Killing Three Birds

with One Stone…Washington and Lee

University“Alumni Perspectives”

@RyanCatherwood

What’s in this for you?

• How W&L developed a new Alumni Affairs communication strategy in tandem with a website redesign

• How we created and executed an alumni-supplied content acquisition system for a new website

• Results and recommendations based on five months of administration

Because what is Alumni Affairs at W&L?

The soft (or long) approach to development means facilitating networking events to establish connections under the university’s umbrella.

•Regional Alumni Chapters•Searchable Databases•Reunion Events

The point? Engagement resulting in networking success stories!

Simulate the “Act of Networking”

and the “Informational Interview”

Three Birds – One Stone (maybe not ‘killing’ but

“hitting”…?Great advice for young alums and current students on the work world, graduate school, and work/life.

Excellent digital content for the Alumni Affairs Office that fits with our strategy of “expertise in networking.” Content is both entertaining and informative.

Alumni get self-promotion opportunity and positioned as a “thought leader” in their market and amongst peers.

Advice for Students & Young Alums

Mimic the “Act of Networking” and the “Informational Interview

Connect the undergraduate experience with thoughtful advice about the world after

graduation

Help young alumni navigate uncertain post-graduate world

Mirror the conversations that occur at Networking Events

Entertaining Content For All

Content that brings alums back to the Alumni Website! Bookmark it!

-Interested in career change-Update on classmates

-Provide feedback in comments -Great storytelling

Content with “Ethos”

Alumni lend credibility to professional dialogue that W&L

Administrators can’t always provide

-Showcase alumni network access-Alumni have greater depth of

knowledge -School spirit on display

Position Alumni As “Thought Leaders”

-Wordpress content sharing to specific chapter-Bio visibility with self-promotion capability

-Industry related thought leadership

Alumni get their “Name in Lights” within the Community

Self-Sustaining Content Acquisition Program

-Entice regular contributors easily-Minimize administration and solicitation

-Generate regular inflow with at least two months of reserve content

Create attractive medium for participation

The Content Math: Beginning

-Starting: 5 asks, 3 “yes,” for 2 editorials-2 month “incubation” period

-Initially asked Journalism/Mass Comm grads-Created possible topic sheet w/ mock-up of site

Step 1 was to convince the university that this content could be acquired…

and lots of it

The Content Math: Currently

-As of 7/31, 58 editorials posted at 2-3 per week-25 editorials in the queue with 50 more promised

-4 solicitation periods per year-Many volunteer or through Linkedin messages

-4 regular contributors (more than one submission)

While not completely automatic, creating a backlog has been easy

Results: Social Sharing

#wlunetwork

Results: Social Media

Results: Development & Admissions

-Useful tool for Development Officers-New means of “touching” a prospect early

-Another way to give that keeps alumni involved

-Showcase of alumni network to prospectives

New tool for Advancement Purposes and Prospect Development – also Admissions

4th “Bird”

Results: Improved Traffic for “Guides”

-Regular Contributor reports increased web traffic to her

personal website corresponding with post

dates. -Also reports slight but

increased book sales in the days immediately following

her post dates.

One regular contributor reports positive gains from

exposure

Results: Engagement (Comments)

Actual “networking” in the comments section!

Questions?