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How can you create a social media content calendar for alumni fundraising campaigns?

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Social media is a powerful tool for engaging and inspiring your alumni to support your institution's fundraising goals. But how do you plan and create content that resonates with your audience, aligns with your campaign objectives, and fits your budget and resources? A social media content calendar can help you organize and schedule your posts, track your performance, and optimize your strategy. Here are some steps to create a social media content calendar for your alumni fundraising campaigns.

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1 Define your goals and audience

Before you start creating content, you need to have a clear idea of what you want to achieve and who you want to reach. Your goals should be specific, measurable, achievable, relevant, and time-bound (SMART). For example, you might want to increase awareness, engagement, or donations for a particular project or cause. Your audience should be segmented based on their interests, preferences, and behavior. For example, you might want to target alumni who graduated in a certain year, who live in a certain region, or who have a certain affinity with your institution.

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Prof. Dr. Khalid Farhod Chasib

Professor of Chemical Engineering at Petroleum & Gas Engineering Department-University of Thi Qar. Top 10% of Researchers Contributing to the Peer Review of the Field of Chemical Engineering of 2016,released by Clarivate
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Developing a social media content calendar is essential for organizing and strategizing alumni fundraising campaigns effectively. To create a social media content calendar for alumni fundraising campaigns, start by outlining campaign objectives and target audience segments. Then, schedule regular posts with compelling content, including alumni success stories, campaign updates, and calls-to-action. Incorporate diverse media formats like videos, images, and infographics to engage alumni across different platforms. Utilize scheduling tools to plan posts in advance and ensure consistent messaging throughout the campaign period. Regularly monitor engagement metrics and adjust the content calendar as needed to optimize campaign performance.

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2 Choose your platforms and formats

Once you have defined your goals and audience, you need to decide which social media platforms and formats are best suited for your campaign. You should consider factors such as the size and demographics of your audience, the type of content they consume and share, the tone and style of your message, and the resources and skills you have available. For example, you might choose Facebook for long-form stories and videos, Instagram for visual and creative content, Twitter for short and timely updates, or LinkedIn for professional and educational content.

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Hetal IIBMS

Indian Institute of Business Management & Studies
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When deciding on platforms and formats for your content, consider your audience's preferences. LinkedIn and Twitter for professional content, Instagram and YouTube for visual content, blogs and newsletters for detailed information, and webinars/podcasts for interactive engagement.

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3 Create a content plan and calendar

The next step is to create a content plan and calendar that outlines what, when, where, and how you will post your content. This plan should include a content theme or topic that relates to your goal and audience, a content type or format that matches your platform and message, a description or outline that summarizes your main points and call to action, a date and time that considers the optimal frequency and timing for your audience and platform, and a metric or indicator that measures your success and progress. A content calendar is an effective visual representation of your plan that can help you organize and schedule posts in advance. Tools such as Google Calendar, Excel, or Trello can be used to create and manage the calendar.

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Faigy Gilder

Nonprofit Digital Growth Marketing Strategist | Fractional CMO for NPOs | Google Ad Grant Specialist
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Make sure your plan is centered on people-first pillars. Feature alumni in different professions, from different years, in different regions. Use this planning time to gather information, get in touch with alumni, send surveys, and reengage your audience to develop the high-quality content that will remind alumni about the community they love.

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4 Produce and publish your content

After you have created your content plan and calendar, you need to produce and publish your content according to your schedule. You should follow the best practices and guidelines for each platform and format, such as using high-quality images and videos, writing clear and catchy captions and headlines, using relevant hashtags and keywords, and adding links and tags. You should also check your content for accuracy, consistency, and compliance before you post it.

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5 Monitor and evaluate your content

The final step is to monitor and evaluate your content performance and impact. You should use the metrics and indicators you defined in your content plan to track and analyze your results. You should also use tools such as Google Analytics, Facebook Insights, or Twitter Analytics to collect and visualize your data. You should look for patterns and trends, such as the reach, engagement, and conversion rates of your content, the feedback and sentiment of your audience, and the return on investment of your campaign. You should use this information to adjust and improve your content strategy and calendar.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Sergio Luis Seloti Jr, PhD

Master program coordinator and lecturer at Rotterdam Business School. Kaospilot, researcher, consultant, entrepreneur, business designer, Jedi Master and Storyteller.
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Engagement is key. Usually overlooked, social media content must engage to go trough and pass the message along. HEI have an amazing unfair advantage, since their in house target group is highly connected and willing to engage. So the social media strategy must be conversational instead of informational. It must be a two ways road, instead of an extra channel for delivering information. In this sense, it also can be used to measure the general feeling/mood of students and companies, and to manage crisis as well. It's social, not only media.

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How can you create a social media content calendar for alumni fundraising campaigns?

1

2

3

4

5

6

1 Define your goals and audience

2 Choose your platforms and formats

3 Create a content plan and calendar

4 Produce and publish your content

5 Monitor and evaluate your content

6 Here’s what else to consider

Higher Education

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How can you create a social media content calendar for alumni fundraising campaigns?

1

2

3

4

5

6

1 Define your goals and audience

2 Choose your platforms and formats

3 Create a content plan and calendar

4 Produce and publish your content

5 Monitor and evaluate your content

6 Here’s what else to consider

Higher Education

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