Mixing virtual with traditional methods is the best recipe for success Blended Marketing Mixing virtual with traditional methods is the best recipe for success

Rachel Krest Director, Office of Annual Giving Why would the office of annual giving know anything about blended marketing?

What we do Talk about raising more than $1.5M each year for colleges, schools, units across campus. We do that by strategic communicating with our alumni base throughout the year. Talk about why we do this: income $$ plus building the base of donors, some of whom will become tomorrow’s major donors.

Multi-channel fundraising Print Face to face (voice to voice) Electronic The way we communicate or the method of communication is called a channel (or mechanism). There are three primary channels. Talk about how many communications/solicitations we do on average each year.

Direct mail Traditional print solicitations

National phone campaign Leadership Annual Giving Face to face (voice to voice)

Online giving Giving Day Crowdfunding Electronic

Keeping it all stirred up Social media Keeping it all stirred up

Giving Day

Year End Push

A LITTLE BIT ABOUT CROWDFUNDING

Talk about how Timing Ding! It’s done!

timing Typical Project Direct mail piece Calling or email Possible email or calling Social media ad Talk about how the DM piece may well be a pre-call postcard. In that case, we only wait till our seeded postcards are received to begin calling. For a full-fledged DM piece with a reply device, etc., we’ll wait up to four weeks after receiving so that prospects may have time to reply to that first. Then we call. Depending how calling is going, we’ll develop an email Now, more than ever, we’re opting for social media advertising to help us get the message across.

Electronic/digital works We’re counting on it! Successes AI4A Last Ditch Talk about how the DM piece may well be a pre-call postcard. In that case, we only wait till our seeded postcards are received to begin calling. For a full-fledged DM piece with a reply device, etc., we’ll wait up to four weeks after receiving so that prospects may have time to reply to that first. Then we call. Depending how calling is going, we’ll develop an email Now, more than ever, we’re opting for social media advertising to help us get the message across.

Social media works Talk about the last ditch appeal… we began reminder emails 6-22 and the Facebook ad ran from 6-24… our emails were very personal and sent from my uark email account

Additional Ingredients Talk about how Additional Ingredients Spicing it up

Other traditional print materials While fundraising is going on, we’re working with UREL and other communicators to take advantage of other communication opportunities that support and enhance the solicitations that are taking place. For instance: Arkansas magazine, The Benefactor, even a t-shirt can be seen as a traditional method of communication that can solidify the idea of a concept in constituency’s brains. Additionally, website content is also supporting the theme

Talk about how application Sweet success

Enhance your communication by blending Subject matter Time-frame Imagery Language Talk about how they can utilize these ideas for whatever their marketing purposes are. Having an event? Apply blended marketing techniques. Want to increase enrollment? Apply blended marketing techniques.

Discussion Questions? Thoughts?