Bringing the Political Campaign to the Academic Arena
The Chronicle of Higher Education discusses the newest approach to collegiate fundraising that emphasizes online tactics to approach alumni that are under the age of forty in an article posted on its website today.
It is well documented that direct mail-approaches are not nearly as effective on younger cohorts, so Blue State Digital's Rich Mintz and Thomas Gensemer provide an alternative suggestion in the article - focus on the Internet.
The article, which will be published in the April 24, 2009 edition, explains what colleges could improve:
"[Universities will] send a message out of the blue. Often it shows a glitzy video. The message will be generic, a lofty appeal about the gifts that students got from the college when they were there, and the obligation they have to future generations... Other things that don't work: When news coverage makes the moment right, the consultants say, you can't wait for a dozen people to approve an e-mail message capitalizing on the spotlight. You need to blast that message out now."
Blue State Digital is involved in fundraising and engagement at several academic institutions including The University of Florida and the Brennan Center for Justice at New York University's School of Law.
The article discusses BSD's general strategy for helping colleges reach more people and raise more money:
"The strategy, in part, is to segment potential donors by their interests and by how deep a relationship they are willing to have with an institution, and to talk to groups differently if possible. If Blue State succeeds, people will feel part of an online relationship that feels more 'authentic,' Mr. Mintz says. When it comes time to click that 'Give Now' button, the donation will come via a continuing conversation, rather than an out-of-the-blue 'ask.'"
Take a look at the full article here. If you are interested in hearing more about how Blue State Digital can raise money for your academic institution, please feel free to contact us.