1. Cyber Monday Membership Campaign
Chelsea Kari Associate Director, Member Services
University of Oregon Alumni Association

2. The deal: 25 percent off Regular Recent Grad Individual Annual $41.25
Joint Annual
$48.75
Individual Life
$562.50
Joint Life
$750
Individual Annual
$26.25
Joint Annual
$33.75
Individual Life
$281.25
Joint Life
$375
Golden
Faculty/Staff
25 percent off all memberships excluding 3-year
Individual Annual
$22.50
Joint Annual
$30
Individual Life
$281.25
Joint Life
$375
Individual Annual
$33.75
Joint Annual
$41.25
Individual Life
$450
Joint Life
$600

3. Parents of Recent Grads
Promotion
Non-Members
Regular
Recent Grad
Golden
Faculty/Staff
Annual Members
Faculty Staff
Parents of Recent Grads
Target
Audiences
Created three s for the three different audiences
Then for non-members we broke the audiences out farther depending on their member rate

4. Email 1: 10 Days Out Cyber Monday graphic designed by student worker
Variable copy and photo depending on audience (nine versions in total)
We highlighted different benefits for the different age groups
Recent grads care more about our discounts and the opportunity to shop at Nike and Columbia Employee Stores
Golden grads like the Oregon Quarterly magazine and our travel program
With parents we highlight the Duck Career Network and the different career programming recent grads can take advantage of

5. Email 2: Midnight on Cyber Monday
We used separate appeal codes for each version of the , so we could see how they all performed
Total of 78,248 s sent

6. Social Media Promotion
Facebook
18 Total Paid Ads
Starting 10 days prior to Cyber Monday
Three new posts every other day targeting three different audiences
25 and under
26-65
65 and older
Three posts on day of Cyber Monday
Twitter
1 paid twitter ad that remained up for 10 days leading up to Cyber Monday
A new tweet on day of Cyber Monday
Posts were shared on main UO account

7. Sample Posts Also variable pictures and messaging
Planned to drop different posts depending on day of the week:
Duck Career Network post boosted on Sunday and Monday, when work week is getting started
Posts about giving back with pictures of family posted over Thanksgiving
Post about football ticket benefit posted on day of Civil War Game
Posts on Cyber Monday linked to join page on our website
Got several hundred likes for each post- the career networking post got the most likes with 836
Young alumni engaged most with Duck Career Network post followed by the Nike and Columbia Store post
Golden alumni engaged most with “Keep your bond with the UO as strong as the bond with your family”

8. Social Media Results 141,079 views between Facebook and Twitter
61,358 were young alumni and fans
Total engagement rate of 4.6%
5,479 likes on Facebook
4.6% rate
Alumni had engagement rate of 5.2%
Alumni 65+ had engagement rate of 3.3%

9. Web Promotion
We made the Cyber Monday the first image on our home page rotator

10. uoalumni.com/join
Cyber Monday-ified join page, so every rate had the Cyber Monday image
To the right, we had all of the rates listed, and we had a description of the Cyber Monday deal at the top of the page
Basically, anyone who visited our website on the day of Cyber Monday would see that we had the discount going on
Join page got 438 clicks on Cyber Monday
We set up promo codes in iModules on each of the different membership forms and manually activated and de-activated them
In addition to appeal code for each , we had an appeal code for people who joined through the website (included people directed from social media and volunteer outreach)

11. Other Promotion Volunteer outreach Inclusion in other communications
Chapters
Board members
Inclusion in other communications
Chapter event invitation s
Featured in “Around the O” article
Student call center
Recent grad parents
Sent chapter leaders and board members a template to use, and asked them to share our posts throughout the week before Thanksgiving
Students called recent grad parents (classes of 2013 through 2016)
Not as successful as we would have wanted- only five life memberships, and lots of annoyance

12. Results 331 memberships (404 members) $76,419.60 in revenue
161 life memberships
101 upgrades, 60 new life memberships
28 life memberships purchased by parents of recent grads
$76, in revenue
Web vs.
96 memberships came in through website
235 came through s
.3% overall response rate
Highest response rate was to annual members at the regular rate (1.63%) and then the parent (1.1%)

13. Takeaways Segmented messaging works Good to promote ahead of time
Combination of social media and effective
Parents not the right segment for calling
Hard to engage chapters
Experiment with copy
“It’s not too late!”
In years we did the discount without segmentation
FY15: 61 memberships
FY14: 123 memberships
Best thing about calling not memberships acquired but caller excitement about UOAA- they all get life memberships on Cyber Monday once they graduate
Need to give chapters greater incentive for promoting
Next year we might do an A/B split to see if amount of copy makes a difference
Next year we’re going to send a second towards the end of the day as a reminder

14. Questions?