3,000 alumni strong: a multi-media campaign for the hampden-sydney fund
DESCRIPTION
3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund College Communicators Association of Virginia and D.C. April 6, 2013. What we’ll cover. Status of the H-S Fund prior to this campaign Design & Components of the campaign Videos—the heart of the campaign What we learned. - PowerPoint PPT PresentationTRANSCRIPT
3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund
College Communicators Association of Virginia and D.C.April 6, 2013
What we’ll cover• Status of the H-S Fund prior to this campaign• Design & Components of the campaign• Videos—the heart of the campaign• What we learned
Where we were before 3,000 Strong
• College recently finished a capital campaign• High turnover in annual fund staff• New leadership in Institutional Advancement• Slump in alumni giving participation
FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY120
500
1000
1500
2000
2500
3000
3500
Number of Donors
Alumni
Before 3,000 Strong
• Perceptions of rapid change within institution• New strategic plan with aggressive goals
Time for a game-changer
• “Let’s do a challenge. Make it loud and fast.”• June 30th Deadline• Goal
FY00 FY01 FY02 FY03 FY04 FY05 FY06 FY07 FY08 FY09 FY10 FY11 FY120
500
1000
1500
2000
2500
3000
3500
Number of Donors
Alumni
3,000
Incentive:Anonymous Donors offer $200,000 Challenge Gift
Content & Focus of Campaign
• Focus on familiarity:– Faculty, staff, community personalities
Structure of Campaign
• Launched April 1, 2013• Featured three direct mail pieces• Seven emails with videos• Additional email reminders, updates, etc.• Social media posts from College’s accounts• Peer-to-peer social media posts & messages• Dozens of alumni phonathons
Email Template
Email Template
Email Template
Microsite: 3000strong.hsc.edu
Microsite: 3000strong.hsc.edu
The Video Campaign
• Video campaign was uncharted territory for us• Meet Zach:
First Mailing
Second Mailing
Final Mailing
What we learned
• Alumni liked a challenge• $200,000 challenge gift inspired some but not all• Can be done with existing resources• Email management improved• Collaborative, natural scripting is best• Know what comes next
Make History for H-SC