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University of Miami - "Keeping Fans in the Huddle and Increasing Contributions" |
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| Challenge: The UM Hurricane Club wanted to strengthen the University of Miami's commitment to student-athlete excellence, both academically and athletically, by improving the communication link with club members while increasing online donations. |
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| Analysis: In an effort to provide ongoing value, and to ensure that the marketing activities were driven by research, we analyzed past communications efforts and materials, as well as average responses for accepting online donations. We found that reaching out to supporters was competing with other requests for donations. |
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| Solutions: We instituted a relationship-building program which became a crucial part of the UM Hurricane Club fundraising plan. Our program enabled the University to connect with their constituents and reach out to their donors and supporters through email newsletters and online fundraising appeals. We helped them define desired outcomes, and developed a concept of urgency to improve relationship-building with past donors in addition to new donors. |
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Accountability: We measured the results by totaling the amount of funds raised, and then factored in the cost reductions gained from using our online programs as opposed to sending out offline appeals such as direct mail. We were able to separate our results from just advocacy or branding by using a cost per action methodology that compared the costs of recruiting donors in other ways.
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| Performance: The number of overall donors directly attributed to the campaign was over 300 people and counting, and we saved the University $48,000 in printing and mailing costs. We also provided a way for the message to be controlled by having a referral program for friends. In addition, this campaign provided a way for the UM alumni to invest in the future; it built awareness through the use of direct links to other online programs we have developed. |
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