College and university alumni groups are utilizing social media to organize reunions and other events. Most of these initiatives, however, are done without the knowledge or involvement of the insititution. Development offices are just beginning to engage alumni and other donor constituencies by establishing pages on Facebook or LinkedIn.
The key to generating involvement on these sites is to align the theme of the page with the affinity of your target audiences. Many alumni, for example, have greater affinity for the program or college in which they were enrolled rather than to the broader institution. Creating social media sites that tap into this inherent affinity results in greater engagement and emotional bond with alumni, which often leads to improved donor relations.
Mike
www.teamddm.com
