Coordinated communications for comprehensive campaigns

Tom Mitchell

Journal of Education Advancement & Marketing, 2018, vol. 3, issue 3, 219-228

Abstract: In 2017, the University of Florida (UF) publicly launched a US$3bn campaign — the most ambitious campaign in its history. A campaign of this magnitude would require comprehensive and coordinated communications that connect the vision of a complex and dynamic university with the passions of its many diverse donors, connections that would have to be made in an increasingly fractured and cluttered communications environment. This paper provides guidance and examples for designing, developing and executing an effective campaign communications strategy and plan with specific focus on advancement organisations operating with decentralised models.

Keywords: advancement; campaign; communications; development; fundraising; marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2018:v:3:i:3:p:219-228

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