How Miami University Used Digital Marketing to Strengthen Their Annual Giving Program

Challenge

Miami University was at a pivotal moment in their annual giving efforts, with high staff turnover, increased fundraising goals, and a decline in engaged alumni and donors. They needed to find new ways to engage their audiences and bring in revenue for the university. They wanted to focus on digital investments but needed outside expertise for this new frontier.

Solution

EAB created digital marketing strategies that mimicked ecommerce best practices, engaging Miami’s alumni and prospective donors consistently throughout the year. EAB also revitalized Miami’s phonathon program with digital components for increased conversion rates and an expanded reach. Finally, EAB provided tailored digital support for Miami’s annual giving day, driving increased participation and growth in online fundraising revenue.

Impact

Miami’s partnership with EAB has allowed them to be agile in an evolving industry, stay relevant on digital platforms, and grow their annual giving program. Since partnering with EAB in 2013, Miami has increased their dollars raised from undergraduate alumni by 171%. Miami has also seen a 226% growth in annual funds raised from #MoveInMiami since EAB began supporting their digital ads and strategy in 2018. With an average retention rate of 63.6%, Miami has successfully kept their existing donors engaged while also focusing on capturing new ones.

Creating a Yearlong Digital Journey Using Ecommerce Strategies

EAB implemented omnichannel digital campaigns that mimicked ecommerce remarketing strategies to ensure Miami’s content stays in front of their audiences on platforms they are already using, throughout the entire year. Miami saw an uptick in donations throughout the year from donors who were also engaging with their digital content. Miami discovered that the rate their target audience was engaging with their digital content throughout the year correlated with the rate of online donations received.