3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund
description
Transcript of 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund
![Page 1: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/1.jpg)
3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund
College Communicators Association of Virginia and D.C.April 6, 2013
![Page 2: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/2.jpg)
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
![Page 3: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/3.jpg)
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
![Page 4: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/4.jpg)
Before 3,000 Strong
• Perceptions of rapid change within institution• New strategic plan with aggressive goals
![Page 5: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/5.jpg)
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
![Page 6: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/6.jpg)
Content & Focus of Campaign
• Focus on familiarity:– Faculty, staff, community personalities
![Page 7: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/7.jpg)
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
![Page 8: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/8.jpg)
Email Template
![Page 9: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/9.jpg)
Email Template
![Page 10: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/10.jpg)
Email Template
![Page 11: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/11.jpg)
Microsite: 3000strong.hsc.edu
![Page 12: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/12.jpg)
Microsite: 3000strong.hsc.edu
![Page 13: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/13.jpg)
The Video Campaign
• Video campaign was uncharted territory for us• Meet Zach:
![Page 14: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/14.jpg)
First Mailing
![Page 15: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/15.jpg)
Second Mailing
![Page 16: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/16.jpg)
Final Mailing
![Page 17: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/17.jpg)
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
![Page 18: 3,000 Alumni Strong: A multi-media campaign for the Hampden-Sydney Fund](https://reader036.fdocuments.us/reader036/viewer/2022062410/56815c1d550346895dc9f2e2/html5/thumbnails/18.jpg)
Make History for H-SC