Integrated Marketing Successes: Crossing the Channel

Results: Of the 466 alumni members who were queried, there were 73 unique visits to the landing pages. The campaign generated 29 completed surveys (a clickthrough rate of 40 percent) and 29 donations. The SVM Alumni Association more than doubled its pre-reunion donation amounts.

It enabled the alumni veterinarians to donate directly online and simplified the process by setting up a page that pre-populated the donor's name and other information acquired at the update profile page on the PURL.