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

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

3. 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.

4. 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.

5. Direct mail
Traditional print solicitations

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

7. Online giving Giving Day Crowdfunding
Electronic

8. Keeping it all stirred up
Social media
Keeping it all
stirred up

9. Giving Day

10. Year End Push

11. A LITTLE BIT ABOUT CROWDFUNDING

12. Talk about how
Timing
Ding! It’s done!

13. timing Typical Project Direct mail piece Calling or email
Possible 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
Now, more than ever, we’re opting for social media advertising to help us get the message across.

14. 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
Now, more than ever, we’re opting for social media advertising to help us get the message across.

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

16. Additional Ingredients
Talk about how
Additional Ingredients
Spicing it up

17. 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

18. Talk about how
application
Sweet success

19. 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.

20. Discussion
Questions? Thoughts?