Case Study: Michigan State University achieves increased donations, revenue and doubled ROI with Blackbaud's Connection360

Michigan State University - Customer Case Study

Michigan State University, a leading public research and land-grant institution running a $1.5 billion campaign, wanted to boost annual giving and better engage alumni and friends across channels. Facing the challenge of increasing response rates and gift size without eroding fundraising ROI, MSU sought new ways to amplify its existing direct mail, phone, and email solicitations.

Target Analytics’ Connection360 solution delivered targeted online display ads alongside MSU’s traditional outreach. A 2013 test met its break-even goal (response +8%, donations +4%, revenue +4%, ROI 1.33:1) and a 2014 follow-up improved results further (response +8%, donations +8%, revenue +5%, ROI 2.94:1), more than doubling campaign ROI and producing measurable incremental revenue and donor engagement.

Michigan State University

Bob Thomas

AVP of Advancement Marketing & Communications