The Benefits of Using Social Media in Development and Alumni Affairs at Stockton University

By: Cindy CragerApril 24, 2016

My Audience • Alumni • All Donors• Faculty and Staff• Friends of Stockton • Parents• Corporate Community• Campus Leadership (Foundation Board &

Trustees)

My True North My True North is Integrity. Using Social Media at Stockton University in Development and Alumni Affairs is about creating a brand our audience can trust. We do that through providing timely and accurate information about the events, and academic milestones on campus. Also, we report on the current financial status of the Foundation, keeping the Stockton stakeholders informed.

Tangible Benefits of Using Social Media

% increase of likes on Facebook, and Twitter and Instagram followers

% increase of giving through Website

% increase LinkedIn Profiles connected to Stockton University

Increase meaningful traffic on Social Media sites

Increase volume of giving and/or number of donors through giving page

Increase Stockton Alumni connecting their LinkedIn profile to Stockton University

% increase number of participants and volunteers at events

Increase attendance at events or volunteers to work events and other activities

Intangible Benefits of Using Social Media

Increased awareness of department provoking inquiries about our office and its mission

Increased name recognition

Decreased ambiguity about mission of department. (fewer questions about what we do)

Awareness of Development and Alumni Affairs role and impact on campus

Awareness of Brand and University Pride

Awareness by Alumni and Friends of Development and Alumni Affairs mission

Action StepsIn order to increase meaningful traffic on Facebook, Twitter and Instagram Post content more frequently and with varied subjects

Suggested Measurement: Monitor Facebook likes/shares & comment, Twitter retweets & shares, Instagram comments & likes, reporting on them monthly In order to increase the volume of giving and/or number of donors Educate students while they are enrolled on the benefits of philanthropy

(Alumni Giving) Increase school pride

Suggested Measurement: Once students are formally educated on the benefits of Alumni Giving, track giving based on those formally educated

In order to increase attendance at events Survey Alumni on the types of events they want Leverage involved volunteers

Suggested Measurement: Track attendance at events, manner in which they heard about event, and if they will volunteer for the next event.

Credits and Additional SourcesWikipedia – Return on Investment https://en.wikipedia.org/wiki/Return_on_investment

Stockton University Development & Alumni Affairs http://intraweb.stockton.edu/eyos/page.cfm?siteID=221&pageID=241

Entrepreneur https://www.entrepreneur.com/encyclopedia/return-on-investment-roi