerio Parrot, Principal, TVP
Communications
“...A fantastic good read ... for senior
leadership. Social media must be part
of every university’s strategy – this
book helps the decision makers do a
better job.”
- Matthias Geering, Head Communications &
Marketing, University of Basel, Switzerland
Monday, March 10, 14
52. m
Thank you!Daniella Nordin
Online Community Manager
dnordin@skidmore.edu
Ashley Budd
Assistant Director, Social Media Strategy
ash265@cornell.edu
Mallory Wood
Director of Marketing
mallory.wood@mStoner.com
773.305.0537 x1042
Monday, March 10, 14