Social Media #getresults (for parent fundraising)
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share

Social Media #getresults (for parent fundraising)

  • 394 views
Uploaded on

This presentation offers ideas for using social media to get results for parent fundraising in education institutions. The presentation was a general session at the 27th Annual Parent Fundraising......

This presentation offers ideas for using social media to get results for parent fundraising in education institutions. The presentation was a general session at the 27th Annual Parent Fundraising Conference in August 2012.

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
394
On Slideshare
394
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
1
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide
  • \n
  • Doug\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Susan\n
  • Susan\n
  • Susan\n
  • Susan\n
  • \n
  • \n
  • Susan\n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n

Transcript

  • 1. Social Media #getresults 27th Annual Parent Fundraising ConferenceSusan T. Evans | Senior Strategist | mStoner page 1
  • 2. Hello!Susan T. Evans,Senior Strategist mStoner page 2
  • 3. 22+ years at the 2nd oldest college in the nation 72... page 3
  • 4. Jack RebeccaWilliam & Mary PeabodyClass of 2010 Conservatory Class of 2013 page 4
  • 5. “It’s been a long time comin’...” 1969 page 5
  • 6. Twitter
  • 7. Twitter
  • 8. Twitter
  • 9. Huh. @susantevans seems alot smarter than I expected.#parentfundraisingconf
  • 10. It’s not about us, it’s aboutthe audience we want toreach. #truethat#parentfundraisingconf
  • 11. Inbound marketing ismore effective forearning the attention ofaudiences.#parentfundraisingconf
  • 12. Agenda• All on the same page?• Social media is just communication!• Amplifying your message.• Susan’s pearls of wisdom...• Bonus: use social for audience testing.• #YourTurn
  • 13. All on the same page?
  • 14. The right tool for the right job. From @ThreeShipsMedia page
  • 15. Social media is free. page
  • 16. Social media is easy. page
  • 17. You should be on every platform.
  • 18.   More than 66% of adults online in America are connected to one or more social media platforms. Facebook has 845 million active users.        46% of Facebook users are over the age of 45.
  • 19. —Pew Reporthttp://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings/Twitter-use.aspx
  • 20. As of May 2011, 71% of online adultsreported watching videos on sites likeYouTube or Vimeo.—Pew Report
  • 21. They might be anywhere... Integrate your socialproperties for multi-channel communication.
  • 22. They hover... page
  • 23. Parent giving is on the rise. “Parents of alumni view their donations as giving back to the school that helped propel their 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
  • 24. Survey says: 51% use social media to communicate with parents of current students. —2012 Social Media & Advancement Research (CASE + mStoner + Slover-Linnet)http://www.mstoner.com/wp-content/uploads/2012/06/2012-CASE-SM- Topline.pdf
  • 25. Engaging parents.According to a CASE survey, only 31%of respondents considered raisingprivate funds as a goal of their socialmedia initiatives. (2010) Let’s talk about using social media to engage parents!
  • 26. Social media isjust communication!
  • 27. Find themwhere they’re supposed to be. http://www.peabody.jhu.edu/2049 page
  • 28. Build a special place for them. http://parents.blogs.wm.edu/ page
  • 29. Make it personal and emotional.St. Michael’s College: Commencement 2010
  • 30. Make it personal and emotional. St. Michael’s College 2010
  • 31. Try something different.http://www.jessup.edu/news-events/wju-raises-more-33000-one-day-social-media-fundraising- effort page
  • 32. Amplify your message.
  • 33. Everything is connected toeverything else. http://mstnr.me/9uemQS page
  • 34. Run acampaign! page 34
  • 35. #getresults Social Media Campaign:Focused effort to achieve goals using a variety of channels appropriate to the results sought.
  • 36. Nazareth CollegeFlight of the Flyers Campaign
  • 37. http://www.flightoftheflyers.com/
  • 38. Find your flyer.
  • 39. Get a Golden Flyer! “To be honest, I was surprised at how well it did take off, both years. I thought it was kind of a harebrained idea. We wanted to have some fun —I had no idea how much people would like it.” — Kerry Gotham Director of Alumni Relations at Nazareth College
  • 40. Adding Pinterest...http://pinterest.com/nazarethcollege/flight-of-the-flyers/
  • 41. William & MaryMascot Search Campaign
  • 42. http://www.wm.edu/mascot
  • 43. Jon Stewart ’84 (William & Mary Alum)
  • 44. The Griffin
  • 45. UW - MadisonThe Bucky Challenge
  • 46. http://buckychallenge.wisc.edu/http://www.alumnifutures.com/2011/09/bucky-challenge.html
  • 47. Parents issued a socialchallenge. http://buckychallenge.wisc.edu/
  • 48. Emory UniversityThe Blue Pig Campaign
  • 49. http://college.emory.edu/home/news/quadrangle/2011spring/pages25_28.html
  • 50. Susan’spearls of wisdom...
  • 51. Focus on content! page
  • 52. What kind of content? questions emotion photos and videos weather famous alums athletics insider info / sneak peeks
  • 53. The DosKeep it casual. Let the small stuff go.Have a plan. Own your ownTry new things. mistakes.Adapt to change. Listen andAddress serious interact.problems. Ask questions. page
  • 54. The Don’tsObvious Linkingpromotion. Facebook and Twitter.Silence. Responding toStuffy or overly trolls.professional.All posts thesame sort. page
  • 55. It’s theconversation, stupid. page 57
  • 56. Beware of trolls. page 58
  • 57. I was once paidto write tweets for a squirrel. @wmsquirrel page 59
  • 58. It’s like talking to your kids about sex. Answer the question that is asked. @lordbot page 60
  • 59. Bonus: use social for audience testing.
  • 60. Crowd source photos.
  • 61. Crowd source content. “What is an object that means William & Mary to you?”“How would you describe William & Mary in a Tweet or a Facebook status?”
  • 62. The Wrap
  • 63. Recommended• Establish partnerships with other campusunits• Leverage the university web presence and social• Spend the time and resources to produce great content (it always makes things easier)• Determine the purpose, relevance and importance of each channel• Integrate social channels with your .eduwebsite
  • 64. If you want to learn more...
  • 65. Join the network forintergalactic edu knowledge. http://eduniverse.org
  • 66. Check out the CASE blog.http://case.typepad.com/case_social_media/
  • 67. Thanks.http://bit.ly/NzDpT6 Susan T. Evans Senior Strategist susan.evans@mstoner.com @susantevans mStoner