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Leveraging Social Media to Engage and
Inspire Your Alumni Network

Beth Kanter, Master Trainer, Author, and Blogger
January 8, 2014
About Beth Kanter
Audience Polls
•
•
•
•

Organization size
Role
Implement Social?
Social Media Channels
The Agenda
Topics

OUTCOMES

Take small
steps to
improve
engagement
to get better
results

Networked
Nonprofits:
Maturity of Practice
The Art and Science of
Engagement to Build
Networks
Measurement and
Learning

FRAMING

Interactive

#netTalks
Resources:
http://bethkanter.wikispaces.com/NetTalks
Alumni Networks: Benefits, Challenges, and Practices

•
•

•
•
•

Alumni have a personal connection to your org,
school, camp, etc.
If engaged correctly, can be transformed into a life
time donor and champion
Challenges: Data, Silos, Longer-Term Investment in
Cultivation
Segmentation Strategy: How far out – reconnecting
and preparing to stay in touch
Start stewarding relationships early!

Source:
http://www.peje.org/learn/knowledge-resources-and-tools/the-alumni-campaign/
Part 1:
Networked Nonprofits and Effective
Social Media
Maturity of Practice
If you can’t fly then run, if you can’t run then
walk, if you can’t walk then crawl, but whatever
you do you have to keep moving forward.”
Maturity of Practice: Networked Nonprofits
CRAWL

WALK

Communications
Strategy
Development

Linking Social with
Results and
Networks

Culture Change

Pilot: Focus one
campaign or channel

RUN

Ladder of
Engagement
Content Strategy

Incremental Capacity

Best Practices

Some measurement
and learning in all
above

FLY

Network Building
Many champions &
Influencers
Multi-Channel Engagement,
Content, Fundraising, and
Measurement
Reflection and Continuous
Improvement
Audience Poll
•

How mature is your social media practice?
Type into the chat
• What does your organization need to get
to the next level of maturity?
Learning Activity: Networked Nonprofit
Organizational Assessment
Categories
CULTURE

Practices
Networked Mindset
Institutional Support
CAPACITY
Staffing
Strategy
MEASUREMENT Analysis
Tools
Adjustment
LISTENING
Brand Monitoring
Influencer Research
ENGAGEMENT Ladder of Engagement
CONTENT
Integration/Optimization
NETWORK
Champions
Relationship Mapping

How Mature is Your Practice by Beth Kanter
http://www.ssireview.org/blog/entry/becoming_a_networked_nonprofit
Additional Reading

Source: Debra Askanase
http://communityorganizer20.com/2013/12/27/2013-the-year-nonprofit-social-media-grew-up
http://communityorganizer20.com/2013/10/02/gauging-social-success-readiness/
Part 2:
The Art and Science of
engagement on social media
to build and inspire alumni networks
Engagement With A Purpose: Long Term
Relationships

Views

Trial/Consideration

Likes

Followers

Donate

Advocacy
Source: KD Paine
What are your CTAs and
channels?
Adopt
Pet

Donate to
Shelter

Volunteer at
Shelter
Take photos at Shelter
and share online
Download App
Promote Campaign
gristastic ladder ‘o engagement

personal calls to
action
stories of people
making change

fun on-ramps

policy level
discussions/calls
to action
Surfrider Foundation: How To Build Your
Engagement Model
•
•
•
•
•
•

Strategic plan
Staff brainstorm: Identify degree of
engagement and CTA
Wrote it down
Got Feedback from chapters
Guides campaign planning
Built a system to measure
Engagement Models
• Defined objective
• Micro conversions or steps
• Continuum of engagement:
light to deep involvement
• Understanding audience
motivation and peer
influences
• A way to track process
• Many entry points, non-linear
• CTA and what channel
Source: SSIR: Permanent Disruption of Social Media
What does an engagement model for
alumni networks look like?
Champion
Action

Connect

Engagement

“Schools need to connect
online with alumni with
content and conversations
that resonate, are valuable.
Engage with the purpose of
leading to collective action.”
- Lisa Colton, See3
Measuring Engagement: Conversions

Engage

Connect
Action
Champion

• PTA
• Post: Likes, Shares, Comments
• Replies, RTs, Favorites
• Content resonance
• Relationship Scores
• Contact information

• Landing Page Conversions
• # events, donors, volunteers, dollars

• Conversion to action
• # active champions
Audience Poll
Does your organization have an engagement
model that you use to guide strategy and
measure success?
Type into the chat
•
•

What’s your engagement model look like
for your alumni network?
How do you measure engagement?
Alumni Engagement: Conversation Starters
Champion

Action
Connect

Engagement

Celebrate

Professional

School
Experience

Nostalgia
Alumni Engagement: Celebrate
Alumni Engagement: Celebrate
Alumni Engagement: Celebrate
Alumni Engagement: Celebrate
Alumni Engagement: School Experience
Alumni Engagement: School Experience
Alumni Engagement: School Experience
Alumni Engagement: Nostalgia

Archival photos inspire a trip down
memory lane in the comments
Alumni Engagement: Nostalgia

Throwback
Thursday!
Alumni Engagement: Nostalgia

Flashback
Friday!
Alumni Engagement: Professional
Alumni Engagement: Professional
Type into the chat
• What are conversations or content that your
organization has shared on social channels
that inspired alumni engagement?

