American Indian College Fund – Native American Heritage Month

The New England Direct Marketing Association (NEDMA) is a regional professional association dedicated to the education and professional development of individuals interested in direct marketing.

Each year, the NEDMA Awards honor innovative direct marketing campaigns and pieces that produce dramatic results. Entries are judged on a combination of strategy, solution, creativity and results.

This campaign was awarded a BRONZE NEDMA Award in the category Integrated Media Campaign: Fundraising Integrated Campaign.

Using Multiple Media Channels to Engage Donors
Amergent leveraged Native American Heritage Month (NAHM) to develop a multi-channel campaign that cultivated new prospects and donors, promoted fundraising through a matching gift opportunity and educate the public. To do so we utilized the client’s email list, Facebook audience, Twitter feed, blog and website. Each component worked with each other in an integrated fashion to promote the campaign, feed each other traffic and create a holistic approach to engagement.

    WEBSITE: Traffic from emails and social media were driven to pages on the website that offered rich content. A custom donation page was developed and updated throughout the month with the status of the revenue goal.
  EMAIL: Eight emails were sent with a mix of fundraising, cultivation, education and donor appreciation messages.
  BLOG: Native American Heritage Month was kicked-off here as well as two other posts about the festivities.
  FACEBOOK: In addition to more generic NAHM messages that were developed to run throughout the month, two to three status updates were provided for every email that was sent.
  TWITTER: Campaign-specific tweets were developed to use throughout the month along with messages specific to each email drop.

This campaign was the first-ever large-scale integrated campaign for this client. Overall they were very happy with the results, the methods we took to achieve them and our quick response in putting together last minute appeals to boost results. We were able to beat last year's revenue for the same time period while also increasing engagement/conversation on social media, friends/likes on Facebook and non-student traffic to the website. The testing conducted during the campaign was rolled out in the year-end appeal and positively impacted results.

American Indian College Fund – Native American Heritage Month