Getting to know you: Personalized marketing strategies grab the attention of donors and alumni.

Author:Whitt, Marc C.
Position:MARKETING
 
FREE EXCERPT

No doubt you have received a wall or desk calendar from your alma mater. Such calendars often feature campus scenes that trigger memories of student days.

Recently, my wife, a second-grade teacher, received a desk calendar unlike any I had seen before, from a nonprofit education group she supports.

What caught my attention was that the calendar's front cover featured my wife's first name; so did each month.

Every page featured a photograph with an object designed around her name. One month had wooden building blocks stacked and arranged to spell her name. Another showed a bundle of yellow No. 2 pencils, each embossed with her name.

I was struck by the way this organization used the simplicity of a calendar to market its branding messages while incorporating the member's name in big, bold letters throughout.

Welcome to the new world of personalization--one of the fastest-growing trends in corporate and nonprofit marketing. For higher ed philanthropy or advancement communications, personalization is one of the best opportunities we have to engage our donors.

Just as Amazon and Netflix have personalized the user experience, we too must develop personalized communication and marketing experiences.

Web and digital

According to Adobe's 2017 Digital Marketing Study, 62 percent of organizations are using automated personalization for the web. This is up a whopping 51 percent since 2016. And for mobile, the growth is even more profound. Fifty-six percent of organizations are using automated personalization for mobile--up 115 percent since 2016.

Increasingly, these constituents will look for personalized experiences when visiting our philanthropy and alumni websites. The more personal the messaging and images, the greater the opportunity we have to drive alumni engagement and philanthropic support.

Obviously, to improve website personalization strategies we must better mine the analytical data of our website users. This allows the philanthropy, alumni and advancement offices to better tailor messages to users.

Website personalization can lead to greater online giving. Also, various CRM programs--when connected with a website--can aid with personalization as the once anonymous visitor becomes an identified, named person.

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