University Fundraising And The Community

With the recent explosion of online social networks

, the definition of 'community' has taken on a new meaning entirely, transcending traditional boundaries such as geography. Groups of individuals, numbering anywhere from a handful to thousands, are increasingly replacing 'place' with 'purpose' when it comes to identifying, and participating in, a successful community.

For modern-day universities, one increasing challenge of any in-house marketing effort is to identify and leverage organically established alum-centric and student-based online communities. These groups must be carefully nurtured through online and traditional university fundraising methods in order to engage and cultivate them for long-term donor acquisition and retention.

Due to the level of complexity involved when it comes to tracking and maintaining multi-channel response-based outreach with alumni during their post-collegiate years, many institutions have opted to partner with a direct marketing agency to manage the details and strategy of their university fundraising.

When approaching the message development of a university donor acquisition program, it is important to consider segmenting prospective donors into separate campaigns based on the community identifier that is most likely to resonate with the prospect.

For example, some graduates are interested in the growth of a university's athletic endeavors, while other alumni are more aligned with ensuring that their alma mater sustains a cultural and artistic presence, or continues to make groundbreaking progress in the field of science and technology.

Because one of the long-held donor motivators is rooted in the belief of 'investment,' any university fundraising effort should include the progress being made by the area of interest most strongly identified by the prospect. By showing tangible results of a financial gift, and the benefit it provides to the overall success and relevance of the online community, donor acquisition can lead to an active and engaged foundation of support.

by: Christine Harrell

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