Flexing a National Brand
Texas Tech supporters fly the Red Raider flag in cities across Texas and beyond. This national support base represents a massive donation opportunity for the Red Raiders. Together, CaringCent and Texas Tech have collaborated to translate the Red Raiders’ national exposure into new donations from supporters across the country.
In the first year of our partnership, we focused on maximizing the impact of high visibility moments for Texas Tech Athletics on new lead generation. This effort led to new major gift leads across Texas and an engaged small donor pipeline ready for RallyGive fundraising.
Marketing/Communication and Development Collaboration Unlocks Massive New Lead Conversion, Engagement and Fundraising.
The harmonized collaboration between the Texas Tech Athletics Marketing/Communication and Development areas through the CaringCent partnership yielded results greatly exceeding expectations. On a weekly basis, we planned conversion and engagement digital assets that promoted Tech communication priorities and leveraged existing creative. Sometimes CaringCent brought ideas to the team but most often, the Tech team identified opportunities within planned initiatives in which CaringCent technology could generate increased engagement while generating new segmented leads for the development team. In addition, we proactively planned to optimize the impact of planned (or unexpected) success during the athletics calendar. For example, we developed engagement and lead generation content in advance of the Tech men’s basketball game against then #1 Louisville in Madison Square Garden. We were well positioned to immediately (within an hour) to execute our plan following Tech’s upset win. In this example, we leveraged a moment when supporters’ eyes were on Tech social media channels into our largest major gift lead haul of 2019.
CaringConnector Conversion Example
CaringConnector Conversion Example
CaringConnector E-Mail Engagement Example
CaringConnector E-Mail Engagement Example
Together, CaringCent and Texas Tech identified thousands of new leads appropriate for a Texas Tech Red Raider Club solicitation or major gift campaign. Thousands of additional leads, however, remained outside of these two categories. These leads, largely located out-of-market, represented motivated Tech supporter who, if given the right options, would support the Red Raiders. CaringCent and Texas Tech leveraged our RallyGive technology to create a customized “Guns Up to Omaha” donation program targeted at Texas Tech baseball supporters located across the country – most of which will not attend a home or away game.
