IDEAS home Printed from https://ideas.repec.org/a/aza/jeam00/y2016v1i3p273-286.html
   My bibliography  Save this article

Integrated marketing for annual giving

Author

Listed:
  • Quinn, Stephanie Mcbride

Abstract

Integrated marketing is used to great effect in the for-profit business world, as a means to cut through the noise, reach a target audience and inspire desired action. It is an approach that can also be applied in higher education fundraising, as the annual giving team at Boston University (BU) demonstrates. By employing the four integrated marketing principles of creating a concentrated effort, building consistent messaging, coordinating marketing channels and committing to tracking and analysis, BU is able to create key moments throughout the fiscal year to engage alumni and prospects and convert them into donors. This approach led to 106 per cent year-over-year growth in gifts from BU’s spring participation challenge, and has become the foundation of the team’s planning throughout the year.

Suggested Citation

  • Quinn, Stephanie Mcbride, 2016. "Integrated marketing for annual giving," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 1(3), pages 273-286, December.
    • Handle: RePEc:aza:jeam00:y:2016:v:1:i:3:p:273-286
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/2308/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/2308/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    fundraising; annual giving; marketing; campaign; messaging;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jeam00:y:2016:v:1:i:3:p:273-286. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.