Further Reading:
10 Ways To Engage Alumni with Social Media
http://mashable.com/2009/07/23/alumni-social-media/
Some Tips to Remember …..
• Always be commenting – when you post, hang
out for a few extra minutes and response to
comments.
• Images drive engagement, but choose
carefully.
• Questions, especially on FB, engage. But ask
them at the end.
• Fun, games, and giveaways!
Questions Engage
Music Festival Example
Specific

What is your favorite Beethoven Symphony?

Yes or No

Is Beethoven’s Fifth Symphony your favorite?

Timely

Today is Beethoven’s Birthday! How are you celebrating?

Edgy

Do you think music in the schools should be cut from public school budgets?

Photo

What do you think of Beethoven’s family portrait?

True or False
Direct

True or False: Beethoven was completely deaf when we wrote the 9th Symphony
Why do you think people love or hate classical music?

Preference

Do you like early or late Beethoven?

Fun

If you were stuck on a deserted island with one Beethoven CD to listen to ….

Events

Who is attending our All-Beethoven Piano Music concert?

Experience
Humanistic

What was your favorite moment from our All-Beethoven Piano Music concert last
night?
Have you seen someone fall asleep at a classical music concert?

Tips

What is your favorite restaurant for before concert dining?

Mad Lib

If Beethoven’s (fill in the name of piece) was on the concert program, I would not
miss it for the world.
Fun! But content must resonate with your audience
Games and Giveaways Engage
Games and Giveaways Engage
Tips for FB Games and Giveaways
• Make sure your pictures are clear,
attention grabbing
• Include game instructions and any rules
in the post description
• Keep instructions simple
• Round up some willing fans to initiate the
comments
• Consider boosting post
Source
http://www.socialmediaexaminer.com/facebook-engagement-tips-games/
Additional Reading: Interview w/ John Haydon

http://www.socialmediaexaminer.com/facebook-engagement-with-john-haydon/
Connect Alumni with ….
•
•
•
•
•
•

Relevant and useful content
Each other
Real world and online events
School community
Prospective students
Your contact database

Champion

Action
Connect

Engagement
Connect: Content Curator

Content Curation Primer for Nonprofits:
http://www.bethkanter.org/content-curation-101/
Connect: Content Curator
“I search for and save the images and
articles that appeal to our parent
body, our alumni and donors, and
potential Shulamith families who want
to see what our school is all about. I
share carefully curated content 3 days
a week. “

Tova Ovits, Social Media Team Leader for
Shulamith School for Girls of Brooklyn
Connect: Network Weaver
“A network weaver is someone
who is aware of the networks
around them and explicitly works
to make them healthier. They do
this by helping people identify
their interests and challenges,
connecting people strategically
where there’s potential for
mutual benefit, and serving as a
catalyst for self-organizing
groups.”
Connecting with each other
Connecting with each Other
Connecting with School Community
Connecting with Online/Offline Events
Connecting with Online/Offline Events
Action: Donations

Champion

Action
Connect

Engagement
Action: Donations
Action: Donations
Action: Donations

Champion

Action
Connect

Engagement
Action: Donation

Champion

Action
Connect

Engagement

Source:
http://avichai.org/2013/07/become-social-with-the-jewish-day-school-social-media-academy/
Action: Donation

Champion

Action
Connect

Engagement
Champions

Unleash
Resources
Recruit
Research
Champions
Champion

Action
Connect

Engagement
Measuring Engagement: Tips

Engage

Connect
Action
Champion

• PTA
• Post: Likes, Shares, Comments
• Replies, RTs, Favorites
• Content resonance
• Relationship Scores
• Contact information

• Landing Page Conversions
• # events, donors, volunteers, dollars

• Conversion to action
• # active champions
Part 3:
Measurement and Learning
Measurement Discipline: Start Small
Goal
Insight

Audience

Tool

Cost

KPI

Benchmark
Understand Facebook
Engagement Metric
• Why important
• How calculated
Improve FB Content Resonate with Experiments
Make Analysis Fun!
Data is like Bread
Make Time for Reflection and
Improvement

Joyful Funerals

Metrics Mondays
Thank you!

www.bethkanter.org
www.facebook.com/beth.kanter.blog
@kanter on Twitter
http://bethkanter.wikispaces.com/NetTalks
NetTalks is a free, five-part webinar series for Jewish professionals who
want to tap into the power and potential of alumni networks! It is a
partnership between the Charles and Lynn Schusterman Philanthropic
Network and the Jim Joseph Foundation to facilitate learning and
knowledge sharing around the importance of investing in and supporting

alumni network initiatives.

Visit www.schusterman.org/nettalks for more information and to register for the next webinar!

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IFC Master Class: Fundraiser Burnout
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Mini-Workshop
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The Happy Healthy Fundraiser
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Creating Resilient Nonprofit Staff from the Inside/Out
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Workshop at Helsinki University: Social Media and NGOS
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Workshop for US Embassy Finland - Finnish- American Societies
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Engaging and Inspiring Alumni Networks with Social Media