What Can Betty White and Mark Zuckerberg Teach Us About Engaging Young Alumni?

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  • http://commons.wikimedia.org/wiki/File:Betty_White_2010.jpg
  • http://www.flickr.com/photos/polkadotcreations/4639752002/sizes/l/in/photostream/
  • http://www.flickr.com/photos/bredgur/2981816006
  • Image from SLU Madrid Campus: http://www.flickr.com/photos/slumadridcampus/6266209742
  • Image from http://www.flickr.com/photos/vancouverfilmschool/6046897857/
  • Image from http://www.flickr.com/photos/vancouverfilmschool/6046897371/
  • Image from http://www.flickr.com/photos/vancouverfilmschool/6046898509/
  • Image from http://www.flickr.com/photos/unav/4295793912/
  • Image from http://www.flickr.com/photos/vancouverfilmschool/6047446808/
  • Image from http://www.flickr.com/photos/perspective/5935032852/in/photostream/
  • Image from http://www.flickr.com/photos/perspective/5935032890/
  • http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
  • Image from http://blogs.laweekly.com/squidink/2012/02/social_media_explained_with_do.php
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.google.com/insights/search/#q=facebook%2Ctwitter%2Cyoutube%2Cgoogle%20plus%2Cmyspace&geo=US&cmpt=q
  • http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
  • http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
  • http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
  • http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
  • http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
  • http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
  • http://www.cnn.com/2011/10/20/tech/social-media/universities-social-media/index.htmlOf note: These blogs use original photos, are unedited by marketing, have a raw authentic feel. The Biola blog is harder to navigate, but uses tumblr, a platform that many students use, so it’s easy for them to follow and share.
  • Image from http://www.flickr.com/photos/perspective/5935051262/in/photostream/
  • Image from http://www.flickr.com/photos/vancouverfilmschool/6047447328/in/photostream/
  • Image from ralph and jenny http://www.flickr.com/photos/ralphandjenny/4612732045
  • Image from ralph and jenny http://www.flickr.com/photos/ralphandjenny/4612732045
  • http://www.flickr.com/photos/mpwillis/5119830944/
  • What Can Betty White and Mark Zuckerberg Teach Us About Engaging Young Alumni?

    1. 1. What Can Betty White andMark Zuckerberg Teach Us About Engaging Young Alumni? Presented by Ann Oleson, Chief Visionary Officer Converge Consulting
    2. 2. "Hey @RyanSeacrest -my new show airstomorrow and I hear werein the same time slot. Ivealways dreamed ofsharing a night with you.‖
    3. 3. Betty Whitehttp://www.nbc.com/betty-whites-off-their-rockers/video/bettys-an-artist/1394270http://www.tvland.com/shows/hot-in-cleveland?xrs=sem_hic_ma&gclid=CNzrkKmgua8CFe4DQAodmQHegw 3
    4. 4. Young Alumni• Why are they important?• Who are they?• Where do they spend time/engage?• How can we build relationships/communicate with them?
    5. 5. WHY ARE THEY IMPORTANT?
    6. 6. Young Alumni―Giving when you’re a young alumnus is morelikely to lead to greater giving when you’re anolder alumnus.‖http://www.insidehighered.com/news/2010/08/02/claremont
    7. 7. Young Alumni―In the long term if young alumni receive thesupport they need to be successful aftercollege, they will want to give back financially tothe institution that invest in them when theyneeded it most‖ –Linda Williams, U of Oregonhttp://www.academicimpressions.com/news/encouraging-higher-giving-rate-young-alumni-0
    8. 8. Young Alumni―Ensure the long-term health of the annual fundby moving donors into the pipeline early, andyoung alumni are often an insufficiently tappedresource.‖http://www.academicimpressions.com/news/encouraging-higher-giving-rate-young-alumni-0
    9. 9. Young AlumniCollege and Universities need plans toengage young donors• Less frequent but higher total• Longer potential giving span• -2/+3• Research in relation to # of small gifts before major gift
    10. 10. WHO ARE YOUNG ALUMNI?
    11. 11. Young AlumniAges 18-30• More marketing-savvy• More cynical• Less trusting• More service-driven• More likely to donate to something they care about
    12. 12. Who are the Millennials?http://www.youtube.com/watch?v=hzCBtsvtD8I
    13. 13. MillennialsWhat is a millennial?• Born 1982 or later• Grew up in the 1990’s• More affluent• Better educated• More diverse• ―next great generation‖
    14. 14. 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
    15. 15. MillennialsThey want to participate in:• Social• Networking• Philanthropic• Mentoring• Intellectual• Academic• Community Service
    16. 16. Gen Xers
    17. 17. Young AlumniDifferent goals of Milliennials and Gen Xers• Millennials: Making the world a better place• Gen X (30-45)
    18. 18. 20
    19. 19. How do they engage?
