The Gift of Giving: Reusing a Multichannel CampaignRECURSOS

The Gift of Giving: Reusing a Multichannel Campaign


#GivingTuesday has become a popular movement that celebrates a global day of giving.  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.  XMPie customer, @horton, supported their client, Harding University, by running their annual multichannel campaign for #GivingTuesday.

The ‘Gather to Give’ campaign

@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’s multichannel fundraising campaign to help raise funds for need-based university scholarships.  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.

Original Multichannel Campaign Flow

Back in 2016, @horton designed a multichannel marketing campaign using XMPie PersonalEffect TransMedia and Circle. @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 “thank you” 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’s goal.

Reusing the Campaign Infrastructure

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:

  • Updating the inline payment processor to a newer technology
  • Improving website performance during each email blast by updating the campaign logic and database structure
  • Updating design and copy, including spreading the exciting news that Harding University secured a matching donation. The donor was willing to match up to $100,000 dollar-for-dollar

As you can see @horton and Harding University not only harnessed the power of personalized, multichannel campaign marketing to make the most out of their annual Gather to Give campaign.  They also benefited from a key advantage of the XMPie platform – that XMPie’s enables users to plan out and execute campaigns that can be used and reused again with little extra effort. With XMPie @Horton could build a solid communication campaign from the beginning and reap the rewards with future instances of the same project. Read more about the original campaign in our case study here.