"After several years without comprehensive planned giving marketing, Auburn University has implemented a multichannel marketing campaign to support the Office of Gift Planning. Our strategies are:
(a) using paid, owned, and shared media to educate donor prospects on planned giving opportunities;
(b) leveraging email marketing, social media marketing, and direct mail to move prospects along the marketing funnel; and
(c) using storytelling to warm prospects to the idea of a planned gift by highlighting unique Auburn donor stories, student outcomes from gifts, and examples of simple planned gift types.
After years of limited activity, we are generating dozens of leads to act on, “hidden bequests,” and planting the planned giving seed for thousands of Auburn alumni and friends. And most importantly, the Office of Gift Planning enjoyed a record-breaking fundraising year in 2022."
From the Judges
The judges were impressed by Auburn's expertly executed multi-marketing campaign, which demonstrated a cohesive integration across all channels. The campaign's well-designed elements effectively harmonized to deliver a consistent and impactful message to the target audience. Meticulous attention to detail and strategic coordination of their marketing efforts.
