Helicopters or Helpers: Using social media for parent engagement and fundraising.
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Helicopters or Helpers: Using social media for parent engagement and fundraising.

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Parents of college students continue to hover as much as they did when their children were high school students. They want to be involved, they need to be involved, they WILL be involved. We also know ...

Parents of college students continue to hover as much as they did when their children were high school students. They want to be involved, they need to be involved, they WILL be involved. We also know that parent giving to higher education is on the rise and, interestingly, parents often feel more connected to the institutions their children attend than they do to their own alma maters. Social channels offer a powerful engine for driving communication and engagement with parents, especially when integrated with your website content. We'll talk about what works and how to get more bang—and maybe more bucks—from parents on social. Whether or not you have a formal parent program at your institution, you'll benefit from this discussion about this important stakeholder group. This presentation was part of the program for the 2013 CASE Social Media and Community Conference.

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    Helicopters or Helpers: Using social media for parent engagement and fundraising. Helicopters or Helpers: Using social media for parent engagement and fundraising. Presentation Transcript

    • Helicopters or Helpers?Using Social Media forParent Engagement and FundraisingCASE Social Media and Community 2013Susan T. Evans | Senior Strategist | mStoner
    • Susan T. EvansSenior StrategistmStoner@susantevans
    • B.A., Spanish Language & Literature
    • page 4Social ismaturing.
    • pageA long relationship with higher ed AND...
    • pageA long relationship with higher ed AND...How I learned not to be a helicopter parent.
    • pageJackWilliam & MaryClass of 2010RebeccaPeabody ConservatoryClass of 2013
    • Not just at the end.
    • UC RiversideLoyola University ChicagoGrinnell College
    • page 10
    • page 11
    • page 12
    • page 12
    • page 13
    • pageParents FundFamily WeekendsParent OrientationParent Leadership BoardsOffice of Alumni and Parent Engagement“Since 2000, nearly 150 schools havelaunched parent and family programs,almost doubling the number of existingprograms.” (CASE Currents 2011)
    • "Todays parents have been their kidssoccer coach and classroom moms, sotheir involvement doesnt stop when theydrop their child off at college."—Melissa GentryDirector of Parents ProgramsUniversity of South CarolinaOne Big Happy Family | CASE Currents | January 2011
    • They hover...Parents are turning to social mediato help them feel close to their kidswhen they’re at school.
    • Especially on Facebook.Phone Home: Tech Draws Parents, College Kids Closer (NPR 2012)
    • Especially on Facebook.Phone Home: Tech Draws Parents, College Kids Closer (NPR 2012)"Im friends with my daughter on Facebook,Im friends with most of her friends onFacebook, and shes friends with most of myfriends on Facebook."
    • page 18
    • “There’s growth in the use of social media toengage current students and their parents.”• 51% use social to communicate withparents of current students• 45% use social to communicate withparents of prospective students2012 CASE Social Media Survey
    • 2012 CASE Social Media SurveyNot at all and not muchNot at all and not muchNot at all and not much2010 2011 201241% 42% 38%To engage parents of current students.Quite a bit and extensivelyQuite a bit and extensivelyQuite a bit and extensively2010 2011 201230% 31% 35%
    • “I know a lot of people who signed upfor Facebook just to keep up on theirkids. I just talk to mine.”“I use to it to keep up with what’s goingon on campus. Then I can email my sonand remind him about speakers andevents he should go to.”
    • page 22When do you (especially)have their attention?
    • page 231. Applying.
    • Have posted comments or asked questions onthe Facebook page of a college on your list.• Students: 15%• Parents: 26%Noel-Levitz | 2011 E-Expectations ReportThe Online Expectations of Prospective College Students and Their Parents
    • Follow tweets froma campus on your list.• Students: 19%• Parents: 12%Noel-Levitz | 2011 E-Expectations ReportThe Online Expectations of Prospective College Students and Their Parents
    • Have visited YouTube or other videosites to look at schools on your list.• Students: 27%• Parents: 17%Noel-Levitz | 2011 E-Expectations ReportThe Online Expectations of Prospective College Students and Their Parents
    • pageExtraordinary Families Extraordinary YouParents marketing your school on YouTube.
    • pageExtraordinary Families Extraordinary YouParents marketing your school on YouTube.
    • page 282. Safety.
    • pageUNC Charlotte Admissions: Parent to ParentStudents talking to parents about safety.
    • pageUNC Charlotte Admissions: Parent to ParentStudents talking to parents about safety.
    • page3. Emergency. Crisis.
    • page4. Customer Service.
    • page 324. Complaints.
    • page 335. Fundraising.
    • “There is a slow but steadily growingacceptance that social mediaeffectively amplifies institutionalcommunications—though less certaintyabout its value in fundraising.”2012 CASE Social Media Survey
    • “On average, communications andmarketing staff tend to think they’re moresuccessful; development staff think they’reless successful. This makes sense: Theoutcome that defines success for adevelopment officer is dollars raised.Everyone acknowledges that it’s very hardto raise money through social channelsright now.”2012 CASE Social Media Survey
    • 2012 CASE Social Media SurveyNot at all and not muchNot at all and not muchNot at all and not much2010 2011 201238% 49% 46%To raise private funds.Quite a bit and extensivelyQuite a bit and extensivelyQuite a bit and extensively2010 2011 201231% 24% 26%
    • pageThe Upside ofHelicopters?
    • pageParent giving is on the rise.“Parents of alumni view their donations asgiving back to the school that helped propeltheir children into fulfilling careers and lives.”— CASE Currents (November/December 2011)2010: Parents gave nearly $540 million to U.S.higher education (a 49% increase from 2001).—Council for Aid to Education’s Voluntary Support of Education Survey
    • page 39“While the number of institutions thatuse social media for fundraising hasincreased, only 33 percent have raisedmore than $10,000 directly throughsocial media.”—Michael Stoner, president of mStoner
    • Chronicle of Higher Educationhttp://www.alumnifutures.com/2011/09/bucky-challenge.htmlUW-MadisonThe Bucky Challenge
    • Parents issued a social challenge.http://buckychallenge.wisc.edu/
    • Keep somethings in mind.
    • Half of all adult Americans own atablet or a smartphone.One-third use mobile to view newsstories and video at least once a week.Pew Research Centers Project for Excellence in Journalism
    • #mobile is #socialSocial content is huge on the mobile web.Mobile + Social = Social + Mobile
    • What do parents do?
    • Integrate your social properties formulti-channel communication.They will behovering everywhere...
    • myPortalyourAlumniCommunity.edu
    • pageMake it personal and emotional.48
    • St. Michael’s College GraduationSt. Michael’s College 2010
    • St. Michael’s College GraduationSt. Michael’s College 2010
    • page 51Be ready to feed the beast.
    • What if youneed more?
    • http://eduniverse.orgJoin the network forintergalactic .edu knowledge.
    • Read the CASE blog.
    • How are parents an audiencefor your social channels?
    • Thank you!@susantevansSusan T. EvansSenior Strategistsusan.evans@mStoner.com757.903.1120