    20. 20. Where do young alumni spend time?
    21. 21. Interest: Google Insights for Search
    22. 22. Facebook• 845 Million Active Users• Gender – Male 43% – Female 57%• Age Male, 43 – 0-24 years 14% Female, % – 25-34 years 18% – 35-44 22% 57% – 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%
    23. 23. Facebook• 845 Million Active Users• Gender 45+ – Male 43% – Female 57% 35-44• Age – 0-24 years 14% 25-34 – 25-34 years 18% – 35-44 22% – 45+ 46% 0-24• Education – Less than HS Diploma 9% 0% 10% 20% 30% 40% 50% – 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%
    24. 24. Facebook• 845 Million Active Users• Gender Bachelors of Graduate Degree – Male 43% – Female 57% Some College• Age – 0-24 years 14% High School – 25-34 years 18% – 35-44 22% – 45+ 46% Less than HS Diploma• Education – Less than HS Diploma 9% 0% 10% 20% 30% 40% 50% 60% – 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%
    25. 25. Facebook• 845 Million Active Users• Gender $100,000+ 11% – Male 43% – Female 57% $50,000-$99,999 47%• Age – 0-24 years 14% – 25-34 years 18% $25,000-$49,000 33% – 35-44 22% – 45+ 46% $0-$24,999 9%• Education – Less than HS Diploma 9% 0% 10% 20% 30% 40% 50% – 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%
    26. 26. 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
    27. 27. Twitter• 127 Million Active Users• Gender – Male 41% – Female 59%• Age Male, 41 – 0-24 years 19% % – 25-34 years 23% Female, – 35-44 25% 59% – 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%
    28. 28. Twitter• 127 Million Active Users• Gender 45+ – Male 41% – Female 59% 35-44• Age – 0-24 years 19% 25-34 – 25-34 years 23% – 35-44 25% 0-24 – 45+ 33%• Education – Less than HS Diploma 9% 0% 10% 20% 30% 40% – 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%
    29. 29. Twitter• 127 Million Active Users• Gender Bachelors of… – Male 41% – Female 59% Some College• Age – 0-24 years 19% High School – 25-34 years 23% – 35-44 25% Less than HS… – 45+ 33%• Education – Less than HS Diploma 9% 0% 20% 40% 60% 80% – 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%
    30. 30. Twitter• 127 Million Active Users• Gender $100,000+ – Male 41% – Female 59% $50,000-$99,999• Age – 0-24 years 19% $25,000-$49,000 – 25-34 years 23% – 35-44 25% – 45+ 33% $0-$24,999• Education – Less than HS Diploma 9% 0% 10% 20% 30% 40% – 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%
    31. 31. 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!
    32. 32. Google+• 90 Million Unique Visitors• Gender – Male 71% Female, 29% – Female 29%• Age Male, 71 % – 0-24 years 50% – 25-34 years 28% – 35-44 11% – 45+ 11%
    33. 33. Google+• 90 Million Unique Visitors• Gender 45+ – Male 71% 35-44 – Female 29% 25-34• Age 0-24 – 0-24 years 50% 0% 20% 40% 60% – 25-34 years 28% – 35-44 11% – 45+ 11%
    34. 34. Pinterest• 21 Million Unique Visitors• Gender – Male 18% – Female 82% Male, 18• Age % – 0-24 years 10% – 25-34 years 26% – 35-44 29% – 45+ 35%• Education – Less than HS Diploma 5% Female, – High School 9% 82% – 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%
    35. 35. Pinterest• 21 Million Unique Visitors• Gender 45+ – Male 18% – Female 82%• Age 35-44 – 0-24 years 10% – 25-34 years 26% 25-34 – 35-44 29% – 45+ 35%• Education 0-24 – Less than HS Diploma 5% – High School 9% – Some College 61% 0% 10% 20% 30% 40% – 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%
    36. 36. Pinterest• 21 Million Unique Visitors• Gender Bachelors of… – Male 18% – Female 82%• Age Some College – 0-24 years 10% – 25-34 years 26% High School – 35-44 29% – 45+ 35%• Education Less than HS… – Less than HS Diploma 5% – High School 9% – Some College 61% 0% 20% 40% 60% 80% – 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%
    37. 37. Pinterest• 21 Million Unique Visitors• Gender $100,000+ – Male 18% – Female 82%• Age $50,000-$99,999 – 0-24 years 10% – 25-34 years 26% $25,000-$49,000 – 35-44 29% – 45+ 35% $0-$24,999• Education – Less than HS Diploma 5% – High School 9% 0% 20% 40% 60% – 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%
    38. 38. LinkedIn• 150 Million Registered Users• Gender – Male 50% – Female 50%• Age Female, Male, 50 – 0-24 years 4% – 25-34 years 15% 50% % – 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%
