Welcome
LAW ALUMNI: LIFELONG PARTNERS IN ADMISSIONS AND ADVANCEMENT
WHAT I’LL TALK ABOUT TODAY Motivating alumni to be involved 1 Current practices 2 Rethinking practices in re: new imperatives, digital/social 3 Mini-case study: Share the Wonderful 4 Reflections and recommendations 5 LIPMAN HEARNE
LIPMAN HEARNE • 50 years in business • 750 nonprofits served worldwide • 450+ higher ed clients • $28 Billion raised • 200,000+ students enrolled • Hundreds of brands refreshed LIPMAN HEARNE
AMONG THE LAW SCHOOLS WE’VE SERVED LIPMAN HEARNE
TO RECEIVE THIS PRESENTATION: tabrahamson@lipmanhearne.com LIPMAN HEARNE
1 WHAT MOTIVATES ALUMNI TO BE INVOLVED?
7 CLASSIC CATEGORIES OF MOTIVATION Altruism : when I give, I create a positive change in society Identity : when I give, I discover who I am and I show my values Habit : I was raised to give back Loyalty : I owe my career to my alma mater/I respect the friend who is asking Religion : when I sacrifice to help others, it strengthens me spiritually Status : I can’t give less than so -and-so gave Self-interest : giving puts me in the company of others who can advance my social or business interests Source: LIPMAN HEARNE IUPUI /The Seven Faces of Philanthropy by Russ Alan Prince & Karen Maru File
7 CLASSIC CATEGORIES OF MOTIVATION Altruism : when I give, I create a positive change in society Identity : when I give, I discover who I am and I show my values Habit : I was raised to give back Loyalty : I owe my career to my alma mater/I respect the friend who is asking Religion : when I sacrifice to help others, it strengthens me spiritually Status : I can’t give less than so -and-so gave Self-interest : giving puts me in the company of others who can advance my social or business interests Source: IUPUI /The Seven Faces of Philanthropy by Russ Alan Prince & Karen Maru File LIPMAN HEARNE
What do alumni/ae want from Alma Mater? • Upon graduation: a job • 10 years out: continued relevance of degree • 20 years out: pride in institution • 30+ years out: recognition, validation of achievements LIPMAN HEARNE
ALUMNI ENGAGEMENT DIAGRAMMED…
ADVANCEMENT MODELS LIPMAN HEARNE
ENROLLMENT MODELS The Virtuous Circle ENROLLMENT BRAND Increase enrollment of Get in the consideration qualified, good-fit students. set, reinforce decisions LIPMAN HEARNE
PURCHASE AND ENGAGEMENT MODELS Old approach and assumptions Today’s consumer journey • Starts with a broad range of options • List of options expands/contracts during • List narrows down to select few before investigation deciding on one • Marketing at the Evaluation phase is as • Marketing focused on Consideration and importa n t as Consideration and Buy phases Buy phases • Journey lengthens to include post- • Means of reaching candidates at each purchase phase are discreet and identifiable LIPMAN HEARNE
NEW “JOURNEY” Consider Evaluate The Loyalty Loop Bond Advocate apply Enjoy enroll give LIPMAN HEARNE
HUMAN DEVELOPMENT MODELS LIPMAN HEARNE
2 CURRENT PRACTICES
THE RANGE OF LAW ALUMNI ADVANCEMENT AND ADMISSIONS ACTIVITIES Local Alumni Associations Admissions Fair Representation Regional/ National Associations Yield Campaigns Shared Interest Groups Internship/Externship Opportunities Mentoring Alumni Day of Service Competition Judges Alumni/Student Mixers Mock Job Interviews Job Shadowing Job Boards Job Interviewing Guest Lectures On-Campus Work with Student Orgs. Applicant Interviews LIPMAN HEARNE Admissions Recommendations
3 NEW IMPERATIVES: COMPETITION AND DIGITAL/SOCIAL
A DIGITAL NATIVE’S HIERARCHY OF NEEDS LIPMAN HEARNE
SOCIAL ENGAGEMENT MAKES US AMERICAN "In the United States, as soon as several inhabitants have taken an opinion or an idea they wish to promote in society, they seek each other out and unite together once they have made contact. From that moment, they are no longer isolated but have become a power seen from afar whose activities serve as an example and whose words are heeded. …Wherever at the head of some new undertaking you see the government in France, or a man of rank in England, in the United States you will be sure to find an association " – Alexis de Tocqueville, Democracy in America, 1840 LIPMAN HEARNE
ALUMNI AND SOCIAL MEDIA PARTICIPATION • 50% of alumni active in admissions recruitment got their degrees in the last 1-5 years and are 29 years old. • In contrast to 1:1 interactions, social channels provide the possibility for connecting with multiple students. • For stealth prospects who have not yet reached out to alums for 1:1 conversations, this is good way to reach stealth investigators. • Asking alumni to participate in digital recruitment strategies is an easy transition for those willing to serve as brand ambassadors. The majority are already present on social media. • Remember Sree’s 3 C’s of social media: Always be connecting, collecting, c_____ LIPMAN HEARNE
Your website needs to make people feel at home .
Keep it simple. (TLDR) LIPMAN HEARNE
Be transparent
4 MINI-CASE STUDY: DOUBLING ANNUAL GIVING via CROSS-GEN, MULTI-CHANNEL MARKETING
Big idea: eudaimonic happiness
LIPMAN HEARNE
SEGMENTATION AND CONVERGENCE
30
FIRST CONTACT: “A GIFT TO YOU” LIPMAN HEARNE 41
DYNAMICALLY CREATED “DIGITAL MEMORY BOOK”
CUSTOM VIDEO GAME
RESULTS (PRIOR YEAR = $5MM) LIPMAN HEARNE
5 REFLECTIONS AND RECOMMENDATIONS
REFLECTIONS AND RECOMMENDATIONS • Devise a life plan for your students • Plan for perpetual motion for your alumni organizations • Set # and % participation goals and plan for exponential growth • Pilot, then scale up • Leverage your discounts: scholarships not grants, ambassadorial duties, pay it forward LIPMAN HEARNE
REFLECTIONS AND RECOMMENDATIONS • Staff appropriately • Build a powerful house list: collect, maintain, and preserve data • Conduct activities at determined dose levels or re-allocate • Do more with your undergraduate alumni • Make the ROI case for investment and build war chest LIPMAN HEARNE
THANK YOU tabrahamson@lipmanhearne.com
Recommend
More recommend
