Miami of Ohio integrates press releases with online giving
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Throughout the nation on a daily basis, athletics annual funds will issue a press release to promote events, games, and key donors. However, many of these releases are just that, simple informational articles that describe their purpose. While this by itself is fine, Miami of Ohio has started to integrate them into their online giving strategy.
Recently, the Red & White Club (the annual giving arm of Miami) released a statement about a barbecue luncheon held on January 13. In the release, they talk about their upcoming event the key coaches who will be attending the event. However, at the very beginning of their press release, there is a linked graphic that states, “Make a Gift.”
If a user clicks on this link, they are taken directly to the foundation page for athletics, allowing the user to make a donation in just a few clicks. By doing this, anyone who views the article will be able to make a gift in a manner similar to ordering a pair of shoes online-by inputting their information and clicking submit.
While placing this tab on all press releases may portray the department as a little desperate, a well timed press release that details an annual fund or development activity can serve as the perfect medium for reminding or encouraging people to give. The efficiencies that can be realized from online giving will not only help raise funds, but also free up hours for staffers to work on other items.
Taylor Wood
