Marketing a Giving Day

Recorded On: 10/03/2017

OVERVIEW

A successful giving day requires more than just a website and an advertisement in the alumni magazine. It necessitates a comprehensive on and offline marketing strategy that will raise awareness and generate excitement before and during the live event. An effective marketing plan needs to be developed well in advance, integrated with ongoing programs, and carefully executed to ensure that each one of your institution's constituents and supporters is prepared to participate when the big day comes.

This recording is eligible for 1.25 points of CFRE credit.

WHAT YOU'LL DISCOVER

Guidelines for creating promotional materials, including a website, leaderboards, giving forms, and videos
Methods for developing schedules and messages for print, email and social media communications
Tips for recruiting and mobilizing volunteers to help spread the word through social networks
Recommendations for tracking and evaluating the effectiveness of your marketing efforts
Examples from other institutions, and more!

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Emily Kernan

With more than 15 years of experience in annual giving and educational fundraising, Emily has led programs at the University of Pennsylvania, Rice University, and Lafayette College. Her other experience includes presenting for CASE and the Association of Fundraising Professionals (AFP) and teaching at Rice's Center for Philanthropy and Nonprofit Leadership. She holds a B.A. in English from Binghamton University and an M.S. in Nonprofit Leadership from Penn's School of Social Policy and Practice.