In this episode, Julia McLaughlin, Assistant Director of the Bryant Fund at Bryant University discusses how colleges and universities can implement a blended marketing approach to boost fundraising with host Dr. Joe Sallustio, Senior Vice President-Global, Lindenwood University.
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McLaughlin is Project manager for Bryant Giving Day, Bryant’s annual 24-hour global digital fundraising effort. She:
- Successfully increased Bryant Giving Day dollars raised by 38% over 2020;
- Plans and manages the execution of the teaser and day-of videos for Bryant Giving Day including storyboarding, volunteer recruitment, and oversight of filming and editing;
- Project manages all direct marketing for the Bryant Fund including website content, social media, email, and direct mail;
- Plans and executes all social media for the Bryant Fund for Instagram, Facebook, LinkedIn including ad campaigns;
- Creates and executes a comprehensive marketing, solicitation, and stewardship plan for targeted audiences;
- Creates content for all direct marketing using Canvas and Photoshop;
- Tracks direct marketing results through Google Analytics, UTM tracking links, and internal appeal codes and adjust marketing efforts as needed;
- Stays up to date on direct marketing be practices and work to create highly personalized and segmented messages to better communicate with the target audience;
- Project manages the Bryant Fund’s crowdfunding platform including web development and execution of each campaign; and
- Works with campus partners to determine fundraising priorities and develop a plan to meet those needs.
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