Maintaining alumni morale in the digital-first environment
We’ve been in the midst of a “digital transformation” for decades. From Apple Pay and Venmo to Facebook dominating ad space and the very concept of eCommerce itself. COVID-19 has only accelerated it.
As the repercussions of coronavirus continue to trickle down across industries, companies and organizations are continuing to adapt to an increasingly digital-first environment. University advancement is certainly no exception, nor should it be.
Fundraising has been moving more and more online for years. Not just in higher ed, but for nonprofits and grassroots fundraising on GoFundMe, even Venmo. As colleges and universities look to a digital-first approach, here are a few tips to help you and your organization make the most of it.
Harness the power of social media
According to Pew Research Center, 90% of 18-29 year olds were on social media in 2019. As were 82% of 30-49 year olds. 79% of both age populations use Facebook, while 67% of 18-29 year olds use Instagram, in addition to 47% of 30-29 year olds. As such, social media should be at the forefront of every Advancement strategy.
Social media creates opportunities for your audience to engage with Advancement year-round, which, in a world where in-person events are unlikely to resume “as usual” any time soon, will be key. Likewise, it provides a chance for current students to familiarize themselves with alumni and advancement groups on social media long before they graduate, encouraging them to keep in touch after they receive their diploma.
Put a face to it
Rather than telling someone about the impact a gift will have – show them. Put a face to it.
Restaurants around the country are asking for donations from patrons to keep their doors open, social justice organizations are in the midst of their largest fundraising cycles in decades, and we’re quickly approaching an election. Over 13 million people are also currently unemployed. Donors want, and need, to see an ROI for their gift.
In our work with the Rutgers University Foundation, we were able to use video interviews with scholarship recipients to create a dialogue between students and alumni and showcase the impact of a donation to Rutgers’ endowment. At the start of the project, Rutgers had the smallest endowment of any university in the Big 10. By the time we finished, they experienced their largest endowment growth in a decade and brought in over $1.5 million this June for their 2020 Giving Day.
Analyze, adjust, repeat
The purpose of Advancement is to advance. Analytics should be your best friend, especially if this is your first time focusing on a digital-first campaign or initiative. Every engagement should be measurable with a clear ROI.
When initiating a new campaign, even if it’s a single email, take a deep dive into the data. Which components resonated most with your audience? From there, adjust your strategy, and re-launch. This allows for a strategic, optimized use of resources, whether it be time or capital.
COVID-19 has certainly changed the face of higher education, but it doesn’t have to be the end of it. We’re here to help.
Want to see how we can help you advance in the COVID-19 era? Contact us below.