24-Hour Donation Drive Raises 2x Original Goal
At midnight on May 15, 2014, Cedarville University launched a 24-hour donation drive designed to raise $51,500 in a single day. The campaign was kept secret prior to launch. On May 15, alumni and friends were contacted via email, promoted and organic Facebook posts, and a university-run call center. A simple campaign website contained a mobile-friendly donation form, as well as photos and text for quick social sharing. Within 24 hours, Cedarville had raised $129,212.03.
A month earlier, MSM designed and executed a 30-day AlumniReconnect campaign to capture attention of Cedarville University alumni on Facebook, encouraging them to connect to the alumni association Facebook page and provide updated email addresses. In exchange for liking the Facebook page and updating their contact information, alumni and friends were entered to win university-branded gear.
The Alumni Reconnect campaign laid the groundwork for the success of the 5.15 Challenge, boosting the university’s data set by 11%. With positive social engagement from 12,879 Cedarville alumni and friends during the reconnect, the audience was fresh and ready to receive the 5.15 Challenge.
MSM email reporting shows that 63% of contactable alumni were reached during the day-long 5.15 Challenge, resulting in 686 donors giving a total of $129,212.03 to Cedarville — double the university’s intended goal.
In addition to building a receptive audience through the Alumni Reconnect, MSM was responsible for planning and writing all 5.15 Challenge Facebook posts, carefully managing the Facebook advertising budget, and writing, building, and sending three mobile optimized emails over the course of the 24-hour campaign.
#LoveTheTurtle Alumni Marketing Campaign Launches
Now through February 14, 2014, University of Maryland is engaging alumni with our #LoveTheTurtle five-day giveaway social marketing program. With more than 250,000 living alumni, Maryland’s primary goal is to activate engagement among lost and lapsed graduates while collecting updated contact data.
During the course of this week-long alumni engagement drive, University of Maryland branded prizes will be given away daily to randomly selected alumni who enter to win via our Facebook app. Through the use of organic Facebook posts and daily reminder emails, alumni are encouraged to enter once a day to increase their chance of winning a prize. The daily emails are sent to all entrants, announcing the day’s prize and softly introducing the benefits of alumni association membership.
With our progressive profiling feature activated, each time a graduate enters the giveaway, he or she will be prompted to answer a different question – for example: class year, mobile phone number, favorite professor. This allows us to to capture unique data each time the same person enters without increasing the length of the entry form, resulting in more daily entries.
At the end of the five-day campaign, we will email all engaged participants, making a direct appeal for membership in the alumni association.
2/17 Update: Campaign Results
We reached over 102,370 UMD alumni during Maryland’s five-day #LoveTheTurtle social marketing campaign. Here are a few initial key results from the alumni marketing campaign:
Total UMD alumni reached: 102,370
Total UMD alumni engaged: 2,378
Five-day email nurture average open rate: 61%
UMD alumni participants who clicked to become a member: 27%
Learn more: alumni membership and fundraising campaigns