Comprehensive Campaign.
Empower Extraordinary: The Campaign for Michigan State University, ensured future generations of Spartans will have the resources they need to accomplish great things as students and faculty. The historic campaign raised a record $1.8 Billion from more than 255,000 alumni and friends through the work of 300+ volunteers and MSU leaders. As the the communication director for the campaign, Stephanie created the messaging platform, led corporate communications on the 6-year project, managed the work of an ad agency and coordinate the work across 29 units and colleges. The robust communication plan included print, video, events, social media and websites.
N. Edward Robinson, Matilda Wilson Chair in Large Animal Clinical Sciences
Fundraising Videos
Videos were used throughout the Empower Extraordinary campaign. The videos supported story telling online and at live events. The videos followed a content strategy designed to educate prospects on the goals of the campaign. One specific goal was to create 100 new endowed faculty positions within five years. A video series was created to to help prospects and donors imagine how their support in this areas could have a last impact on teaching, research and academic excellence at MSU. More than 30 videos were produced in this area. The campaign reached its goal with 112 new positions created by the end of the campaign.
Celebrate Giving
Philanthropy is powerful — every gift is an act of optimism worth celebrating. We celebrated the successful conclusion of Michigan State University Empower Extraordinary Campaign with more than 800 donors present. The program featured compelling video content presented on a 18 ft. video wall wrapped around our basketball arena. The effect transported our audience across campus to see and hear from those impacted through their generosity.
Online Marketing.
For Spartans everywhere, Give Green Day is a 24-hour opportunity to financially support and enhance the experience for current and future MSU students. The campaign involves a robust email strategy supported by organic and paid social advertisements and influencer marketing. The campaign has broke records and goals for the past five years.
Strengthen You Profession with a Professional Network
Sharing insights with peers sparks inspiration, fuels new ideas, and builds a network of partners and mentors.
Community Engagement.
As the COVID-19 pandemic took hold and in-person engagement events were canceled, the MSU Alumni office turned to Advancement Communications Team led by Stephanie Motschenbacher to help replace engagement events and test opportunities to increase meaningful engagement of alumni online, beyond giving, liking and sharing. Within three weeks the team had developed and produced a new livestream model, which included tracking of overall performance , how long video viewers stayed engaged, any click throughs or actions, etc. By the end of the 12 months the team reached 56K viewers and offered deep engagement for 9 alumni, who were featured guests on the Facebook Live show.
Editorial.
The editorial content developed under Stephanie’s leadership all begins with a strategy to grow the love for Michigan State University. Every year three Spartan Magazines are published and sent to the 55,000 alumni, who donate $100 or more annually. The Spartan uses the special language of alumni for its magazine sections. For example the team uses lines from the alma mater: Beneath the Pines for news and From These Scenes We Wander for the final photograph in the publication. An annual content strategy built around the academic semesters and seasons also allow collaboration and planning across the entire university. The fall issue is dedicated to traditions and innovation, spring focuses on alumni impact and winter is dedicated to new MSU initiatives.