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 30 th 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 s with videos Additional reminders, updates, etc. Social media posts from College’s accounts Peer-to-peer social media posts & messages Dozens of alumni phonathons

Template

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 management improved Collaborative, natural scripting is best Know what comes next

Make History for H-SC