Email resources
Content strategy
We encourage the use social media and your web page to reduce the burden of telling your story through email exclusively.
University Advancement will send a coordinated series of Giving Day messages: a save-the-date, two teaser emails, start- and end-of-day reminders, and a thank you. College and program emails should focus on motivation and stewardship. Share meaningful giving stories and highlight connection. College and program emails will be sent during our pre Giving Day campaign and throughout Giving Day.
All submitted content should reflect the unique communication strategy of your college or program. Content is due to University Advancement by Friday, February 13.
Communications timeline
Marketing for Giving Day is short, bold, and intense. This two and a half week sprint generates urgency and sparks momentum. When communication begins, we hope to see a mix of WMU and peer-driven messaging.
Each communication phase will use a blend of website updates, emails, social posts, video, and news content.
Segment definitions
University Advancement messaging hierarchy:
- VIP*
- Giving Day donors (Past 3 years)
- All other donors and non-donors
VIP* ($5K gift in the past 3 years or $50K lifetime, + others as assigned
Other segments:
- International (international residents)
- Give Campus recruits
- Campus partner segments
College and unit email schedule
Content submitted through the email opt-in form will be used by University Advancement to draft and finalize Giving Day emails. Campus partners are encouraged to share themes, priorities, story ideas, audience guidelines, and any relevant background to shape messaging. Drafts will be shared for review and approval before sending.
Email liaisons
Please utilize the Email Opt-In Form for all Giving Day email submissions, including content ideas, audience criteria, and segmentation details. This information will be used to draft messages and begin pulling your lists. University Advancement will create and send all Giving Day emails through Salesforce Marketing Cloud.
Form submissions are due by February 13. Colleges and programs should be prepared to review and approve all email drafts no later than February 27.
For questions regarding Giving Day communications please reach out to Melissa Beck (melissa.s.beck@wmich.edu).
Preparing email assets and requests
Email banners for each college and unit will be available in Marketing Cloud. Contact University Advancement if a banner update is needed. You may attach photos for use in your messages via the Email Opt-In Form (photos are optional for Giving Day emails).
Email scheduling
University Advancement will review all submitted emails to identify potential send-time conflicts and coordinate timing with colleges and programs as needed.
The goals of scheduling are to:
– Avoid bottlenecks in Marketing Cloud
– Time challenge-related emails appropriately
Questions about emails? Contact:
- Melissa Beck (melissa.s.beck@wmich.edu)
- Rosie Geib (rosemary.c.orchanian@wmich.edu)