11: “Pie Your Professor” Highlights Concordia University, Nebraska’s Day of Giving w/ Seth Meranda

ABOUT THIS EPISODE

Seth Meranda, Director of Marketing at Concordia University, Nebraska, discusses how a Facebook Live stream had their community glued to their screens and reaching for their checkbooks during a “Pie Your Professor” fundraising campaign during their Day of Giving.

Find a breakdown of this episode here.

Attracting today's new post,traditional learners, means adopting new enrolmant strategies. Helikseducations data driven enterprise, wide approach to enrollment growth isuniquely helping colleges and universities thrive in this neweducation, landscape and Helox has just published the second edition of theirenrollment growth playbook, with fifty percent brand new content on howinstitutions cansolve today's most pressing enrolmant growth challengesdownload it today for free at Helocks, Educationcom, playbook, you're, listening to enrolment growth,university from heliks education, the best professional development podcastfor higher education leaders looking to grow in Romant at their college oruniversity, whether you're looking for fresh andromant growth techniques andstrategies or tools and resources. You've come to the right place. Let'sget into the show, welcome back to Anroman GrowthUniversity, I'm Ar Golson AVP of...

...marketing ATD helics education andwe're here today with Seth Miranda, director of Marketing and communicationat Concordia University Nebraska sat thanks for joining us today. Thankleric. How are you I'm doing? Awesome we're GOIN NA have a great conversationtoday about how Youn your team made me absolutely glued to my screen. Watchinga facebook live video for thirty nine minutes straight on your most recentday of giving. But before we get into that seth, can you give the listeners alittle bit better understanding of both Cankoria University Nebraska and yourrole there sure foin cort is a small faith base ye Institut in Nebraskaabout fifteen hundred under graduate students and little overa thousand footstudents, both online and e campus and Lincoln we've Li e church was are ascended privateinstitution and, as Director Marketind, I oversee all brand and creativestrategy as well as, basically I tell everybody anything that goes out. F.The university wer its on the athletic sideor on the enroman academic sidecomes through our office in some fashion. Wheher, it's digital print web.You name in awesome, so give us a...

...little bit of background on day ofgiving a concordia and everyone you needed to get by in from on campus tomake something like this happened. Sure so they've given for us was anadvancement effort, ANA funn effort that kind of started in a conversationamongst our office ind. The advancement office in our university marketing isunderneath enrollment team, but we still work with so many differentdepartments across campus and that was kind of the one. The key aspects ofthis day was was levergine facalty leveraging, coaches levishing staff andeverybody else can of help put together. One Long Day started as simple assecretaries. All the way up Bor, the president, so we, along with theadvancement office, have great relationships with everybody, trustcampus and that was kind of a big part of it. We wanted to make sure thatconcordy, which is a place really known for this community, whether thets, noforts relationships with Thir's different faculty and students, orMlums and sons etcee. We just want to make sure that community kind of cametogether for this one big day nd and we...

...were very successful with him. It'sawesome is awesome. You and your team created a whole lot of different,giving options and challenges to make it easier for students. Parents Alumnito participate in support in various ways, talk about this strategy behindthat. Well, we know that for our day have given to be very successful, ithad to it had to reach a lot of different audiences, no matter wherethey might be, whether they're, just donors and friendss of the university,whether theire lumbs, that have been alumni for fifty sixty years or two orthree years, and one of the things that we kind of wanted to do, and this isour first time of day of giving. So we tried to figure out what are somedifferent little areas that people can engage with, not just one big day,throw a bunch of money into it and give you times and talents and treasures asmuch as you can. But it said, fet find a niche that maybe do have a passionwith that. You may have some so support with, so we created differentchallenges. Throughout the day, we were able to connect with some of our lums that fitinto set specific segments and allow...

...them to help be part of matches or evenrally, cand of their class, maybe into or challenges, and things like that soitwas important for us to try to figure out. You know various opportunitiesthat may resonate well with potential donors and carent donors. Awesome.Let's talk about one of those specific challenges. Let's talk about thisingenious Pie, your professor campaign, and why my eyeballs were glued myscreen for more than half hour straight, so you utilized facebook live to livetrumethiss video, showing a closeup of someone holding a Pie with theprofessor's name and photo and waiting for the gift challenge to be fundedbefore then, finding the professor on Camvus and pying them live the theaterand the drama were absolutely incredible. Talk to me more about thestrategy behind it. Well, for the Lunthtim knew that we wanted to engageour social media aspect with this day of giving and for us that was going tobe something that was very ingauging, something that was connected andsomething that had some duration that stayin power to it. So facebook livekind of became one of those top...

