Capital Campaign Engagement
Communication Best Practices for All Phases of a Campaign
Alumni associations must constantly be up to date with the latest trends and innovations in social media and mobile. This report offers a glimpse at the strategies leading colleges and universities are using to align and coordinate outreach and campaigns across a range of new platforms and sub-segments of their alumni bases.
School must employ magazines as an effective method of outreach to alert alumni and supporters about recent news, upcoming events and sparking increased donations. This report examines the hard-copy magazines available for eight schools covered by the Alumni Monitor coverage group.
The rapid change of communications offers opportunities and threats to the future of alumni magazines. The most effective magazines inform, entertain and engage readers of all audiences. All supporters, not just alumni, should have the option to subscribe to the print publication. This Alumni Monitor report reviews nine hard-copy magazines with an emphasis on design and availability, content, promotions and advertisements.
When possible, schools should endeavor to make it easy to donate directly from the app. Additionally, navigation must be intuitive and efficient. Top apps also provide compelling reasons for alumni to visit the app, including directories and information on alumni discounts. This report identifies several best practices related to alumni apps.
Twitter is not only a powerful tool for discussion and interaction, but a vital marketing role for universities to engage with valuable, tech-savvy consumers in real time. This report examines current best practices for how colleges can use Twitter to reach and engage alumni and offers implementable recommendations to improve Twitter presences and social media initiatives for alumni.
Improve Ease of Use: Pre-Fill Form Fields The most effective online giving forms pre-fill donor information to create an efficient experience. Schools must follow this practice to maximize the effectiveness of their giving forms.Security Matters: Add a User or Site Verification Element University websites should offer Secure Sockets Layer (SSL), Hypertext Transfer Protocol Secure (HTTPS) or user authentication verification software (e.g., reCaptcha) to assure donors that their websites are safe and secure.Create a Seamless Donation Process: Use Progress Meters and Responsive Design Donors should experience a direct, effortless giving process on any mobile or desktop device. Schools should include a range of standard features, including breadcrumbs, progress meters, expandable sections, lightboxes and responsive design. This research examines effective giving form practices.
Social media has grown from an afterthought to a key component in alumni outreach, allowing schools to reach out and stay in touch with their graduates. Facebook offers a flexible outlet for alumni outreach and development offices to reach their university communities. This white paper examines the best practices in Facebook-based alumni outreach.
Social Media Still Matters: Ambassador Programs Gain Traction Since last year, five additional schools introduced ambassador programs in honor of giving day. The most effective social media ambassador programs incentivize online participation with a chance to win school apparel and merchandise.Showcase Results Creatively: Publish Infographics Through social media, email, and microsite progress meters, schools are better able to provide timely fundraising and donor results to supporters about their giving days. These visuals are an effective way to present a lot of data in an easily digestible manner, allowing donors to better comprehend a giving day’s outcome. This brief examine new techniques to maximize Giving Day results.
Schools must leverage alumni milestones to improve alumni development. From our review of alumni websites, common milestone celebrations include designated microsites, promotional logos, custom hashtags and contest giveaways. This brief presents five alumni milestones from schools within the Alumni Monitor coverage group as well as other universities that surpassed their 100,000 alumni mark.