{"id":37308,"date":"2018-01-01T08:42:26","date_gmt":"2018-01-01T08:42:26","guid":{"rendered":"https:\/\/www.xmpie.com\/gift-giving-reusing-multichannel-campaign\/"},"modified":"2018-04-10T19:05:56","modified_gmt":"2018-04-10T19:05:56","slug":"gift-giving-reusing-multichannel-campaign","status":"publish","type":"post","link":"https:\/\/www.xmpie.com\/de\/gift-giving-reusing-multichannel-campaign\/","title":{"rendered":"The Gift of Giving: Reusing a Multichannel Campaign"},"content":{"rendered":"

#GivingTuesday has become a popular movement that celebrates a global day of giving.\u00a0 It encourages people around the world to bring change to their communities and to organizations by donating to various causes. This year, #GivingTuesday raised an incredible $274 million dollars online for good causes.\u00a0 XMPie customer, @horton<\/a>, supported their client, Harding University, by running their annual multichannel campaign for #GivingTuesday.<\/p>\n

The \u2018Gather to Giv<\/em>e\u2019 campaign <\/strong><\/p>\n

@horton, an Arkansas-based graphic design, marketing and print service provider, has worked with Harding University over the past three years to create and manage the university\u2019s multichannel fundraising campaign to help raise funds for need-based university scholarships.\u00a0 This targets students and alumni using personalized, variable data communications. The 2017 campaign was the most successful yet, raising $281,728 over three times more than the previous year and greatly surpassing their goal of $105,000.<\/p>\n

Original Multichannel Campaign Flow<\/strong><\/p>\n

Back in 2016, @horton designed a multichannel marketing campaign<\/a> using XMPie PersonalEffect TransMedia<\/a> and Circle<\/a>. @horton used a variety of channels to reach students and alumni including email blasts and postcards with Personalized URLs (PURLs). Each PURL landing website featured four pages: a pre-campaign splash page, a landing page, a donation page, and a \u201cthank you\u201d page that encouraged leads to refer others through email and social media. A real-time donation dashboard was displayed on the landing page to help increase donor interest and excitement in achieving Harding\u2019s goal.<\/p>\n

Reusing the Campaign Infrastructure<\/strong><\/p>\n

With the campaign infrastructure already in place, @horton only needed to make a few tweaks to get the 2017 multichannel campaign up and running again this year including:<\/p>\n