...solutions for us. We knew that it wassomething that we could. We could spread out throughout a longer amountof time. We could bring in some drama sand, challenges etc to it, but we canalso go back and tie a specific initiative, so I talked about ourchallenges early and we kind of spread those out during the day. We slaugtedthis one into an afternoon time when we knew we had a professors in class wouldhave coaches either getting ready for practice or apractice. We'd havepresident of the university in his office and different people aroundCanvus at different times, and we started to kind of put it together, ourour goal of getting as many donations. We could, during that time and and wetied a very close o best campus. So, as our people were traveling with theirpies across the campus, they knew exactly how much funds were coming inthrough the donation and they kind of triggered off each ofthe. Each of thesegments that we went to along the ladder we also chose people that weknew our lums would be very familiar...

...with professors that were really high,ranking professors in terms of everyone known who they were. They had classwith them when they were students, even ten fifteen twenty years ago, all theway up to the presient of the university wos prior most public,facing in person on the campus. So we kind of together this perfect team. If you will people that everybody would like to seeBi gointo their face of it was awesome. There was many of us that he likes thatwere just transtixed watching the whole thing go down, so huge, huge success,and congratulations to you and your team any lessons that you learned fromthis experience, anythings that you do differently next year from a theaterstandpoint or if you'd raise the steaks next year. I think I think it was a ahundred ollars per per getting pied. It seemed to fun so easily. I was curiousif, if you anticipate raising thistakes next year, if there's anythingdifferently that you do yeah, I think there w's an opportunity for reasontakes absolutely. We went into this initiative, not exactly knowing. Wherewas going to land. We were hoping to...

...get through a couple of the professorsand Tha thatwul be great. The fact that we made it witgh the entire list. Thiswent on to show that you know we had some. We had a lot of great supportersout. There were gea alone. We have great donors potentially to raise thesex. One of the issues that we kind of came dress is even even as quick asthose marks were tallied off. It was hard for us to get through all of theCRUSS, all o campus and through all the the professors and presidents andcoaches in that time window. So I think we'll try to look at either extendingthat time window out or baising the sakes and Toina F, less professors orsomething like that love. It did seeing the success of this video make Younyourteam any more excited about the power of facebook live in general, from anengagement standplane from a reach standpoint, and did it give you anymore plans to experiment more with live video moving forward? Yeah? Absolutelyit was up to just a few weeks ago. It was the most watchof e he we've had onfacebook, and we have a lot of videos out there in a lot of great videos outthere. The fact that it was live and we...

...established such a huge breach in thefollowing during that time frame was even as higher than we ever expected aswell. So the Dosn't o many different conversations of different events thatwere putting on live different activities that are happening on campusthat are going live. We have a lot of traditions that part of this universitythat Oure alums an know throughout the years, and those are things that we canbe livestreamed as well and resonate well with with our alumni group as well.So, yes, we continued the devil on that, whether it's a sporting event or campustradition event, or something like that, and that has been a kind of aspringboard for us in terms of a lot of different content pieces awesome. I betgoing into the day of giving what were your goals, either financially Orr froma participation standpoint and we're going to O end up landing. So I talkedto earlier about the challenges that we had kind of structured out, and ourgoal was just a kind of make some sort...

...of impression with those challenges. Soone challenge was a young one. Hi One challenge was the pie in the face andwe were just hoping to not have any of those mall fatup flat. On the face.Honestly, we did not set out any monetary goals. We did not set out anyspecific engagement goals. This was our very first time of doing something likethis and we didn't know what to expect. We just wanted to try it get hour,hands hands dirty with it figure out what we're doing so that we can learnfrom et, and I think we beforixe did any any expectations we had for us is ahundred twenty six housand Ollar Day of giving which, for I itition is verylarge. That was much bigger than any of us would have ever even tried to guess.If we had a wild optimiic a so, we were thrilled with that awesome. That'sawesome! Any final takeways for departments looking to launchsuccessful days of giving it their collegy university. You know for us, itwas trying to stand s close to our brand as possible. As I mentionedearlier, we're were strong Christ center community that has engagingfaculty and our students get to Nou...

Faculty on O Oneto one basis, and thatwas something we wantd to continue to make sure we put out there. We didn'ttry to create some sort of false situation or anything that wouldn't beof a situation that would happen on our campus. We don't always go around pinepeople in the face, but it's very natural for our students to engage withour president on the daily basis and gage wit, the Factulis on daily basis.So S it was just it was an extension of our brand and I think that's whatreally helped us resonate well with our alumni DONU groups. It's a great pointand in something I should have brought up. I felt much more affinity to bothyour presidents and your faculty afteessing just what good sports theywere. So that's awesome in terms of of how these kind of initiatives can leadto greater authenticity from a branc, tand pot in general, said thanks somuch for joining us today. What's the best place for listeners to connectwith you if they have any followe questions, but my pleasure, you canfoll me on twitter ass Miranda, that's by far the best way to get a hold of meanything out. There is it's great...

...awsome, thanks against so much forjoining us today sat thank there. I can appreciate it. You've been listening to enromantgrowth university from helicks education to ensure that you never missan episode subscribe to the show in Itunes or your favorite podcast player.Thank you so much for listening until next time.

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