Marketing support for capital campaigns: get your story across with solid marketing strategy and tactics, but never forget the people - Marketing

University Business, May, 2003 by Robert A. Sevier

Telling the story. At the core of message customization is the careful creation of the story or stories you need to get out. There are many modes for "storytelling" (see the Media/Method column, in the grid above); Furman's Carroll reminds us that campaign communications may encompass everything from print materials, presentation folders, letters, e-mail, print newsletters, e-newsletters, phone calls, the Web site, and most important, personal communication. But there may be other, powerful methods you've not yet considered, and you may need to get creative, and took outside the traditional world of higher education to find them.

Vern Oakley is principal and creative director at Tribe Pictures, Inc. (www.tribepictures.com); his firm helps corporations and institutions of higher education tell their stories through that powerful persuasion medium, film. Oakley notes that strong messages are often built around stories. But, "While much has been made about the importance of storytelling, not enough has been devoted to how to tell a good story. Whether you want to market more toothpaste or embark on a university capital-raising campaign, a good story will be at the heart of your success." He adds, "Short film is an ideal medium for augmenting capital campaign storytelling efforts because it gets audience attention, keeps interest, and helps establish the personal connection campaign donors must feel in their hearts before they can contribute with their wallets. Plus, it fits naturally as a complementary piece in the marketing mix of public relations, advertising, and management commitments to university brand building--often acting as the glue that binds these pieces together. A short film can--and should--be developed to increase campaign messaging consistency and (with re-use in mind) reduce communications costs. It should be positioned as an integral part of the mosaic messaging tiles that are spread throughout the university for smart communications management."

EXPLOITING CAMPAIGN SUCCESSES

Nothing builds campaign momentum like continual updates regarding the campaign's progress. Such updates involve highlighting major gifts, alumni giving, and other campaign milestones. Still, while these up dates may be big news to you, the media likely will not cover your news without a "hook," or compelling angle. Nationally known media consultant Frank Dobisky (www.dobisky.com) reminds us that the media probably will not stop the presses for your announcement of a $1 million gift. But what if that gift were to be used in a special way? A few years ago, in working with Iowa State University, our firm generated a story in USA Today about a scholarship program that was dedicated to students in every high school in Iowa who would not have had a chance to go on to college without it. The scholarship was created by a woman who had not gone to college, but had gone to work right out of high school. She believed education was essential. The USA Today story featured her along with an Iowa State student who was a beneficiary of her scholarship. The moral of this tale: There are good stories buried in campaigns, and a savvy communications director can help dig them out and make sure they get the right attention.