Duke University development communications partnered with Duke’s office of gift planning to create a new marketing communications strategy to support planned giving’s long-term fundraising goal by acquiring and identifying prospective gift planning donor leads through a marketing funnel of engagement. “Minimum Distribution. Maximum Impact” launched the first new marketing campaign featuring charitable IRA rollover gifts, targeting prospective donors to discover how to utilize the tax-savvy planned gift strategy before calendar year-end to maximize benefits that support their financial priorities and make an immediate impact for Duke. The multi-channel communication plan tailored messaging and compelling call-to-actions to engage audiences further.
From the Judges
Beautifully executed integrated marketing campaign. Very professional presentation and commensurate with Duke's brand. While not necessarily innovative, this campaign is well above the benchmark for planned giving outreach and will be scalable to other types of deferred giving. Notable that much of this outreach is through digital channels, which are often ignored by planned giving marketers. The campaign is well-executed and provides an excellent foundation for future engagement, and provides data that can be used to measure efforts going forward.
