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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.
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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
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 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
The Video Campaign • Video campaign was uncharted territory for us • Meet Zach:
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
