Integrated marketing for annual giving

Stephanie Mcbride Quinn

Journal of Education Advancement & Marketing, 2016, vol. 1, issue 3, 273-286

Abstract: Integrated marketing is used to great effect in the for-profit business world, as a means to cut through the noise, reach a target audience and inspire desired action. It is an approach that can also be applied in higher education fundraising, as the annual giving team at Boston University (BU) demonstrates. By employing the four integrated marketing principles of creating a concentrated effort, building consistent messaging, coordinating marketing channels and committing to tracking and analysis, BU is able to create key moments throughout the fiscal year to engage alumni and prospects and convert them into donors. This approach led to 106 per cent year-over-year growth in gifts from BU’s spring participation challenge, and has become the foundation of the team’s planning throughout the year.

Keywords: fundraising; annual giving; marketing; campaign; messaging (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/2308/download/ (application/pdf)
https://hstalks.com/article/2308/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jeam00:y:2016:v:1:i:3:p:273-286

Access Statistics for this article

More articles in Journal of Education Advancement & Marketing from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().