Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Analysing a campaign as a lens to the future: A case study
Journal of Education Advancement & Marketing,
9
(1),
16-24
(2024)
Abstract
On 31st December, 2021, North Carolina State University concluded a successful, nearly ten-year US$2.1bn fundraising campaign, breaking past both the initial US$1.6bn goal and the US$2bn stretch goal. Simultaneous with celebrating their success, the institution looked back at donor behaviour across its campaign period for insights to leverage in future advancement operations. This paper analyses the reviewing of donor behaviour in NCSU’s ‘Think and Do’ campaign. The paper starts by giving background information and then presents the findings. By analysing donor behaviour throughout the campaign, NCSU discovered how institution-specific priorities allowed leadership to strategise around the next campaign, as well as how alumni and donors can best be reached.
Keywords: campaign; data; analytics; donor behaviour; partnership
The full article is available to subscribers to the journal.
Author's Biography
Paul Brown is Senior Director of Philanthropy, Campaigns & Initiatives and works closely with university advancement leadership and North Carolina (NC) State's college and unit-based programmes. In this role he provides data analysis and strategy to leadership and leads key fundraising initiatives and priorities. He also leads fundraising for the NC State Graduate School and partners on raising support for graduate education across campus. Prior to joining NC State, Paul worked in development at UNC-Chapel Hill in several capacities — including pipeline development, annual giving and leadership annual giving. He received his BA from UNC-Chapel Hill and his MA from Clemson University.
Austin Morgan is the Lead Business Intelligence Developer with the Analytics and Data Services team in NC State's Advancement Services. He leads the development of KPI-based reporting and analysis and creates reporting solutions that drive the success of university advancement stakeholders. His role as primary analyst for the ‘Think and Do the Extraordinary’ campaign, as well as other high-profile projects, has helped lead NC State philanthropy towards data-informed decisions and continued success.
