Rosemont College Boosts Donor Participation with Data-Driven Marketing

Target Audience and Messaging
Rosemont’s target audience was divided into several segments to drive personalization and ensure that communications were relevant for recipients. Segments were based on the following:

Donor status (LYBUNT, SYBUNT, non-donor)
College relationship (traditional undergraduate, non-traditional undergraduate, parents of current students, parents of former students, friends, campaign prospects)
Graduation year
Date of last gift

To develop a highly targeted list, donor analysis was conducted that looked at giving history and the engagement of alumni as measured by connections via Facebook, opened emails, attendance at alumni events and more. A wealth screening analysis was also conducted by an outside company.