Each year, we debate ways to get more alumni involved and ways to educate alumni about our efforts without drowning them in too much information. I'm a huge proponent of using social networks to open new doors for donors and to allow us, as development professionals, to disseminate information in a more efficient manner.
Many schools have built and begun to offer their own proprietary online social networks. UVA, for example, offers the HoosOnline network to engage and connect alumni. Other schools are tapping into Facebook, probably the world's leading social networking site with more than 70 million registered users or MySpace. Personally, I use Facebook. If you do too, then "friend" me. You'll find the Law School's official page there too.
There are several advantages to social networking sites. First, it allows people to feel like they're part of something bigger. The UVA Law network spans the globe. We have someone just about everywhere doing just about everything. Being able to connect to someone in a specialized industry sector halfway around the globe is a convenience that social networking sites readily provide.
Second, the sites allow a school to build interest around important events like reunions. Showing who has registered or beginning dialogue about which professors to invite to a class dinner generates excitement and gets alumni motivated to attend. We are using Facebook on a limited basis for just that purpose with this year's reunion classes.
Finally, it's a great way to get personal with alumni. My experience tells me that alumni are much more responsive to asks and requests from classmates than from me or even the Dean for that matter. A site like Facebook allows class agents and managers to get personal with their peers and to find out about their families and their lives. Engaging alumni in this manner reduces the risk of alienating them by having someone who doesn't truly know them ask for money right away.
No one knows who the future big donors will be. But, almost universally, future major donors give between $5 and $500 in the first five to ten years after graduating. Accordingly, it is important to engage as many alumni as soon as possible after graduation. Using Facebook and other social networking technologies to communicate that every gift matters and every gift counts to alumni is often times the key to a successful and mature fundraising program.
Will we find you there?
