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MCPHS Leadership Giving Piece

Case Study Download: MCPHS University’s Leadership Giving Program

Within an annual giving plan, there are different initiatives targeted at different segments to personalize asks and connect with donors more effectively. One segment that organizations typically target is leadership donors. Leadership giving communication is an opportunity for organizations to speak to donors that have invested at a higher level in a different way than non-donors or other donors.

“BCG provides knowledgeable, fundraising-savvy, and most importantly highly responsive team of professionals with which to work throughout the course of planning, developing, and executing a project. From initial ideation of project concept to the development of print materials and their distribution to constituents, BCG has earned our trust as a worthy collaborator.”

– Lawrence Townley, MS, Executive Director of Development Operations, University Advancement

Massachusetts College of Pharmacy and Health Sciences, MCPHS University, had a leadership giving initiative to connect with leadership donors and communicate the importance of donor contributions.

BCG Connect collaborated with MCPHS University on this initiative that produced successful results for this campaign. What did that collaboration entail? Learn more about the creative ideas, campaign steps and results in the following case study.

Personalization in your direct mail pieces can take your campaign to the next level. What is important to Donor A? What is important to Prospect B? What about Donor C, D, E? Segmenting your donor base and personalizing asks and messaging based on certain factors can increase your chances of their donation. You always want to target the right people with the right message at the right time.

Targeting leadership donors and implementing a leadership giving campaign can be a strategic element of your annual giving campaign. For more information on leadership giving or to request leadership giving samples, let’s connect!

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BCG Staff Writer
BB&N Annual Fund Direct Marketing Plan

Case Study Download: BB&N Optimizes Their Annual Fund Direct Marketing Plan

How important is an annual fund direct marketing plan? Extremely! Annual fund marketing plans help with budgeting, forecasting, consistent outreach, benchmarking for the next year, and overall strategic preparation for fundraising efforts. By having a fully integrated marketing plan that has a consistent look, theme, and message to it, constituents can expect an update or outreach from your organization throughout the year. This can lead to more engagement, more loyalty, and more donors.

Buckingham Browne & Nichols (BB&N) partnered with BCG CONNECT for their FY17 annual fund direct marketing campaign. Through collaboration, BCG CONNECT and BB&N discussed a theme, goals, and timeline for the year for their annual direct marketing initiatives.

 “Reflecting back on FY17, BCG CONNECT helped us create a fully integrated marketing look throughout our appeals and stewardship pieces. It has been a wonderful partnership.”

-Audrey Wallace, Associate Director of The BB&N Fund

BB&N knew the importance of consistently reaching out to and engaging with donors. Download this case study to view a sample of what was sent out each month and some results of their campaign.

Consistency is key to branding. Here are three benefits to having fully integrated, consistent branding for your appeals:

  1. It gives your organization a personality and identity that constituents can relate to.
  2. It effectively delivers and reinforces key messaging.
  3. It drives donor loyalty and brand recognition.

BCG CONNECT works with clients on their annual direct marketing plans to ensure constituents are consistently being reached throughout the year. For more information on how BCG CONNECT can help your annual fund direct marketing campaign, connect with us!

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BCG Staff Writer
Bentley University's Philanthropy Week

Spotlight: Bentley University’s Philanthropy Week

#bentleygives
Bentley created a week of on-campus activities, all centered on philanthropy.

For 2015, this week of events was creatively branded with the slogan, “Bentley Runs on Philanthropy,” a spinoff of the Dunkin’ Donuts “America Runs on Dunkin'” slogan. This played well into the week’s events, which were full of coffee and running.

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Above: Branding the campaign: “Bentley Runs on Philanthropy”

Calling all coffee lovers and do-gooders…
To kick off the giving week, students were given free coffee and donuts. Then, it was their turn to “pay-it-forward” by buying a friend’s coffee. Next, they were asked to donate to Relay for Life with spare, coffee-cup change – every penny counts!

This all led up to the final event – the “Neon Run,” an organized race where students dressed to match the neon theme in glowing garb. It was a chance to show their school spirit, run with friends, and of course enjoy a cup of coffee (waiting for them at the finish line). This was a way to get students involved with supporting the Bentley Annual Fund – their registration fees were donated to the Annual Fund.

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It just goes to show – giving back can be fun too!

Success!
Bentley has had great success with this strategy over the past couple of years. In addition to getting students involved in their annual fund even before they become “young alumni”, Philanthropy Week continually:

  • Raises awareness of the Bentley Annual Fund – teaching students why it’s important to give back
  • Fosters a philanthropic culture among students
  • Provides a fun incentive for students to make a donation

View complete portfolio of event materials (crafted by Boston Color Graphics) here.

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BCG Staff Writer
Milton-Nobles Challenge

Teaming Up With Your Rival School to Boost Young Alumni Participation

Noble and Greenough School and Milton Academy are rival schools that team up for an annual young alumni challenge to boost participation early in the fiscal year. The competition between the two schools athletic teams is an event that attracts many young alums back to campus. Nobles and Milton saw this as an opportunity to engage them in giving.

After the first couple years of running the challenge, both schools took a step back to the drawing table. They wanted to find new ways to make it easier for their young alumni to give and take their numbers even further.

The solution was:

  • More social media
  • More peer-to-peer asks
  • Mobile Giving option
  • “Click to Pledge” landing pages

With BCG Connect’s help, the schools rolled out a new direct mail and email plan that worked in conjunction with their social media, text-to-give, and on-campus student volunteer efforts.

First, a postcard with a QR code and personalized URL to click-to-pledge page was mailed.

Second, an e-mail, mirroring the postcard design, was sent with the link to their personalized click-to-pledge page, which included a targeted ask array.

Third, weekly follow-up e-mails, including the link to the click-to-pledge landing page and updated stats tracking each schools progress and lead in the competition, were sent out.

Nobles direct mail and email plan download!

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