Social Media #getresults (for parent fundraising)

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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.

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  • Social Media #getresults (for parent fundraising)

    1. 1. Social Media #getresults 27th Annual Parent Fundraising ConferenceSusan T. Evans | Senior Strategist | mStoner page 1
    2. 2. Hello!Susan T. Evans,Senior Strategist mStoner page 2
    3. 3. 22+ years at the 2nd oldest college in the nation 72... page 3
    4. 4. Jack RebeccaWilliam & Mary PeabodyClass of 2010 Conservatory Class of 2013 page 4
    5. 5. “It’s been a long time comin’...” 1969 page 5
    6. 6. Twitter
    7. 7. Twitter
    8. 8. Twitter
    9. 9. Huh. @susantevans seems alot smarter than I expected.#parentfundraisingconf
    10. 10. It’s not about us, it’s aboutthe audience we want toreach. #truethat#parentfundraisingconf
    11. 11. Inbound marketing ismore effective forearning the attention ofaudiences.#parentfundraisingconf
    12. 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. 13. All on the same page?
    14. 14. The right tool for the right job. From @ThreeShipsMedia page
    15. 15. Social media is free. page
    16. 16. Social media is easy. page
    17. 17. You should be on every platform.
    18. 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. 19. —Pew Reporthttp://pewinternet.org/Reports/2012/Twitter-Use-2012/Findings/Twitter-use.aspx
    20. 20. As of May 2011, 71% of online adultsreported watching videos on sites likeYouTube or Vimeo.—Pew Report
    21. 21. They might be anywhere... Integrate your socialproperties for multi-channel communication.
    22. 22. They hover... page
    23. 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. 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. 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. 26. Social media isjust communication!
    27. 27. Find themwhere they’re supposed to be. http://www.peabody.jhu.edu/2049 page
    28. 28. Build a special place for them. http://parents.blogs.wm.edu/ page
    29. 29. Make it personal and emotional.St. Michael’s College: Commencement 2010
    30. 30. Make it personal and emotional. St. Michael’s College 2010
    31. 31. Try something different.http://www.jessup.edu/news-events/wju-raises-more-33000-one-day-social-media-fundraising- effort page
    32. 32. Amplify your message.
    33. 33. Everything is connected toeverything else. http://mstnr.me/9uemQS page
    34. 34. Run acampaign! page 34
    35. 35. #getresults Social Media Campaign:Focused effort to achieve goals using a variety of channels appropriate to the results sought.
    36. 36. Nazareth CollegeFlight of the Flyers Campaign
    37. 37. http://www.flightoftheflyers.com/
    38. 38. Find your flyer.
    39. 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. 40. Adding Pinterest...http://pinterest.com/nazarethcollege/flight-of-the-flyers/
    41. 41. William & MaryMascot Search Campaign
    42. 42. http://www.wm.edu/mascot
    43. 43. Jon Stewart ’84 (William & Mary Alum)
    44. 44. The Griffin
    45. 45. UW - MadisonThe Bucky Challenge
    46. 46. http://buckychallenge.wisc.edu/http://www.alumnifutures.com/2011/09/bucky-challenge.html
    47. 47. Parents issued a socialchallenge. http://buckychallenge.wisc.edu/
    48. 48. Emory UniversityThe Blue Pig Campaign
    49. 49. http://college.emory.edu/home/news/quadrangle/2011spring/pages25_28.html
    50. 50. Susan’spearls of wisdom...
    51. 51. Focus on content! page
    52. 52. What kind of content? questions emotion photos and videos weather famous alums athletics insider info / sneak peeks
    53. 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. 54. The Don’tsObvious Linkingpromotion. Facebook and Twitter.Silence. Responding toStuffy or overly trolls.professional.All posts thesame sort. page
    55. 55. It’s theconversation, stupid. page 57
    56. 56. Beware of trolls. page 58
    57. 57. I was once paidto write tweets for a squirrel. @wmsquirrel page 59
    58. 58. It’s like talking to your kids about sex. Answer the question that is asked. @lordbot page 60
    59. 59. Bonus: use social for audience testing.
    60. 60. Crowd source photos.
    61. 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. 62. The Wrap
    63. 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. 64. If you want to learn more...
    65. 65. Join the network forintergalactic edu knowledge. http://eduniverse.org
    66. 66. Check out the CASE blog.http://case.typepad.com/case_social_media/
    67. 67. Thanks.http://bit.ly/NzDpT6 Susan T. Evans Senior Strategist susan.evans@mstoner.com @susantevans mStoner

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