Schools that invest some a few of their alumni communications efforts into social networking could benefit in substantial ways, according to Cara Quackenbush, the Principal Analyst at Eduventures’ EV Perspectives.
Evidence from the 2013 Alumni Pulse Survey shows that former students appreciate receiving news and updates using their former schools through social networking. Furthermore, the main difference can be measured in dollars; people who appreciate social media contact, donate typically?more than people who do not.
Although social media will not replace other kinds of contact for example direct mail and make contact with calls, schools that ignore social networking do so at their own peril. And alumni associations of universities around the country take notice. Based on the survey, for the first time Facebook is one of the top 5 ways in which alumni prefer to be contacted and up graded with school news and information.
Gen X and Millennial alumni preferring to receive information through Twitter were 36% more prone to attend an alumni event previously year and 40% more prone to say they\’d like to attend an event in the coming year.
Alumni who prefer Facebook Twitter?or?LinkedIn are more likely to agree that alumni should create a gift each year and more likely to say they plan to make a gift the coming year.
But the benefits of social media aren’t just appreciated by those of age to possess matured comfortably with Facebook, LinkedIn and Twitter. The survey seems to indicate the behavior of older graduates C even those who graduated greater than a decade or two ago C don’t typically differ greatly from younger alumni when it comes to social media.
As all of these young-ish alums mature in age and giving capacity, they will surely hold on to their media habits just as previous generations have theirs. It seems that the more effectively we\’ve been able to cultivate the better-positioned we are when they get there.
So if the good news is that we\’re on the right track, the task is that it also takes years to develop true institutional expertise and mastery of the new communications medium (remember those early email campaigns?). My hope is the fact that data like this from the?Alumni Pulse Survey?will enable advancement leaders to warrant investments they\’ve already produced in social media or allow them to make a case for the very first time.