From the Nominator

Through increased personalization and segmentation and a shift to cause-based fundraising, Kent State University’s multichannel fall annual giving campaign increased revenue by $76,823 compared to the previous year. This was the most this campaign has raised in more than five years, despite mailing to 539 fewer households and spending $15,035 less on printing and mailing. Messaging included a segmented direct mail letter with personalized QR codes, a personalized email, targeted social media ads, a new cause-based giving portal, and an interactive video hub. We segmented our audience into 10 separate cause categories based on their gift history and used images and messaging to appeal to that cause’s supporters. People want to give to causes they care about, and research shows traditional, institution-based messaging doesn’t resonate with younger audiences. For the health of the pipeline, we adjusted our strategy. This approach is working with donors of all ages. The return on investment for the letter was 591%, the highest of any of our direct mail solicitations in the last five years. Donors received a personalized email and targeted social media ads relating to their cause of interest, linking to our interactive video hub. The personalized giving links went to a pre-filled donation page with an option to search for funds by cause or college. In developing the giving portal, we categorized and added a description to each fund. This resulted in a more user-friendly giving page that helped donors more easily find the fund they are interested in supporting.

From the Judges

This initiative stands out for its strategic shift away from age-based assumptions. Kent State opened the prospect list to all ages through a highly personalized and cause-centric marketing plan. By using A/B testing, interactive web content, and tailored mail pieces, the campaign achieved a remarkable 500% revenue increase while actually reducing overall investment. The move toward segmenting by interest rather than just academic unit proved highly effective for donor engagement. Ultimately, this well-executed campaign demonstrates that more compelling, intentional messaging can deliver a significantly higher return on investment on a leaner budget.