About the Episode
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About the Episode:
What do planners, quizzes, and pumpkin stencils have in common? At Cornell, they’re powering growth in alumni engagement. In this episode of Talking Tactics, Sarina Alexander, lead graphic designer for Cornell’s advancement team, shares how her team grew digital downloads fivefold — sparking a 40% increase in email clicks and doubling alumni engagement in just three years.
From ideation to execution, Sarina breaks down what’s working (and what’s not), and how you can steal a page from Cornell’s playbook to boost engagement at your institution.
Get inspired by Cornell’s downloads here: https://alumni.cornell.edu/connect/downloads/
Key Takeaways
- Digital downloads can significantly boost alumni engagement when executed with intention and consistency
- Creative brainstorming and trendspotting (including platforms like Etsy) inspire relevant, timely content ideas
- Tracking and data analysis are critical for improving engagement over time
- Seasonal content outperforms hyper-personalized content, likely due to ease of use and better timing
- Cross-functional collaboration enables smooth execution and professional development across teams
- Email campaigns that include downloads see click rates jump from 3.3% to 4.6%, boosting email performance and deliverability
What challenge was Cornell trying to solve with digital downloads?
When Sarina joined Cornell’s advancement team, digital downloads were already part of the toolkit—but they weren’t being used intentionally. The goal was to move beyond routine tactics and create more meaningful interactions with alumni, especially those who weren’t active donors. The team wanted alumni to feel appreciated through fun, low-barrier digital experiences that might eventually lead to deeper involvement, including giving.
How did Cornell’s team generate ideas for downloads?
The team runs quarterly brainstorms that include both marketing and alumni affairs staff to surface creative ideas informed by alumni feedback. They also look outward—tracking cultural and marketplace trends on sites like Etsy to see what types of content people love. This approach helps them create digital downloads like aesthetic quizzes, seasonal coloring pages, planners, and recipes—resources that feel personal without being complicated.
What types of downloads resonated most with alumni?
Simple, seasonal downloads performed best—especially those tied to holidays or relevant events. Sarina noted that while personalized content like name-customized Zoom backgrounds sounded like a great idea, it actually performed poorly. The issue? Too many clicks. Most users accessed content on mobile and didn’t want to go through multi-step personalization processes. On the other hand, single-click downloads like cookie recipes or printable crafts were far more successful.
What does the process look like behind the scenes?
When someone on the team comes up with a strong idea, they become the lead for that project—even if they’re not a traditional project manager. Sarina, for instance, often juggles design and coordination responsibilities, depending on the download. Execution involves close collaboration across email, web, and design teams, all while balancing other responsibilities. The key is enthusiasm—when the team’s excited about an idea, everyone jumps in to make it happen.
How often does Cornell produce new downloads?
The team creates one to two downloads per quarter, typically tied to seasons or campaigns like Giving Day. All downloads are published on an open-access, non-gated webpage, a decision rooted in Cornell’s generous philosophy of engagement. While some downloads are highlighted in email campaigns, others live on the site year-round for anyone to enjoy.
What were some early challenges in refining this tactic?
The biggest hurdle was the lack of performance data. Without knowing what worked, the team was essentially guessing what content alumni would enjoy. That changed when they began tracking engagement metrics. Now, data helps guide what they produce, when they send it, and how they structure future downloads. Timing and simplicity emerged as key lessons—sending the right thing at the right moment matters more than overpersonalization.
What kind of results has Cornell seen?
The numbers speak volumes. Since implementing a more data-informed approach to digital downloads, Cornell has seen over 6,000 more downloads compared to the previous fiscal year. Email click-through rates also increased from 3.3% to 4.6% when downloads were included. That boost improves sender reputation and inbox placement, meaning even more eyes on future campaigns. Sarina emphasized that even small gains can lead to meaningful alumni re-engagement over time.
What advice does Sarina have for other institutions?
Sarina’s message is simple: just start. If you have the capacity to produce content in-house, test out one download and see how your audience responds. The important thing is to track your results from the beginning, so you can build a case for continuing or scaling the strategy. Plus, it’s a fun and engaging process for your internal team—offering creative freedom and unexpected professional development opportunities.
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