Mississippi State Athletics
RAISES $1.5 MILLION IN THREE SHORT MONTHS
Pursuant Sports helps Mississippi State Athletics raise $1.5 million for stadium expansion in three short months
The Mississippi State Athletics Bulldog Club approached Pursuant Sports to create a catalytic fundraising strategy to help identify and prioritize new Bulldog Club major giving prospects in the following areas:
1. Drive participation in the Today. Tomorrow. Forever Athletics Facilities Initiative at the $25,000 level and above
2. Reach a broad audience with information about the expansion of the Davis Wade Stadium in the north end zone to prompt interest in purchasing newly available season tickets
SolutionTo identify and prioritize major giving prospects, Pursuant Sports developed a campaign narrative featuring current season ticket holders and former student-athletes looking back on their memories at Davis Wade Stadium, telling their stories from the vantage point of the seats they sat in when they experienced their most dramatic memories of Bulldog football. The video narrative and supporting copy were hosted on a campaign landing page, and included a short contact form for prospects to complete in order to receive follow-up contact from a Bulldog Club representative. The video, landing page copy and call to action were all tailored to speak to both audiences: major donor prospects with propensity to give at the $25,000 level and above, and a broad base of current donors targeted for promoting the newly available season tickets stemming from the expansion of the north end zone.
Personalized invitations mailed to 5,000 major donor prospects, and three email sends to the full list were utilized to drive traffic to the campaign’s landing page.
The contact form embedded directly on the landing page prefilled recipients’ address information to reduce friction and facilitate responses from prospects.
By the end of the campaign, 1,812 major donor prospects (an overall response of 4.59%) had completed the form asking to be contacted by the Bulldog Club in order to discuss options for upgrading their seats in preparation of the Davis Wade Stadium reseating scheduled for 2014, and to discuss making a deposit for new season tickets that will be available through the North End Zone Stadium Expansion.
Mississippi State Athletics saw a dramatic increase in the number of major gifts during the course of the campaign.
|Major gifts increased from four per month during the previous year to an average of
12 per month in 2012.
|Mississippi State Athletics averaged in the top 25 percent of monthly fundraising totals
since the inception of the Today. Tomorrow. Forever Athletics Facilities Initiative in 2009.
|Seating deposits also increased dramatically during the course of the campaign:|
At Pursuant Sports, we are excited about the future of Mississippi State Athletics, and we believe strongly in our partnership and ability to maximize opportunity through strong data analytics, strategic planning and sound execution. Building on the momentum from 2013, Pursuant Sports is working with Mississippi State Athletics to develop a game plan that ensures ongoing success into 2014 as Mississippi State looks toward the 40th Anniversary of the Bulldog Club and prepares for stadium reseating and other key initiatives, including the development of a communication strategy to address current and prospective donors and season ticket holders in preparation for the Davis Wade Stadium reseating.
About the Bulldog Club
The Bulldog Club, chartered in 1974, is a nonprofit organization committed to supporting the athletics program at Mississippi State University, primarily by providing scholarships for student-athletes and facilities necessary for the program.