This was a strategic appeal directed at CSUSM alumni influencers, specifically chosen for their large social media reach. The goal was to recruit them as ambassadors for the “One CSUSM” campaign, which raises funds for student scholarships. By sharing the campaign online, these alumni were encouraged to drive awareness, followers, and donations.

The intended audience: alumni with significant social influence—a subset distinct from general alumni, students, or parents.

The purpose: an appeal designed to spark online engagement and giving via trusted personal networks.

What’s unique: It’s a novel initiative leveraging micro‑influencer-style ambassadorship, tailored to a small local institution—especially notable as it’s new to CSUSM and has already been recognized with awards for volunteer materials. We hope to expand this initiative for years to come.