The power of micro-campaigns in an annual giving programme
Abstract
This paper explores the evolving strategies behind fundraising and marketing campaigns in the context of higher education and non-profit organisations. It offers an in-depth look at how personalised approaches, relationship marketing and data-driven strategies contribute to long-term donor engagement and sustainable financial growth. The author’s experience ranges from working with an international cosmetic brand to leading annual giving campaigns at the University of Montreal (UdeM), where they achieved record-breaking results in donor mobilisation and revenue generation. The goal of this paper is to provide readers with practical advice on how to create and manage successful fundraising campaigns across multiple channels, focusing on the importance of segmentation, personalisation and strategic planning. It also addresses the challenges and opportunities of engaging donors in the digital age, with a focus on the role of social media engagement and return on investment (ROI) tracking. Readers will gain a better understanding of how to structure annual giving programmes, optimise donor retention and use data to refine campaign strategies. In addition, this paper offers an overview of how to lead teams, set objectives and drive organisational growth through effective philanthropy and fundraising initiatives. By the end, readers will have the tools and knowledge to apply multichannel strategies successfully and achieve measurable results in their own campaigns. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Élodie Marteau began her career at Yves Rocher, an international cosmetic brand, where she contributed to direct marketing acquisition campaigns in Canada and the USA. She later transitioned into web marketing, leading relational e-mail strategies, merchandising and promotional annual plans. Élodie’s strategic focus on relationship marketing and return on investment (ROI) tracking enabled Yves Rocher to sustain substantial online sales growth. She implemented effective acquisition and retention campaigns and developed customer welcome and reactivation strategies, honing expertise in personalisation and segmentation. Her passion for social engagement and philanthropy led Élodie to join Atypic, a relationship marketing agency, where she spent nine years crafting multichannel strategies for major non-profit organisations such as Opération Enfant Soleil, Cystic Fibrosis and the Montreal SPCA. As the Director, she managed strategic planning, concept development and results analysis, driving successful campaigns for donor acquisition, conversion and retention. Since 2021, Élodie has been the Director of the Annual Giving Programme at the Université de Montréal (UdeM). Leading a team of 30 employees, she oversees over 30 campaigns annually, achieving continuous growth. In 2024, her team raised over CAD$4m and mobilised more than 10,000 donors, setting a historical milestone in UdeM’s annual giving programme. Élodie combines her expertise in digital marketing, strategic planning and philanthropy to achieve impactful results, demonstrating a deep commitment to advancing fundraising efforts for higher education and non-profits. She has a master’s degree in marketing and management in University of Rhode Island, École supérieure de commerce Marseille and Lycée Descartes - prépa.
