Rosemont College Boosts Donor Participation with Data-Driven Marketing: PODi Case Study

In the 2011 campaign, Rosemont College integrated the following elements:

• Versioned direct mail based on giving status, level of previous gift, time of previous gift, relationship to the College (alumni, parents/friends, campaign prospect, etc.) and age
• Versioned emails that corresponded with direct mail pieces
• Personalized URLs to continue capturing data to be utilized throughout 2011 and lay the groundwork for the launch of the public phase of the Comprehensive Campaign
• Facebook to push online donations
• Versioned campaign-related Annual Fund videos synchronized to versioned direct mail pieces and emails that pushed online donations
• Timely non-solicitation emails were utilized to engage non-responders, showcase Rosemont’s campus and create a sense of good-will among recipients

It was imperative for Rosemont to lay the groundwork for the Campaign by doing donor and prospect research, identifying major donor prospects and capturing pledges. A five-phase campaign was developed that integrated with preparations for a Comprehensive Campaign being officially launched in 2012. Previous campaigns had only incorporated four phases. The first phase was launched in August 2010 with subsequent phases following approximately every two months.