Welcome LAW ALUMNI: LIFELONG PARTNERS IN ADMISSIONS AND - - PowerPoint PPT Presentation

Welcome

LAW ALUMNI:

LIFELONG PARTNERS IN ADMISSIONS AND ADVANCEMENT

WHAT I’LL TALK ABOUT TODAY Motivating alumni to be involved Current practices Rethinking practices in re: new imperatives, digital/social Mini-case study: Share the Wonderful Reflections and recommendations

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LIPMAN HEARNE

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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

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AMONG THE LAW SCHOOLS WE’VE SERVED

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TO RECEIVE THIS PRESENTATION: tabrahamson@lipmanhearne.com

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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:

IUPUI /The Seven Faces of Philanthropy by Russ Alan Prince & Karen Maru File

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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

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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

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ALUMNI ENGAGEMENT DIAGRAMMED…

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ADVANCEMENT MODELS

Increase enrollment of qualified, good-fit students. Get in the consideration set, reinforce decisions BRAND ENROLLMENT

The Virtuous Circle

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ENROLLMENT MODELS

• Starts with a broad range of options
• List narrows down to select few before

deciding on one

• Marketing focused on Consideration and

Buy phases

• Means of reaching candidates at each

phase are discreet and identifiable

• List of options expands/contracts during

investigation

• Marketing at the Evaluation phase is as

important as Consideration and Buy phases

• Journey lengthens to include post-

purchase

Old approach and assumptions Today’s consumer journey

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PURCHASE AND ENGAGEMENT MODELS

NEW “JOURNEY”

Evaluate Bond Advocate Enjoy

The Loyalty Loop

Consider

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HUMAN DEVELOPMENT MODELS

CURRENT PRACTICES 2

Local Alumni Associations Regional/ National Associations Shared Interest Groups Mentoring Competition Judges Mock Job Interviews Job Boards Guest Lectures On-Campus Work with Student Orgs. Applicant Interviews Admissions Recommendations Admissions Fair Representation Yield Campaigns Internship/Externship Opportunities Alumni Day of Service Alumni/Student Mixers Job Shadowing Job Interviewing

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THE RANGE OF LAW ALUMNI ADVANCEMENT AND ADMISSIONS ACTIVITIES

NEW IMPERATIVES: COMPETITION AND DIGITAL/SOCIAL 3

A DIGITAL NATIVE’S HIERARCHY OF NEEDS

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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

• ther 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,

• r 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

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• 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_____

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ALUMNI AND SOCIAL MEDIA PARTICIPATION

Your website needs to make people feel at home.

Keep it simple. (TLDR)

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Be transparent

4 MINI-CASE STUDY: DOUBLING ANNUAL GIVING via CROSS-GEN, MULTI-CHANNEL MARKETING

Big idea: eudaimonic happiness

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SEGMENTATION AND CONVERGENCE

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FIRST CONTACT: “A GIFT TO YOU”

DYNAMICALLY CREATED “DIGITAL MEMORY BOOK”

CUSTOM VIDEO GAME

RESULTS (PRIOR YEAR = $5MM)

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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

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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

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THANK YOU

tabrahamson@lipmanhearne.com