Making a Marketing Plan

OVCIA & StratCom

• February 13:
  • Orange & Blue Days site goes live
• February 16:
  • CCC Direct Mail Solicitations with “Save the Date” note in the p.s.
  • CCC Renewal Emails
  • Orange & Blue Days “Save the Date” postcard to non donors
• Before March 3:
  • Illinois’ social media accounts: “Save the Date” post
• March 3:
  • Social media posts “Get Ready For Tomorrow!”

Suggestions for Units

• Email creation and approval.
• Work with your CCO and/or Social Media Expert on social media strategy.
  • Learn more about campus social media.
• Leadership Involvement
  • Invite prominent faculty/leaders to record short videos or make early/challenge/matching gifts to inspire others to join the campaign.
• Invite faculty, staff, close supporters, and students to sign up as Social Advocates.
• Secure early gifts, matching gifts, and challenge gifts from Champions.

OVCIA & StratCom

• March 4:
  • Orange & Blue Days mass solicitation emails from OVCIA
  • Orange & Blue Days featured on illinois.edu homepage
  • Illinois’ social media accounts will post March Forth
• March 4-6:
  • UIF Engagement Center text messaging for acquisition
  • Gratavid stewardship videos
• March 5-6:
  • Illinois’ social media accounts will post for Orange & Blue Days 
• March 6:
  • Orange & Blue Days mass solicitation emails from OVCIA
• All gifts receive gift acknowledgement email immediately.
• All incomplete gifts receive a reminder email.

Suggestions for Units

• March 5-6:
  • Email solicitations for your campaign
• 1:1 Emails and personal messages to your close supporters and friends to remind them to give and share your campaign
• Promote your campaign and any challenges on social media. Don’t forget to remind your Social Advocates to share your posts too.
• Consider video testimonials on social media of how gifts impact your group
• Consider videos from donors explaining why they are passionate about supporting your campaign
• Aim for same-day thank you’s for large gifts to your campaign on social media or through personalized emails and texts
• Real-time progress posts on social media (i.e. “We’re halfway to our goal!”)

OVCIA & StratCom

• Week of March 9:
  • Thank you and initial results messaging on social media
  • Final results/thank you email from OVCIA 
• March 9-20:
  • Campaign leaders will receive a list of gifts through your page
  • Thank you message from Chancellor to Champions

First-time donors receive:

• 1-month after first gift:
  • Thank you email
• 3-months after first gift:
  • 2nd ask frame magnet
• 1 year after first gift:
  • Anniversary card 
• Continued standard donor stewardship throughout the year by OVCIA

Suggestions for Units

• Send a thank you email to your students and faculty/staff for participating
• Celebrate your team for all their hard work
• Create and share your own thank-you video on social media
• Special thank you notes for donors, advocates, and champions
• Share your specific results in an infographic or fun photo on social media
• Share the campaign results in any newsletters or emails
• Throughout the year:
  • Update your audiences on the impact of the funds raised during Orange & Blue Days