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Welcome
LAW ALUMNI:
LIFELONG PARTNERS IN
ADMISSIONS AND
ADVANCEMENT
WHAT I’LL TALK ABOUT TODAY
1
Motivating alumni to be involved
2
Current practices
3
Rethinking practices in re: new imperatives, digital/social
4
Mini-case study: Share the Wonderful
5
Reflections and recommendations
LIPMAN HEARNE
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
LIPMAN HEARNE
AMONG THE LAW SCHOOLS WE’VE SERVED
LIPMAN HEARNE
TO RECEIVE THIS
PRESENTATION:
tabrahamson@lipmanhearne.com
LIPMAN HEARNE
WHAT MOTIVATES
ALUMNI TO BE
INVOLVED?
1
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
LIPMAN HEARNE
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
LIPMAN HEARNE
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
LIPMAN HEARNE
ALUMNI
ENGAGEMENT
DIAGRAMMED…
ADVANCEMENT MODELS
LIPMAN HEARNE
ENROLLMENT MODELS
The Virtuous Circle
BRAND
Get in the consideration
set, reinforce decisions
ENROLLMENT
Increase enrollment of
qualified, good-fit students.
LIPMAN HEARNE
PURCHASE AND ENGAGEMENT MODELS
Old approach and assumptions
Today’s consumer journey
•
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 postpurchase
LIPMAN HEARNE
NEW “JOURNEY”
Consider
Evaluate
The Loyalty Loop
Bond
Advocate
Enjoy
apply
enroll
give
LIPMAN HEARNE
HUMAN DEVELOPMENT MODELS
LIPMAN HEARNE
2
CURRENT PRACTICES
THE RANGE OF LAW ALUMNI ADVANCEMENT AND ADMISSIONS
ACTIVITIES
Local Alumni Associations
Admissions Fair Representation
Regional/ National Associations
Yield Campaigns
Shared Interest Groups
Internship/Externship Opportunities
Mentoring
Alumni Day of Service
Competition Judges
Alumni/Student Mixers
Mock Job Interviews
Job Shadowing
Job Boards
Job Interviewing
Guest Lectures On-Campus
Work with Student Orgs.
Applicant Interviews
Admissions Recommendations
LIPMAN HEARNE
3
NEW IMPERATIVES:
COMPETITION AND
DIGITAL/SOCIAL
A DIGITAL NATIVE’S
HIERARCHY OF NEEDS
LIPMAN HEARNE
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
other 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,
or 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
LIPMAN HEARNE
ALUMNI AND SOCIAL MEDIA PARTICIPATION
• 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_____
LIPMAN HEARNE
Your website
needs to
make people
feel at home.
Keep it
simple.
(TLDR)
LIPMAN HEARNE
Be transparent
MINI-CASE STUDY:
DOUBLING ANNUAL
GIVING via CROSS-GEN,
MULTI-CHANNEL
MARKETING
4
Big idea: eudaimonic
happiness
LIPMAN HEARNE
SEGMENTATION AND CONVERGENCE
30
FIRST CONTACT: “A GIFT TO YOU”
LIPMAN HEARNE
41
DYNAMICALLY CREATED “DIGITAL MEMORY BOOK”
CUSTOM VIDEO GAME
RESULTS (PRIOR YEAR = $5MM)
LIPMAN HEARNE
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
LIPMAN HEARNE
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
LIPMAN HEARNE
THANK YOU
tabrahamson@lipmanhearne.com