This document summarizes a new alumni engagement strategy developed by Washington and Lee University. The strategy aims to kill three birds with one stone: 1) acquire entertaining and informative content from alumni for the new alumni website, 2) position alumni as thought leaders, and 3) provide career advice for students and young alumni. The strategy involves soliciting short editorial pieces from alumni on various career-related topics. Over 50 pieces have already been acquired and posted, driving increased social media engagement and website traffic. The new content acquisition program has proven self-sustaining with minimal administration needed. It provides benefits for alumni engagement, prospective student recruitment, and donor development.

1. Killing Three Birds
with One Stone…
Washington and Lee University
“Alumni Perspectives”
@RyanCatherwood

2. What’s in this for you?
• How W&L developed a new Alumni Affairs
communication strategy in tandem with a
website redesign
• How we created and executed an alumni-
supplied content acquisition system for a new
website
• Results and recommendations based on
five months of administration

3. Because what is Alumni Affairs at W&L?
The soft (or long) approach to development means
facilitating networking events to establish connections
under the university’s umbrella.
•Regional Alumni Chapters
•Searchable Databases
•Reunion Events
The point? Engagement resulting
in networking success stories!

4. Simulate the “Act of Networking”
and the
“Informational Interview”

5. Three Birds – One Stone (maybe not
‘killing’ but “hitting”…?
Great advice for young alums and current
students on the work world, graduate school,
and work/life.
Excellent digital content for the Alumni
Affairs Office that fits with our strategy of
“expertise in networking.” Content is both
entertaining and informative.
Alumni get self-promotion opportunity
and positioned as a “thought leader” in
their market and amongst peers.

6. Advice for Students & Young Alums
Mimic the “Act of Networking” and the “Informational
Interview
Connect the undergraduate experience with thoughtful
advice about the world after graduation
Help young alumni navigate uncertain post-graduate world
Mirror the conversations that occur at Networking Events

7. Entertaining Content For All
Content that brings alums back to the Alumni
Website! Bookmark it!
-Interested in career change
-Update on classmates
-Provide feedback in comments
-Great storytelling

8. Content with “Ethos”
Alumni lend credibility to professional
dialogue that W&L Administrators can’t
always provide
-Showcase alumni network access
-Alumni have greater depth of knowledge
-School spirit on display

9. Position Alumni As “Thought Leaders”
Alumni get their “Name in Lights” within the
Community
-Wordpress content sharing to specific chapter
-Bio visibility with self-promotion capability
-Industry related thought leadership

10. Self-Sustaining Content Acquisition Program
Create attractive medium for participation
-Entice regular contributors easily
-Minimize administration and solicitation
-Generate regular inflow with at least two months
of reserve content

11. The Content Math: Beginning
Step 1 was to convince the university that this
content could be acquired…and lots of it
-Starting: 5 asks, 3 “yes,” for 2 editorials
-2 month “incubation” period
-Initially asked Journalism/Mass Comm grads
-Created possible topic sheet w/ mock-up of site

12. The Content Math: Currently
While not completely automatic, creating a backlog
has been easy
-As of 7/31, 58 editorials posted at 2-3 per week
-25 editorials in the queue with 50 more promised
-4 solicitation periods per year
-Many volunteer or through Linkedin messages
-4 regular contributors (more than one submission)

13. Results: Social Sharing
#wlunetwork

14. Results: Social Media

15. Results: Development & Admissions
New tool for Advancement Purposes and Prospect
Development – also Admissions
-Useful tool for Development Officers
-New means of “touching” a prospect early
-Another way to give that keeps alumni involved
-Showcase of alumni network to prospectives
4th “Bird”

16. Results: Improved Traffic for “Guides”
One regular contributor
reports positive gains from
exposure
-Regular Contributor reports increased
web traffic to her personal website
corresponding with post dates.
-Also reports slight but increased book
sales in the days immediately following
her post dates.

17. Results: Engagement (Comments)
Actual
“networking” in
the comments
section!

18. Questions?