Higher Ed Careers: What are the competencies needed for development officers to use technology effectively to reach young alumni? HI ED490 August 3, 2015

Communications & Alumni Donations Communications number = negative giving Communications frequency = positive gain* Alumni donations ranks 6th of 9 in motivation Communication vehicles for all groups Emotional attachment to the institution is strong predictor, as is alumni involvement AFTER graduation *Except for annual fund pieces! Giving to alma mater ranks sixth of nine that people give donations to, just above political campaigns, civic, arts or cultural organizations and issue-based advocacy groups. Communications vehicles: Printed Magazines- most consistent, long-lasting tie Web Sites- evoke emotions and memories E-newsletters- more frequent and consistent. quarterly annual fund campaigns- motivation when the institution is in jeopardy *Flashy, well-documented e-newsletters, online, sent through email, was associated with higher level of giving from alumni to the institution, because they were reached out to frequently.

“We’re so used to being able to research everything online to the nth degree. I don’t buy anything without going online first.”

Social Media Tools

Social media is key-- but, it's just one tool to the ultimate goal of relationship management. "With a growing number of competitive distractions, we need to be responsive to our alumni base and to answer the question-- how is my relationship with Penn State adding benefit to me?” -Kevin Barron Director Volunteer Services Penn State Alumni Association ...SOCIAL MEDIA IS THE KEY!

1,164 positions are open for fundraising professionals in the U.S. Coordinator Fundraising Coordinator (Salary.com) Coordinates fundraising strategies and is responsible for most aspects of fundraising programs. Assists in the development of fundraising goals and solicits funds to meet these goals. Responsible for helping to identify new donors and organizes initiatives to solicit funding. May assist in developing major gift opportunities and writing grant proposals. May require a bachelor's degree in area of specialty and 2-4 years of experience in the field or in a related area. Familiar with standard concepts, practices, and procedures within a particular field. Relies on experience and judgment to plan and accomplish goals. Performs a variety of tasks. Works under general supervision. A certain degree of creativity and latitude is required. Typically reports to a supervisor or manager. Median Annual Wage in State College, PA is $59,320 Fund Manager: Fundraising managers coordinate campaigns that bring in donations for their organization.(US) Develops fundraising strategies and oversees all aspects of fundraising programs. Creates fundraising goals and solicits funds to meet these goals. Identifies new donors and organizes initiatives to solicit funding. May be responsible for developing major gift opportunities and writing grant proposals. Requires a bachelor's degree in area of specialty and 6-8 years of experience in the field or in a related area. Familiar with a variety of the field's concepts, practices, and procedures. Relies on extensive experience and judgment to plan and accomplish goals. Performs a variety of tasks. May lead and direct the work of others. A wide degree of creativity and latitude is expected. Typically reports to top management(salary.com) Median Annual Wage in State College, PA $84,391 (salary.com) Median Annual Wage Nationwide $95,450 (US) Professionals in fundraising are becoming increasingly important for organizations that depend on donations, as state funding for institutions like colleges and universities has fallen. More nonprofit organizations are focusing on an online presence, using social media for fundraising activities. Social Media is a new avenue for fundraising managers to connect with potential donors. Alum: Develops alumni interest and support of the university/college. Assists in creating and broadening alumni programs and in planning reunion events. May oversee a group of volunteers/support staff. Requires a bachelor's degree in area of specialty and 0-2 years of experience in the field or in a related area. Has knowledge of commonly-used concepts, practices, and procedures within a particular field. Relies on instructions and pre-established guidelines to perform the functions of the job. Works under immediate supervision. Typically reports to Alumni Affairs Director. Median Annual Wage in State College $47,371 Fundraising Manager

445 alumni relations positions open across the U.S. Officers Alum: Develops alumni interest and support of the university/college. Assists in creating and broadening alumni programs and in planning reunion events. May oversee a group of volunteers/support staff. Requires a bachelor's degree in area of specialty and 0-2 years of experience in the field or in a related area. Has knowledge of commonly-used concepts, practices, and procedures within a particular field. Relies on instructions and pre-established guidelines to perform the functions of the job. Works under immediate supervision. Typically reports to Alumni Affairs Director. Median Annual Wage in State College $47,371

What does social media do? Forms relationships and bonds Creates a sense of community Makes you feel important and included “The level of connection that recent grads have with their alma mater gives universities a unique opportunity to still shape their perceptions of their undergraduate experience.” (Greeley) Kelly’s slide

Success stories Camden Community College Chemistry alumni Australian universities and their Tweets Heartland Community College Network of California Community College Foundations (NCCCF) Kelly’s slide

Questions? Thank you.

References J. Bauer, Marketing Analyst in Development Communications, Penn State, personal communication, June 26, 2015 Billings, M.S. Examining young alumni giving behavior: every dollar matters. (2013). In Drezner, N.D. (Ed.) Expanding the donor base in higher education: engaging non-traditional donors (102-119). New York: Routledge. Greeley, L. Creating an engagement model of advancement for young people. (2013). In Drezner, N.D. (Ed.) Expanding the donor base in higher education: engaging non-traditional donors (187-205). New York: Routledge. Halligan, T. (Feb/Mar 2010) The social media evolution: online tools drive opportunities for alumni outreach, fundraising. Community College Journal, 80 (4), 30-33 D. Lieb, Senior Associate Vice President for Development, Penn State, personal communication, June 29, 2015 Levin, W. (2008). Communications and alumni relations: What is the correlations between an institution’s communications vehicles and alumni annual giving? International Journal of Educational Advancement, 83 (3-4), 176-197. doi: 10.1057/ijea.2009.2 Palmer, S. (2013). Characterisation of the use of Twitter by australian universities. Journal of Higher Education Policy & Management, 35(4), 333-344. doi:10.1080/1360080X.2013.812029