August 21, 2014
Driving Alumni Engagement and Donationswith Marketing Automation
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Agenda● What’s new?
● Case Study: Annual Fundraising Campaign for Saint Francis University Kim Gross // Director of Sale & Marketing, Pacesetter Enterprises
● Path to Success: How Pacesetter Enterprises Grows Their Business
● Q & A
Today’s Presenters
Kim GrossDirector of Sales & Marketing
Pacesetter Enterprises
Joe ManosExecutive Vice President
MindFire
David RosendahlCo-founder
MindFire
Tell us about
yourself.
What’s New?
What’s your biggest need?
E-book: Raising $6 million
Includes:● Objectives● Strategy● Architecture● Media samples● Results
We act as an expert extension of your sales teamLimited to 6 companies at a time
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Driving Alumni Engagement and Donationswith Marketing Automation
Pacesetter Enterprises, Inc.
Meet Kim
● Began working for Pacesetter in 2007 after earning a bachelor’s degree from Misericordia University
● Launched Pacesetter’s cross-channel marketing division
● Limited experience in the printing world - which has helped in the sales process
Kim GrossDirector of Sales & Marketing
Pacesetter Enterprises
About Pacesetters Enterprises
● Established in 1986 by the late Charles O. Gross
● Transitioned to providing solutions sales in early 2000’s
● Focused on the manufacturing, healthcare and higher education verticals
About SFULocated in Loretto, PA, Saint Francis University is a Catholic Franciscan Division I liberal arts college offering bachelors, masters, doctorate, and associate degrees in arts, business, health science, and science.
Pacesetters partnered with SFU in 2013 and increased alumni donations by augmenting their direct mail and telephone campaigns with a campaign that combined personalized emails, and landing page technology.
For SFU’s 2014 Annual Fund Campaign, the Pacesetter team took the last year’s multi-channel approach a step further by integrating it with social media.
Campaign objectives:1. Engage young alumni by creating a fun, relevant experience2. Increase participation on social media sites (mainly Twitter & Facebook)3. Increase donations from alumni
Target Audience:
10,000 SFU alumni
Strategy
Engaging alumni with ongoing communications via all-year-round campaign with multiple themes.
Year-round Campaigns
Main FundraisingCampaign
Social Media
Contest
Giving Tuesday
Campaign
Xmase-card
VideoUpdates
Main FundraisingCampaign
Social Media
Contest
Giving Tuesday
Campaign
Xmase-card
VideoUpdates
Video UpdatesKeeping alumni informed
It’s critical to let alumni know how their donation is making a difference.
Integrating relevant video can increase overall response rates by as much as 112%.
Social Media
Contest
Giving Tuesday
Campaign
Xmase-card
VideoUpdates
Main FundraisingCampaign
Solicitation EmailsPersonalized communications
Data drives relevance, relevance drives response.
Personalized Variables
Personalized Variables
Personalized Variables
MicrositeApp-like interface
Let your visitors find what they are interested in, faster.
Image box on the right of the landing page was a scrolling box of variable links based upon the recipient’s interest.
Main FundraisingCampaign
Social Media
Contest
Giving Tuesday
Campaign
Xmase-card
VideoUpdates
Social Media ContestTargeting young alumni through channels they use:Facebook & Twitter.
And involving other alumni as voters to get them engaged.
Email 1Informative email with all relevant details
Best photos:Content, creativity, caption, and use of #SFUYA hashtag.
Email 2
Timely reminder
With easy-to-follow instructions on how to participate to win.
Microsite
Increase engagements
Get the visitors involved with other programs.
Main FundraisingCampaign
Social Media
Contest
Giving Tuesday
Campaign
Xmase-card
VideoUpdates
Direct Mail
Emails 1 & 2
PURL ads 1 & 2
Main FundraisingCampaign
Social Media
Contest
Giving Tuesday
Campaign
Xmase-card
VideoUpdates
Christmas e-Card
Copy to enforce University’s values and emotional connections:
“As we look upon the Christmas scenes in the churches and homes surrounding us, we remember our dear patron, Saint Francis, who has a special love for the Christ Child.”
Year-round Campaigns
Main FundraisingCampaign
Social Media
Contest
Giving Tuesday
Campaign
Xmase-card
VideoUpdates
Results
YoY results
● 28% increase in e-mail engagement over national average
● 4% increase in donations● 9.4% increase in pledges from calling program● $40,000 increase in gifts received online
Q & A with KimHow? Why?
You’re not the same company you were five years ago... What's changed?
Transformation
Evolution
What have you learned over the last several years working with Higher Ed?
Customer Needs
In what areas have Higher Ed customer needs changed over the last several years?
Higher Ed Opportunity AreasThere are a number of areas of opportunity within Higher Ed. Have you focused on a single area (e.g., Alumni Relations) or are you targeting other areas too?
Annual Pricing Programs
You have focused on providing annual cross channel, marketing programs versus one and done programs. What led you to this approach?
Sales Approach
From a sales perspective, Universities can be difficult to navigate. What has been your point of entry and sales approach for Higher Ed?
Offering New Services
Your use of video is interesting. Has offering video helped you grow your business? Are you using it in other areas as well?
Next Step
You've done a great job of growing the services you offer your customers. What's next for Pacesetters?
Studio Launch
How has the Studio impacted your approach to customers and the programs you offer?
Protecting Your Base
What's your approach to keeping your customers updated on all of the changes taking place with marketing in todays world?
Sales Tools
What are some of the tools that you're using to help your sales team improve their skills?
Such as Zenarate...
Let us know how we can help...
How to get started?
Sign up for our 2 day classroom training!This training course is designed to walk you through different stages of building a multi-channel,
multi-touch marketing campaign with MindFire Studio®
Want to learn more?
Register @ MindFireTraining.comOur next class is at MindFire HQ in Irvine, CA // September 10th & 11th
How can we help?
Set up a 1:1 Demo:
Mackenzi FarsheedAccount Manager
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Contact Professional Services:
Dustin MedranoProfessional Services Project Manager
For strategic consulting:
Carrie Driscoll-HillFastLaunch Program Manager
Q & A with Kim, Dave, and Joe
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account at: http://mindfirestudio.com