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 meansadopting new enrollment strategies. Helix educations data driven, enterprise wide approach to enrollmentgrowth is uniquely helping colleges and universities thrive in this new education landscape, andHelix has just published the second edition of their enrollment growth playbook with fifty percentbrand new content on how institutions can solve today's most pressing enrollment growth challenges.Downloaded today for free at Helix Educationcom. Slash playbook. You're listening to enrollmentgrowth university from Helix Education, the best professional development podcast for higher education leaderslooking to grow enrollment at their college or university. Whether you're looking for freshenrollment growth techniques and strategies or tools and resources, you've come to the rightplace. Let's get into the show. Welcome back to enrollment growth university.I'm Ericleson, AVP of marketing and Helix...

Education, and we're here today withSeth Miranda, director of marketing and communication and can Cordia University Nebraska. Setthanks for joining us today. Thanks there. How are you? I'm doing awesome. We're going to have a great conversation today about how you and yourteam made me absolutely glued to my screen watching a facebook live video for thirtynine minutes straight on your most recent day of giving. But before we getinto that seth can you give the listeners a little bit better understanding of bothConcortia University Nebraska and your rule? They're sure so. Con Courtier to asmall fifth based us in Nebraska from about one thus five hundred undergraduate students andlittle over a thousand students, both online and our campus and Lincoln. We'vethe lived in Church B are sended private institution and as Director of marketing,I oversee all brand and creative strategy as well as basically, I tell everybody, anything that goes out of the university, where it's on the athletic side oron the enrollment academic side, comes through our office in some fashion,whether it's digital, print, web,...

...you name it. Awesome. Sogive us a little bit of background. On Day of giving a concordia andeveryone you needed to get buy in from on campus to make something like thishappened. Sure so they've given for us. Was An advancement effort in a funefforts that kind of started in a conversation amongst our office in the advancementoffice at our university. Marketing is underneath the enrollment team, but we stillwork with so many different departments across campus and that was kind of the onethe key aspects of this day was was leveraging faculty, leveraging coaches, leveragingstaff and everybody else to kind of help put together one long day. Startedas simple as secretaries all the way up to the president. So we,along with the advancement office, have great relationships with everybody truss campus and thatwas kind of a big part of it. We wanted to make sure that Concordia, which is a place really known for this community with the known forits relationships, whether it's between faculty and students or Malums and students, etc. We just want to make sure that community kind of came together for thisone big day and we were very successful...

...with them. It's awesome. Asawesome, you and your team created a whole lot of different giving options andchallenges to make it easier for students, parents alumni to participate in support invarious ways. Talk about the strategy behind that? Well, we knew thatfor our day of given to be very successful, it had to. Ithad to reach a lot of different audiences, no matter where they might be,whether they're just donors and friends in the university, whether their lums thathave been alumni for fifty, sixty years or two or three years. Andone of the things that we kind of wanted to do, and this isour first time, a day of giving. So we tried to figure out whatare some different little areas that people can engage with, not just onebig day, throw a bunch of money into it and give you times andtalents and treasures as much you can, but instead try to find a nichethat maybe you have a passion with it, you may have some so support with. So we created different challenges throughout the day. We were able toconnect with some of our lums that fit into set specific segments and allow themto help be part of matches or even...

...rally kind of their class maybe intochallenges and things like that. So it's important for us to try to figureout, you know, various opportunities that may resonate well with potential donors andcurrent donors. Awesome. Let's talk about one of those specific challenges. Let'stalk about this ingenious pie. Your professor campaign and why my eyeballs were gluedmy screen for more than half hour straight. So you utilized facebook live to livestream this video, showing a close up of someone holding a Pie withthe professor's name and photo and waiting for the gift challenge to be funded,before then finding the professor on canvas and puying them live. The theater andthe drama were absolutely incredible. Talk to me more about the strategy behind it. Well, for a lunch time, knew that we wanted to engage oursocial media aspect with this day of giving and for us that was going tobe something that was very in engaging, something that was connected and something thathad some duration and stay in power to it. So facebook live kind ofbecame one of those top solutions for us.

We knew that it was something thatwe could we could spread out throughout a longer amount of time, wecould bring in some dramas and challenges, etc. To it, but wecan also go back and tie Pacific Initiative. So I talked about our challenges earlierand we kind of spread those out during the day. We slotted thisone into an afternoon time where we knew we had a professors and class,we'd have coaches either getting ready for practice or at practice. We'd have presidentof the university in his office and different people around canvas at different times andwe started to kind of put it together. Our our goal of getting as manydonations we could during that time and we tied a very closely campus soas our people were traveling with their pies across the campus, they knew exactlyhow much funs were coming in through the donations and that kind of triggered offeach of the each of the segments that we went to along the ladder.We also chose people that we knew our alums would be very familiar with,professors that were really high ranking professors in...

