Strategic Social Media Engagement for Alumni Fundraising
School
Southern New Hampshire University**We aren't endorsed by this school
Course
COM 311
Subject
Communications
Date
Dec 12, 2024
Pages
4
Uploaded by DrTreeRam41
Madison LittleCOM-311Victor Shires 04/21/247-1 ProjectAs an esteemed Southern New Hampshire University (SNHU) alumni, I recognize my pivotal role in our fundraising efforts, particularly in today's digital era, where effective social media engagement is paramount. The comprehensive proposal presented here is tailored to address our collective interests and needs, outlining a strategic approach that includes data analysis, SWOT analysis, and optimized social media tactics. These efforts aim to adeptly engage alumni like me for our fundraising objectives, thereby ensuring the continued success of our alma mater.Our target audience, individuals aged thirty and above, predominantly holding bachelor's,master's, or doctoral degrees from SNHU, is a unique and diverse group. This demographic likely boasts higher incomes, geographic diversity, and active participation on LinkedIn, Facebook, and Twitter platforms. Our shared values of education, career progression, philanthropy, and social responsibility underscore the importance of understanding these unique characteristics in crafting a tailored social media strategy that resonates with us.Conducting a SWOT analysis has provided valuable insights into our current social media landscape. SNHU boasts a robust platform presence, a diverse alumni network, and a steadfast commitment to social responsibility. However, we've identified areas for improvement, including limited targeting and engagement strategies tailored to fundraising initiatives and challenges in effectively reaching and engaging less active alumni. Opportunities lie in
leveraging alumni networks, forging partnerships, and adopting personalized communication strategies, while threats include competition from alternative fundraising initiatives and donor fatigue.Our current social media engagement spans LinkedIn, Facebook, Twitter, and Instagram, with each platform serving a specific purpose. LinkedIn is our go-to platform for professionals and alumni, offering career-oriented content and fundraising campaigns. Facebook engages alums and community members through general updates and event invitations, while Twitter provides timely updates to a broader audience. On the other hand, Instagram showcases visually captivating content to engage younger alumni and prospective students.Moving forward, we've set SMART goals to guide our social media strategy, ensuring clear direction and quantifiable outcomes. Our primary goal is to increase alumni engagement and participation in fundraising initiatives to enhance alumni involvement and cultivate stronger connections within the SNHU community. Leveraging platforms such as LinkedIn, Facebook, and Twitter, we're confident in achieving these objectives.When selecting appropriate platforms, we've considered our target audience's preferencesand behaviors. LinkedIn, Facebook, and Twitter were chosen based on their popularity among our alumni and their potential for reaching a diverse audience. These platforms provide avenues for professional networking, community engagement, and real-time updates, aligning perfectly with our fundraising objectives.We've devised a posting frequency tailored to each platform's dynamics to maximize our impact. On LinkedIn, we'll post five times weekly to maintain regular engagement with professionals and alumni. Facebook will see twelve weekly posts to balance frequency with
content diversity. In comparison, Twitter will have four daily posts to capitalize on its fast-paced nature and reach a wider audience.Our messaging tone across social media platforms will mirror SNHU's core values of inspiration, authenticity, and gratitude. We aim to foster meaningful connections and inspire action among our alumni community by adopting a relatable yet aspirational tone. Transparency, empathy, and empowerment will characterize our communication, fostering trust and strengthening our bond with our audience.
References:Macready, H. (2023, December 20). How often should we post on social media in 2024?Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/how-often-to-post-on-social-media/#How_often_to_post_on_LinkedInSouthern New Hampshire University: Overview | LinkedIn. (n.d.).https://www.linkedin.com/school/snhu/ProQuest Ebook Central - Reader. (n.d.). ProQuest Ebook Central. https://ebookcentral-proquest-com.ezproxy.snhu.edu/lib/snhu-ebooks/reader.action?docID=5945501&ppg=154Waters, Richard. "How to Measure Social Media ROI: A Step-by-Step Guide." Hootsuite,2 Dec. 2021, blog.hootsuite.com/social-media-roi.