Many colleges and universities rely on fundraising to raise money for scholarships, endowment funds, and other financial needs. If you’ve attended any higher education institution, there’s probably a good chance that it has reached out to you by mail, phone, or email asking for donations. Tapping into the school’s alumni network is one proven way to raise funds, but it might not provide enough capital during tough economic times.
We will discuss the best higher ed direct marketing strategies and how they can help your organization reach its goals. At Red Paper Plane, we’ve helped our clients raise funds through innovative and interactive ways that drive engagement and motivate action. Contact us today for to get started!
Understand Your Audience and Tailor Campaigns
One effective method of using higher ed direct marketing to raise awareness of an upcoming fundraising event is to understand your audience. While reaching out to all former students and faculty can spread the word, targeting those linked to a specific department may increase donations if your plans involve that department. For example, if you want to build a new music center like Skidmore College, tailoring your campaign to those previously associated with the department may yield better results.
Adopt a Multi-Channel Strategy to Broaden Reach
Although direct mail campaigns have historically been a favorite among higher education marketing departments, rising postage costs and shrinking budgets indicate that an alternative approach may be necessary. Email marketing is a powerful tool for higher education institutions to reach everyone on their mailing lists with a single click. However, the email recipient can also use a single click to send the email to the trash or choose to ignore it entirely.
So, how can you use a multi-channel approach to broaden your message? Start your fundraising efforts with a creative direct mailer that presents your message in a compelling way. You can use a video brochure like Skidmore College did, or a tablet flapper that presents your message with interactive unfolding panels.
The next step in your campaign is to follow up on your direct mailer through digital channels. This may involve sending a friendly email reminder, reaching out by telephone, or using a social media page. Combining these methods creates a seamless experience for your donors, ensuring your message reaches them on their preferred platform.
Great Storytelling Stirs Emotion
Great storytelling is one of the most powerful tools in any marketing strategy. How often have we watched the news and listened to someone’s story about how their life has improved through an organization’s kindness? This principle also applies to college students. To highlight what your organization is striving to achieve, include stories of the individuals who will directly benefit from the donations. This could be through scholarships, research funding, or enhanced campus resources that make life on campus more enjoyable and fulfilling.
Peer-to-Peer Fundraising Increases Personal Reach
Peer-to-peer networking is another effective way to raise awareness of an upcoming fundraising event. This strategy encourages current and former students, employees, and donors to connect with their networks using word-of-mouth, social media, and company affiliations. Participants can share personal stories about how the college or university has impacted them, which can generate excitement and trust around your campaign. Potential donors can see their contributions' direct impact and may be motivated to donate higher amounts.
Data Collection and Analysis Allow Flexibility
Higher ed direct marketing strategies have evolved over time. In the past, organizations might have mailed thousands of mailers without knowing whether any reached the intended recipients. However, today’s technology makes tracking direct mail response rates through QR codes, custom URLs, and other unique identifiers easier than ever. Institutions that utilize advanced metrics to analyze donor behavior can achieve better results, allowing for greater flexibility in fine-tuning upcoming fundraising efforts. Organizations can target those donors who have given more frequently and in more aggressive ways, like with a video brochure, which can lead to higher donation totals.
The Bottom Line
Fundraising is critical to many higher education institutions’ bottom line. Without donations from alumni, many scholarships may go unfunded, and improvements like a new music center, which Skidmore College built, wouldn’t be possible. Direct marketing, when executed with the techniques mentioned above, can be a powerful tool in building lasting relationships and securing financial support for future generations of students.
If you want to reach your campaign fundraising goals, a creative direct mailer combined with follow-up digital support may take your effort to the next level. At Red Paper Plane, we’ve helped organizations like yours do that in fun and interactive ways. Reach out to us today for a free quote or to get started.