1. What Can Betty White and
Mark Zuckerberg Teach Us
About Engaging Young
Alumni?
Presented by
Ann Oleson, Chief Visionary Officer
Converge Consulting

2. "Hey @RyanSeacrest -
my new show airs
tomorrow and I hear we're
in the same time slot. I've
always dreamed of
sharing a night with you.‖

3. Betty White
http://www.nbc.com/betty-whites-off-their-
rockers/video/bettys-an-artist/1394270
http://www.tvland.com/shows/hot-in-
cleveland?xrs=sem_hic_ma&gclid=CNzrkK
mgua8CFe4DQAodmQHegw
3

5. Young Alumni
• Why are they important?
• Who are they?
• Where do they spend
time/engage?
• How can we build
relationships/communicate
with them?

7. WHY ARE THEY IMPORTANT?

8. Young Alumni
―Giving when you’re a young alumnus is more
likely to lead to greater giving when you’re an
older alumnus.‖
http://www.insidehighered.com/news/2010/08/0
2/claremont

9. Young Alumni
―In the long term if young alumni receive the
support they need to be successful after
college, they will want to give back financially to
the institution that invest in them when they
needed it most‖ –Linda Williams, U of Oregon
http://www.academicimpressions.com/news/enc
ouraging-higher-giving-rate-young-alumni-0

10. Young Alumni
―Ensure the long-term health of the annual fund
by moving donors into the pipeline early, and
young alumni are often an insufficiently tapped
resource.‖
http://www.academicimpressions.com/news/enc
ouraging-higher-giving-rate-young-alumni-0

11. Young Alumni
College and Universities need plans to
engage young donors
• Less frequent but higher total
• Longer potential giving span
• -2/+3
• Research in relation to # of small gifts
before major gift

12. WHO ARE YOUNG ALUMNI?

13. Young Alumni
Ages 18-30
• More marketing-savvy
• More cynical
• Less trusting
• More service-driven
• More likely to donate to something they
care about

14. Who are the Millennials?
http://www.youtube.com/watch?v=hzCBtsvt
D8I

15. Millennials
What is a millennial?
• Born 1982 or later
• Grew up in the 1990’s
• More affluent
• Better educated
• More diverse
• ―next great generation‖

16. 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

17. Millennials
They want to participate in:
• Social
• Networking
• Philanthropic
• Mentoring
• Intellectual
• Academic
• Community Service

18. Gen Xers

19. Young Alumni
Different goals of Milliennials and Gen Xers
• Millennials: Making the world a better
place
• Gen X (30-45)

20. 20

21. How do they engage?

22. Where do young alumni spend time?

25. Interest: Google Insights for Search

26. 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%

27. 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%

28. Facebook
• 845 Million Active Users
• Gender Bachelor's 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%

29. 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%

30. 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

31. 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%

32. 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%

33. Twitter
• 127 Million Active Users
• Gender Bachelor's 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%

34. 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%

35. 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!

36. 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%

37. 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%

38. 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%

39. 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%

40. Pinterest
• 21 Million Unique Visitors
• Gender Bachelor's 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%

41. 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%

42. 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%

43. 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%

44. LinkedIn
• 150 Million Registered Users
• Gender Bachelor's 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%

45. 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%

46. LinkedIn

47. 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%

48. YouTube
Education
– No HS Diploma 13%
– High School 10%
– Some College 51%
– Bachelor’s Degree 18%
– Graduate Degree 8%

49. Blogs
Hopkins 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.

50. Blogs
The Unofficial Stanford
Blog
• 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.

51. Location-based services
Foursquare.com/H
arvard
• https://foursquare.com/
harvard
• 58k followers
• Fun facts, engaging
things to do, great tips
• Pictures
• Engages a whole new
segment of Harvard
visitors

52. Location-based services
Ohio State Mobile
App
• http://osu.edu/osum
obile/
• School schedule
• Pictures
• Bus schedules
• Maps
• Search the library

53. Photo-sharing
Colgate University
• http://www.flickr.com/ph
otos/colgateuniversity/
• Pictures tell the story of
Colgate
• Quality photographs
• Updated regularly
• Make the school
accessible and
interesting

54. Video
Emerson 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

55. iTunes
USF
• 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

56. SU Serve- 10,000 hours month of April
https://www.alumniconnections.com/olc/pub/
SQA/pages/page_15.html

57. Seniors as Alumni
Best times to engage:
• Early and Often
• Internships
• Student awards
• Homecoming
• Alumni weekend

58. UM- Dearborn
http://www.umd.umich.edu/fullstory/article/Al
umni_Difference_Makers/

59. UM- Dearborn ―Difference Makers‖
http://www.youtube.com/watch?v=evPwr4yAKFg&list
=PL78A2B5332546AD1B&feature=plpp_play_all
http://www.youtube.com/watch?v=U_rFe8rSrB8&feat
ure=relatedhttp://www.youtube.com/watch?v=evPwr
4yAKFg&list=PL78A2B5332546AD1B&feature=plpp
_play_all
http://www.youtube.com/watch?v=U_rFe8rSrB8&feat
ure=related

60. From Student to Alumni
• Seamless transition: lay the foundation
• Intentional messages and explicit
instruction
• Support and cooperation of institution

61. DePaul 40 under 40
http://www.depaul.edu/magazine/pdf/DePaul
Mag_Fall11.pdf

62. From Student to Alumni
The Importance of Transparency
• Outline expectations
• Update contact information
(online, accessible)
• Gifts
• Pledge of support

63. iModules

64. From Student to Alumni
Incentives Matter
• Giving them something they want
• Creating a positive relationship
• Feeling as if it’s an investment

65. MacWade Challenge

66. 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

67. 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?

68. Questions?