The power of micro-campaigns in an annual giving programme

Élodie Marteau
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Élodie Marteau: Director of Annual Giving, University of Montreal, Canada

Journal of Education Advancement & Marketing, 2025, vol. 10, issue 2, 151-163

Abstract: This paper explores the evolving strategies behind fundraising and marketing campaigns in the context of higher education and non-profit organisations. It offers an in-depth look at how personalised approaches, relationship marketing and data-driven strategies contribute to long-term donor engagement and sustainable financial growth. The author’s experience ranges from working with an international cosmetic brand to leading annual giving campaigns at the University of Montreal (UdeM), where they achieved record-breaking results in donor mobilisation and revenue generation. The goal of this paper is to provide readers with practical advice on how to create and manage successful fundraising campaigns across multiple channels, focusing on the importance of segmentation, personalisation and strategic planning. It also addresses the challenges and opportunities of engaging donors in the digital age, with a focus on the role of social media engagement and return on investment (ROI) tracking. Readers will gain a better understanding of how to structure annual giving programmes, optimise donor retention and use data to refine campaign strategies. In addition, this paper offers an overview of how to lead teams, set objectives and drive organisational growth through effective philanthropy and fundraising initiatives. By the end, readers will have the tools and knowledge to apply multichannel strategies successfully and achieve measurable results in their own campaigns. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.

Keywords: fundraising strategies; multichannel campaigns; donor engagement; relationship marketing; annual giving programmes; return on investment tracking (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2025:v:10:i:2:p:151-163

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