    39. 39. LinkedIn• 150 Million Registered Users• Gender 45+ – Male 50% – Female 50% 35-44• Age – 0-24 years 4% 25-34 – 25-34 years 15% – 35-44 32% 0-24 – 45+ 49%• Education – Less than HS Diploma 3% 0% 20% 40% 60% – 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%
    40. 40. LinkedIn• 150 Million Registered Users• Gender Bachelors of… – Male 50% – Female 50% Some College• Age – 0-24 years 4% High School – 25-34 years 15% – 35-44 32% Less than HS… – 45+ 49%• Education – Less than HS Diploma 3% 0% 20% 40% 60% – 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%
    41. 41. LinkedIn• 150 Million Registered Users• Gender $100,000+ – Male 50% – Female 50% $50,000-$99,999• Age – 0-24 years 4% $25,000-$49,000 – 25-34 years 15% – 35-44 32% – 45+ 49% $0-$24,999• Education – Less than HS Diploma 3% 0% 20% 40% 60% – 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%
    42. 42. LinkedIn
    43. 43. Myspace • Age• Gender – 0-18 12% – – Male 36% – 18-24 18% 25-34 26% – Female 64% – 35-44 20% –• Income – 45-54 18% 55-64 5% – $0-25k 12% – 65+ 1% • Education – $25-50k 51% – No HS Diploma 14% – $50-75k 22% – High School 8% – – $75-100k 9% – Some College 63% Bachelor’s Degree 12% – $100-150k 4% – Graduate Degree 4% – $150k+ 2%
    44. 44. YouTubeEducation – No HS Diploma 13% – High School 10% – Some College 51% – Bachelor’s Degree 18% – Graduate Degree 8%
    45. 45. BlogsHopkins Interactive• http://www.hopkins- interactive.com/ – Student-run – Unmediated voice – Excellent use of Currently, Hopkins Interactive features 14 student blogs, 23 archived blogs (for a total of photos 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.
    46. 46. BlogsThe Unofficial StanfordBlog• 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 Fe Herrera, the first Latino person to hold the position. He’s a Stanford alumnus. We may be making waves in Silicon Valley, but we’re also changing the art world.
    47. 47. Location-based servicesFoursquare.com/Harvard• https://foursquare.com/ harvard• 58k followers• Fun facts, engaging things to do, great tips• Pictures• Engages a whole new segment of Harvard visitors
    48. 48. Location-based servicesOhio State MobileApp• http://osu.edu/osum obile/• School schedule• Pictures• Bus schedules• Maps• Search the library
    49. 49. Photo-sharingColgate University• http://www.flickr.com/ph otos/colgateuniversity/• Pictures tell the story of Colgate• Quality photographs• Updated regularly• Make the school accessible and interesting
    50. 50. VideoEmerson College• http://www.youtube.com/wa tch?v=AX7TxVcPpsA&featu re=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
    51. 51. iTunesUSF• 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
    52. 52. SU Serve- 10,000 hours month of Aprilhttps://www.alumniconnections.com/olc/pub/SQA/pages/page_15.html
    53. 53. Seniors as AlumniBest times to engage:• Early and Often• Internships• Student awards• Homecoming• Alumni weekend
    54. 54. UM- Dearbornhttp://www.umd.umich.edu/fullstory/article/Alumni_Difference_Makers/
    55. 55. UM- Dearborn ―Difference Makers‖http://www.youtube.com/watch?v=evPwr4yAKFg&list=PL78A2B5332546AD1B&feature=plpp_play_allhttp://www.youtube.com/watch?v=U_rFe8rSrB8&feature=relatedhttp://www.youtube.com/watch?v=evPwr4yAKFg&list=PL78A2B5332546AD1B&feature=plpp_play_allhttp://www.youtube.com/watch?v=U_rFe8rSrB8&feature=related
    56. 56. From Student to Alumni• Seamless transition: lay the foundation• Intentional messages and explicit instruction• Support and cooperation of institution
    57. 57. DePaul 40 under 40http://www.depaul.edu/magazine/pdf/DePaulMag_Fall11.pdf
    58. 58. From Student to AlumniThe Importance of Transparency• Outline expectations• Update contact information (online, accessible)• Gifts• Pledge of support
    59. 59. iModules
    60. 60. From Student to AlumniIncentives Matter• Giving them something they want• Creating a positive relationship• Feeling as if it’s an investment
    61. 61. MacWade Challenge
    62. 62. 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
    63. 63. 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?
    64. 64. Questions?

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