WORKBOOK:
Micro-campaign planning
How Williams College creates targeted campaigns that inspire donations
“We need more engagement!”
“We need more young alumni donors!”
“We need funding for this priority project!”
Sound familiar? Advancement shops across the country run up against the need to fund priority projects or engage target populations, and standard solicitation campaigns aren’t always the standard for success. Enter: micro-campaigns.
Williams College’s strategy surrounding micro-campaigns is intentional, and it works.
This workbook, developed by Kelan O’Brien at Williams College, will guide you through the process of creating a campaign that converts.
