Transcript
Page 1: Driving Alumni Engagement and Donations with Marketing Automation

August 21, 2014

Driving Alumni Engagement and Donationswith Marketing Automation

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You should be able to hear us. If not, call 949-474-4418 option 2.

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Are we recording this? Yes.Do we get a copy of the slides? Yes.All registrants and attendees will receive an email with a link to the recording and slides of this presentation within 24 hours.

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Let’s be interactive ...

…or send your questions here.

You can use this button to “raise your hand” if you have a question...

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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

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Today’s Presenters

Kim GrossDirector of Sales & Marketing

Pacesetter Enterprises

Joe ManosExecutive Vice President

MindFire

David RosendahlCo-founder

MindFire

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Tell us about

yourself.

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What’s New?

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What’s your biggest need?

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E-book: Raising $6 million

Includes:● Objectives● Strategy● Architecture● Media samples● Results

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We act as an expert extension of your sales teamLimited to 6 companies at a time

Find out more and Apply

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Webinars & Master Classes

Insights from peer practitioners

No BS or fluff

Experimental formats

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Webinars & Master Classes

Insights from peer practitionersNo BS or fluffMarketing CornerExperimental formats Mark Angus

President & CEO

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Designed to walk you through different stages of selling or building a multi-channel, multi-touch marketing campaign with MindFire Studio®

Classroom Training

Register @ MindFireTraining.com

Sept 10-11: MindFire HQ // Irvine, CA Sept 28-Oct 1: Graph Expo // Chicago, IL*Oct 25-30: DMA // San Diego, CA *Anytime: Your location!

* Tentatively scheduled

Poll: What’s best for you?

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McArdle participated in MindFire’s 2 day sales training onsite at McArdle, and it was a game-changer for our team.

They left the training more motivated and educated on the best practices to grow our business.

It was an investment that will have a great ROI.

Lisa Arsenault, President/CEOMcArdle Solutions

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Professional Services● 100s of MA campaigns● Project management● Campaign development● HTML, CSS, .js, custom dev● Best-practices

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● eBook: How to raise $6 million via MA

● President’s Club: Driving your sales

● Webinars & Master Classes

● Classroom Training

● Professional Services

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Driving Alumni Engagement and Donationswith Marketing Automation

Pacesetter Enterprises, Inc.

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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

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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

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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.

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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

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Target Audience:

10,000 SFU alumni

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Strategy

Engaging alumni with ongoing communications via all-year-round campaign with multiple themes.

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Year-round Campaigns

Main FundraisingCampaign

Social Media

Contest

Giving Tuesday

Campaign

Xmase-card

VideoUpdates

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Main FundraisingCampaign

Social Media

Contest

Giving Tuesday

Campaign

Xmase-card

VideoUpdates

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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%.

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Social Media

Contest

Giving Tuesday

Campaign

Xmase-card

VideoUpdates

Main FundraisingCampaign

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Solicitation EmailsPersonalized communications

Data drives relevance, relevance drives response.

Personalized Variables

Personalized Variables

Personalized Variables

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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.

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Main FundraisingCampaign

Social Media

Contest

Giving Tuesday

Campaign

Xmase-card

VideoUpdates

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Social Media ContestTargeting young alumni through channels they use:Facebook & Twitter.

And involving other alumni as voters to get them engaged.

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Email 1Informative email with all relevant details

Best photos:Content, creativity, caption, and use of #SFUYA hashtag.

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Email 2

Timely reminder

With easy-to-follow instructions on how to participate to win.

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Microsite

Increase engagements

Get the visitors involved with other programs.

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Main FundraisingCampaign

Social Media

Contest

Giving Tuesday

Campaign

Xmase-card

VideoUpdates

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Direct Mail

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Emails 1 & 2

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PURL ads 1 & 2

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Main FundraisingCampaign

Social Media

Contest

Giving Tuesday

Campaign

Xmase-card

VideoUpdates

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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.”

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Year-round Campaigns

Main FundraisingCampaign

Social Media

Contest

Giving Tuesday

Campaign

Xmase-card

VideoUpdates

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Results

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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

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Q & A with KimHow? Why?

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You’re not the same company you were five years ago... What's changed?

Transformation

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Evolution

What have you learned over the last several years working with Higher Ed?

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Customer Needs

In what areas have Higher Ed customer needs changed over the last several years?

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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?

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Annual Pricing Programs

You have focused on providing annual cross channel, marketing programs versus one and done programs. What led you to this approach?

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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?

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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?

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Next Step

You've done a great job of growing the services you offer your customers. What's next for Pacesetters?

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Studio Launch

How has the Studio impacted your approach to customers and the programs you offer?

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Protecting Your Base

What's your approach to keeping your customers updated on all of the changes taking place with marketing in todays world?

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Sales Tools

What are some of the tools that you're using to help your sales team improve their skills?

Such as Zenarate...

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Let us know how we can help...

How to get started?

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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

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How can we help?

Set up a 1:1 Demo:

Mackenzi FarsheedAccount Manager

[email protected]

Sign up for Training courses:

Adrian MarquezTraining Manager

[email protected]

Contact Professional Services:

Dustin MedranoProfessional Services Project Manager

[email protected]

For strategic consulting:

Carrie Driscoll-HillFastLaunch Program Manager

[email protected]

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Q & A with Kim, Dave, and Joe

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Your HostsDave Rosendahl

[email protected]

Joe ManosExecutive Vice [email protected]

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Thank you!Learn more and create your free MindFire Studio

account at: http://mindfirestudio.com


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