In this episode of Edtech Connect, host Jeff Dillon sits down with Ashley Budd, Director of Digital Marketing at Cornell University, to explore the evolving landscape of university marketing and alumni engagement.
With over a decade of experience at Cornell, Ashley shares insights into how digital innovation has transformed alumni outreach, the surprising power of email in fundraising, and the delicate balance between personalization and relevance. From her new book Mailed It to Cornell’s bold advocacy campaigns, Ashley offers actionable strategies for higher ed professionals looking to modernize their approach.
Tune in for a conversation packed with practical advice, surprising lessons, and a glimpse into the future of higher ed marketing.
Key Takeaways:
- Digital Alumni Engagement is the Future
- Cornell’s early investment in digital teams (e.g., social media, email specialists) set a precedent for meeting alumni where they are—online.
- Alumni engagement now requires a hybrid approach, blending digital and in-person strategies to cater to millennials and Gen Z.
- Email often outperforms other channels in fundraising and engagement when done strategically.
- Avoid hyper-personalization; focus on relevance and timing for broader segments.
- Physical mail can feel special in an era of digital noise, but data accuracy (e.g., correct salutations) is critical to avoid alienating recipients.
- Reserve premium mail (e.g., alumni magazines) for high-value audiences due to rising production costs.
- AI can help identify giving opportunities and simplify complex donor outreach, but human judgment is still essential for authentic connections.
- Cornell’s rapid-response advocacy campaign (launched in under two weeks) demonstrates how universities can mobilize alumni during crises.
- To push innovation forward in higher ed, present ideas with evidence, include skeptics in discussions, and let neutral parties drive consensus.
- The biggest barrier to effective marketing isn’t creativity—it’s workflows and approval processes. Teams need playbooks to streamline execution.
Featured Resource: Ashley’s book Mailed It (emailbook.co) and her free custom GPT for writing effective emails.
Listen Now to learn how to future-proof your institution’s marketing and engagement strategies!
Find Ashley Budd here:
Website
https://www.linkedin.com/in/ashleybudd/
Cornell University
Find Mailed It here:
https://emailbook.co/buy-the-book
And find EdTech Connect here:
Web: https://edtechconnect.com/
Chapters
- (00:00:00) - Ashley Budd on Higher Ed Marketing
- (00:01:30) - Senior Vice President for Advancement at Cornell University Discusses Alumni
- (00:04:47) - Do your colleagues feel like they're from the future?
- (00:05:39) - Mailed It: The Social Media Strategy Book
- (00:09:28) - Donor Experience in Direct Mail
- (00:14:16) - What advice would you give to university fundraising communications
- (00:19:54) - Personalization in U.S. email
- (00:22:52) - Tell the Story of Higher Ed
- (00:24:40) - An Alumni Advocacy Campaign
- (00:26:53) - If You Had a Magic Wand
- (00:28:22) - EdTech Connect
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