...terms of everyone known for they were, they had class with them when they were students even ten, fifteen,twenty years ago, all the way up to the president of the university,who was prior most public face in the person on the campus. So wekind of put together this perfect team, if you will, of people thateverybody would like to see by going to their face. Of It was awesome. There was many of us at Helix. They were just transfixed watching the wholething go down. So huge, huge success and congratulations to you andyour team. Any lessons that you learned from this experience? Anything that youdo differently next year from a theater standpoints or if you'd raise the stakes nextyear? I think I think it was a hundred dollars per per getting pied. I it seemed a fun so easily. I was curious if that if youanticipate raising the stakes next year, if there's anything differently that you do. Yeah, I think there's an opportunity for raising the stakes. Absolutely.We went into this initiative not exactly knowing where was going to land. Wewere open to get through a couple of...

...the professors and thought that be great. The fact that we made it an entire list just went on to showthat, you know, we had some we had a lot of great supportersout there were great alum we have great donors potentially to raise of the SAX. One of the issues that we kind of came agress is, even evenas quick as those marks were talied off, it was hard for us to getthrough all of the cross all of campus and through all the professors andpresidents and coaches in that time window. So I think we will try tolook at either extend in that time window out or raising the stakes into andfield. US professors or something like that. Love it. Did seeing the successof this video make you and your team any more excited about the powerof facebook live in general from an engagement standpoint, from our reach standpoint,and did it give you any more plans to experiment more with live video movingforward? Yeah, absolutely, it was. Up to just a few weeks ago, it was the most watch video we've had on facebook and we havea lot of videos out there, a lot of great videos out there.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 as well. So that US into many different conversations of different events that were putting onlive, different activities that are happy on campus that are going live. Wehave a lot of traditions that part of this university that our alums and knowthroughout the years and those are things that we can be live streamed as welland resonate well with with our alumni group as well. So yes, we'vewe continue to Dabbl on that, whether it's a sporting event or campus traditionevent or something like that and that has been a kind of a springboard forus in terms of a lot of different content pieces. Awesome, I betit. Going into the day of giving, what were your goals, either financiallyor from a participation standpoint, and where you end up landing? SoI talked to earlier about the challenges that we kind of structured out and ourgoal was just to kind of make some...

...sort of impression with those challenges.So one challenge was a young a Womani one challenge was the pie in theface and we're just hoping to not have any of those false fat up flaton the face. Honestly, we did not set out any monetary goals,we did not set out any specific engagement goals. This is our very firsttime of doing something like this and we didn't know what to expect. Wejust wanted to try it, get our hands hands dirty with it, figureout what we're doing so that we can learn from it, and I thinkbe far exceeded any any expectations we had for us. As a hundred twentysix thousand dollar day of giving, which for US stution is very large,that was much bigger than any of us would have ever even tried to guessif we had our wild optimistic cathough. So we were thrilled with that awesome. That's awesome. Any final takeaways for departments looking to launch successful days ofgiving it their college or university? You know, for us it was tryingto stand as close to our brand as possible. As I mentioned earlier,we're strong Christ centered community that has engaging...

...faculty and our students get to thefaculty on a one to one basis and that was something we want to continueto make sure we put out there. We didn't try to create some sortof false situation or anything that wouldn't be kind of a situation that would happenon our campus. We don't always go around puying people in the face,but it's very natural for our students to engage with our president on a dailybasis, engage with the faculties on daily basis. So it was just itwas an extension of our brand and I think that's what really helped us resonatewell with our alumni donor groups. It's a great point and in something Ishould have brought up. I felt much more affinity to both your presidents inyour faculty after seeing just what good sports they were. So that's awesome interms of how these kind of initiatives can lead to greater authenticity from a brandstandpoint in general. said, thanks so much for joining us today. What'sthe best place for listeners to connect with you they have any follow up questions? For my pleasure, Eric, you can follow me on twitter. That'sMiranda. That's by far the best way to get hold of me. Anythingout there is it's great, awesome.

Thanks again so much for joining ustoday. Seth, thanks, I appreciate it. You've been listening to enrollmentgrowth university from Helix Education. To ensure that you never miss an episode,subscribe to the show and Itunes or your favorite podcast player. Thank you somuch for listening. Until next time.

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