Trinity University Case Study

1950 Words8 Pages
Overview Mariya Yurukova was preparing for the pre-launch of the Trinity University Annual Fund Campaign (AFC) which is targeted towards its 11,011 alumni. She is facing pressure to increase this year’s donation revenues by 40% from the previous year and a focus on soliciting unrestricted donations. The donations will be used for 20 entrance scholarships for foreign students. She is also being expected to create a plan that considers the long term. The fund has significant resource constraints in terms of both labour and the quality of the information available. There is a limited amount of contact information available and much of it is outdated. In order to prepare for the campaign Mariya has been considering different ways to segment the donor pool and different communication channels that she has available. Marketing Approach (Refer to Appendix A) Primary target market for the Annual Fund is the university’s alumni. The Fund has been segmenting the alumni base in two ways: by faculty and by giving history. However, the university currently excludes the alumni who graduated within the last three years because of concerns that they will not be able to contribute as they might not yet be established in the work force. This limits their ability to gain more donors for the future. First time donors donate a little amount, however, there are way more first time donors to establish a strong relationship over the long term they will be more likely to donate more frequently and in larger amounts. Furthermore, the longer those students are out of touch with the school, the higher the risk those alumni will lose their connection and relationship to the university. The main channel for soliciting donations is via telefundraising as it has been the most effective and has resulted in the highest average donations compared to other channels (direct mail & online). The
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