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Rice Annual Fund Social Media Marketing Strategy

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Clarissa Silva

on 12 December 2012

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Transcript of Rice Annual Fund Social Media Marketing Strategy

Soc al Media Marketing Plan Rice Annual Fund Why should non-profit organizations use social media? Social media provides a dynamic platform to strengthen relationships throughout the donor life cycle. Because fundraising always begins
with "friend-raising." Why Social Media? The Participation Predicament The Alumni Perspective on Rice Alumni value Rice's intimate and offbeat

Some younger alumni, however, view Rice's administration as “institutional” and at odds with the university's culture.

Social media provides the perfect opportunity to help build personal connections with alumni and, in a sense, put a face on the “institution.” Each year, the percentage of alumni who donate influences Rice's college ranking

It also influences the funding we receive from charitable foundations and corporations. Young alumni comprise one quarter of Rice's total alumni population. They are also the least philanthropic when it comes to giving to Rice. Our Goals To achieve 25% giving participation by young alumni during the 2013 fiscal year, July 1, 2012-June 30, 2013.

To increase the number of Facebook fans and Twitter followers by 25%
by the end of FY13. This age group, which ranges from 21 to 34, is also among the most active in social media. Our Audience Mock Persona:
Sally Porter
Sally Porter attended Rice because of its prestigious reputation and generous need-based financial aid. While at Rice, she served as treasurer for Baker College. She also studied abroad in Africa while participating in the Beyond Traditional Borders program.

Sally earned her degree in bioengineering and today helps design innovative technologies for a medical device company based in San Francisco. While a student, Sally contributed to the Senior Class Gift to the Rice Annual Fund. She has not contributed since she graduated, but she is considering making a gift in honor of her upcoming fifth reunion.

Sally is concerned about the rise in tuition and isn't sure that her $20 gift actually makes a difference to Rice. Sally's Giving History Gender: Female
Age: 26
Class Year: 2008
College Affiliation: Baker College Social Media Strategy Social Media Champion Multi-Channel: Our strategy will be complemented by direct mail and email campaigns.

Goal-Oriented: We plan to utilize social media in order to achieve specific goals for the Annual Fund.

Cross-departmental: The success of our strategy will rely on the collaboration of both the Rice Annual Fund and Development Communications teams. Primary Channels The audience we seek to reach is most active on Facebook

Excellent avenue for two-way communication

Highlight stories of giving (i.e. student, donor and volunteer profiles) and link to website Channel Selection Secondary Channel Real-time updates during events, like annual scholarship luncheon, and to drive giving deadlines (i.e. end of tax year)

Build following around marketing campaigns via hashtags. Tone & Voice Relaxed



Slightly quirky Content Topics Content should be relevant to our young alumni audience and should educate them about the importance of charitable giving to Rice. Student stories (30%)

Donor and volunteer profiles (30%)

Uniquely "Rice" stories (20%)

Annual Fund updates and solicitations (10%)

Relevant and news-worthy articles related to higher education. (10%) Editorial Calendar Key Principles Guidelines Social media is about communicating and building relationships. It is not just a solicitation tool.

Authenticity, honesty and open dialogue are key.

Be compelling, relevant and engaging. Don’t be afraid to try new things, but think through your efforts before kicking them off. Best Practices Follow the rules. Read the terms of service.

Make it easy for people to find you. Don’t play hide-and-seek.

Create a management method.

Manners matter.

Post content that is meaningful and relevant to your program.

Be accurate.

Focus on Rice. Promote Include Facebook and Twitter links in all staff email signatures.

Include Facebook and Twitter links in all Annual Fund solicitation and stewardship emails.

Include Facebook and Twitter addresses on all Annual Fund direct mail brochures/postcards.

Add Facebook and Twitter addresses to rebranded letterhead.

Conduct quarterly (or twice-yearly) email promotion contest inviting constituents to like/follow within a certain time period to win a prize. Monitor Utilize Facebook Insights and HootSuite monitoring tools and reports to track reach, engagement and people talking about.

Utilize HootSuite tools and reports to track click-throughs on Twitter links, as well as retweets and mentions. Report Develop comprehensive report to deliver monthly to Annual Fund director and association director for direct marketing. Current Social Media Pages http://www.facebook.com/RiceAnnualFund http://www.twitter.com/RiceAnnualFund During the past 10 years, Rice has graduated an increasing number of students, which means we must also acquire more donors to sustain giving participation. Will be used to host Annual Fund videos that are shared on Facebook and website.
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