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Alumni Challenge Campaign
THON (PENN STATE DANCE MARATHON)
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Join the Alumni Challenge!
The Alumni Challenge was an integrated marketing campaign who's soul purpose was to regain Alumni Donors in the THON community. THON (The Penn State Dance Marathon) is the largest student-run philanthropy in the world, which provides financial and emotional support to families battling pediatric cancer. The Alumni Challenge created an incentive for THON Alumni to donate by posing a "friendly match-up between graduation decades." Through a combination of web, social media, direct mail, and grassroots campaigns, my team and I brought in over 900 new alumni donors to the THON community in THON 2017.
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Below are a few examples of my work.
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Social Media
Social Media was a large part of efforts. Below are a few examples of how we used the hashtag #AlumniFTK to spead awareness across the globe and get Alumni involved in the community.
Click on the photo to see the whole post.
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pennstatethon All year, alumni have competed in the Alumni Challenge to inspire other Penn Staters across the globe to join in spreading THON's mission to conquer childhood cancer. Now it is time to announce which generation has won...
pennstatethon #Repost Check out how THON Continues to impact @carly_brew's life and accept the Alumni Challenge today
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I have accepted the THON 2016 Alumni Challenge & I hope you will too! I cannot put into words how much being involved...
pennstatethon Remember when THON was held in the White Building? #TBT to THON 1992 Building Hope for Their Future. #AlumniFTK
Grassroots Marketing
Throughout the year, THON and Penn State hold a number of large events in State College and smaller Alumni events nation wide. These events provide a great arena for face-to-face recruitment of Alumni. At each event we would recruit Alumni to become more involved in the community outside of the event, donate, and "join the challenge."
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THAT'S ME!
Direct Mail
Direct Mail was how we captured our older demographic. My team and I initiated 2 new direct mail campaigns targeting Alumni.
1. A basic donation packet sent to the Penn State Alumni Network.
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2. An interactive campaign calling Alumni to action.
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An early version of our interactive campaign can be seen to the left. This evolved into what is now known as Inspire 5 and brought in over $5,000 in donations in its first 4 months.
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Challenge Launch
The challenge launched with a week long social media call to action. My team and I collaborated with with THON's production team to create this video, explaining the new challenge. In its first 48 hours our video received over 700 shares on social media.
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