Image supply: University of New Hampshire

What are the possibilities of you donating cash to a stranger from an NGO once they strategy you on the road throughout your downtime?

Pretty slim, proper?

I imply, certain, it’s for trigger and all the pieces however not many people would take the leap and donate cash instantly, would we?

For starters, you don’t know who that particular person is, nor do you belief them sufficient to be ok with providing cash even in case you help the trigger. The lacking ingredient right here is belief and the shortage of relationship with that particular person.

This is just about the case when organizations or universities need to increase funds on social media.

This article was up to date in May 2020. The learnings introduced listed below are relevant not only for universities, however for any model that desires to make use of social media as a fundraising device.

“No one goes to a university Facebook page looking for a place to donate.”

These sensible phrases got here from Jason Boucher, Social Media Manager on the University of New Hampshire. Speaking on the 2017 Social Media Strategies Summit for Higher Education, he detailed tips on how to use social media as an alumni engagement and fundraising device, and my thoughts was blown a number of instances over.

For most manufacturers, constructing an engaged social media neighborhood is sufficient of a problem. Now think about having to ask your viewers for cash as properly. While Jason’s presentation centered on universities, any model may take a lesson from it.

Here we take a deep dive into the various methods you’ll be able to foster a social media neighborhood whereas crushing your annual fundraising targets.

Content is essential

Strong, different content needs to be the spine of your social media technique.

Before you’ll be able to construct a neighborhood environment or increase cash on your college, you first need to get your viewers to take a look at your social pages. The methodology for drawing in pals and alumni could be described in borderline-obvious phrases: put up content that your viewers really needs to see.

For an alumni web page, this content needs to be centered round your college and your alumni themselves in equal measure. Instagram posts that includes your beautiful campus can not often go incorrect, and nothing evokes school nostalgia like an image of your favourite quad in autumn.

You may use alumni pages to advertise your college’s historical past. Use the favored #TBT hashtag (for Throwback Thursday) on Thursdays for a reminder of what was taking place fifty, 100 (or for youthful colleges, ten) years in the past.

Not solely does this follow present enjoyable info about your college, however it will probably additionally really improve alumni engagement as properly. By posting a throwback picture from, say, 1970, you’ll be able to encourage alums who had been there on the time to affix in on the dialog and reminisce within the feedback part about their time at your college.

Once you’ve bought the fundamentals down, don’t be afraid to get artistic with the content you promote. These pages don’t need to hold a professorial environment, and just a little variation can go a great distance.

For occasion, the University of New Hampshire pages usually function light-hearted quizzes, polls, and even music playlists. These practices will hold followers engaged in your pages, and selling enjoyable content with no direct ask for donations hooked up underlines the concept that these pages are for the alum’s profit greater than for the faculty’s.

These pages can foster a way of college spirit and identification which could in any other case have been misplaced. A scholar may love their expertise in school, however with no ongoing contact, they may then graduate, transfer far-off and lose their sense of reference to their alma mater. In the best palms, social media alumni pages could be a useful device for reminding your college’s neighborhood of why they cherished their time there and why they need to need to assist youthful college students have the identical nice expertise that they had.

You need your viewers to narrate to your college within the current tense: they need to consider themselves as a “University of X Alum,” not only a one that used to attend a sure school.

Maintaining a present-tense neighborhood

Your alumni social media pages ought to operate as the middle of your on-line neighborhood.

If pushing out sturdy content to attract in an alumnus is the 1st step within the strategy of constructing your social media presence, selling engagement is step two. In different phrases, you’ve found out tips on how to speak to your viewers. How do you make them speak to one another?


Sometimes the reply presents itself naturally, similar to when alumni strike up conversations within the feedback sections of your stellar content. In this case, all the time bear in mind to love and reply to feedback wherever doable; your direct engagement with alumni can go a great distance towards reinforcing your college’s model on a private stage. Use paid social media to advertise alumni occasions, boosting engagement on-line, and in actual life.

To nurture these connections on a private stage, concentrate on selling the alumni themselves. The University of New Hampshire options their alumni’s lives on Instagram tales, giving brief explanations of what every particular person has been capable of accomplish since they earned their levels.

This accomplishes a number of targets directly: it promotes the alum themselves, it encourages different alumni to reconnect and chat with classmates they could not have spoken to in years, and it reveals potential college students what they may accomplish with a level from UNH. Showing off who your alums are and the place they’re now could be an effective way to advertise your neighborhood and your college by affiliation.

Crunch time: The Direct Ask

These on-line communities of alumni, pals, and household are extremely precious in their very own proper – they’re one of the best ways of sustaining college spirit and historical past within the digital age. As everyone knows, although, a serious aim in all University promotion is growth. As somebody who labored in her University’s Phonathon program for 3 years (Brandeis Class of 2016, holla!) I understand how essential college fundraisers are; just a few donations could make it doable for an adolescent to afford a university schooling.

However, the follow of taking pictures at nighttime is a serious roadblock to fundraising efforts. Without a well-maintained alumni neighborhood, folks merely don’t care sufficient about their alma maters to present donations that profit future college students. By executing a social media technique that entails former college students in your college, you’ll be able to lay the required groundwork properly earlier than you ever maintain an precise fundraiser.

Every time you publish content in your alumni pages, you foster goodwill amongst your college’s alumni, household, and pals. When the time lastly involves ask for donations, the query doesn’t come out of wherever or sound like a requirement. Instead, it reads as a worthwhile favor for a pal.

Your social media pages ought to work continuously to remind your alums of how they benefited from their levels, and the way essential it’s to verify youthful college students have entry to the identical alternatives. For annual fundraisers, remember to remind your community forward of time. To keep away from cluttering your pages, arrange darkish posts counting all the way down to the fundraiser begin date.

Give your viewers updates on how shut you’re to creating your targets, and most significantly, remember to have a good time together with your entire on-line community whenever you hit your targets. Development is a crew effort, and looping your donors in on the rewarding feeling of hitting your aim will make them extra probably to present once more subsequent time.

For fundraising efforts that occur year-round, like Phonathon, don’t hesitate to make use of the general public info in your social media pages to assist foster donations. If an alum makes a remark praising your college’s English division, ship that alum’s identify, class yr, and remark over to your Phonathon crew. That form of background info is invaluable to your fundraising crew, as it will probably assist foster goodwill on a direct scale.

Just make certain to not sound too creepy when utilizing this info: “I saw your comment on the University Alumni page” will not be a very bizarre factor to say to somebody. “I combed through your personal Facebook page until I found out that on July 12, 2007, you mentioned that you were interested in architecture so please make a donation to our architecture department…” could be borderline.

Key Takeaways:

  1. Your alumni community is your most dear useful resource. Encourage them to narrate to their alma mater within the current tense, not the previous.
  2. Don’t be afraid to suppose exterior the field when creating content. Remember, your viewers is your alumni; they’re all sensible individuals who need to interact with artistic content on social media.
  3. The direct ask for cash doesn’t need to be painful. If you spend day by day reminding your alumni community of why you all love your alma mater, the occasional request for a donation sounds cheap. Just have enjoyable and do not forget that you and your donors are all on the identical crew.

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