establishing a digital marketing program in a nonprofit
During my tenure at InterVarsity as the Senior Marketing Strategist, I played a pivotal role in establishing their digital marketing presence. Collaborating closely with the Director of Marketing, we developed and executed a successful marketing strategy that maximized our financial resources and generated a positive return on investment. While at InterVarsity, my primary responsibilities included amplifying the organization's impact on college campuses and successfully raising $750K in funding through strategic campaigns. I oversaw ongoing campaigns, managed a diverse team, monitored key performance metrics, nurtured strong relationships with stakeholders, and devised innovative strategies to engage with new audiences.
problem
Most evangelical Christians don’t know who intervarsity is, what they did, and if they were important.
Even with 80 years of history, InterVarsity Christian Fellowship/USA doesn’t have a clear reputation with most evangelical Christians. A brand study done by their research firm, Hanover, found only 29% of their respondents indicated that they are at least “somewhat familiar” with InterVarsity. Most respondents cited other college ministries like Cru or Fellowships of Christian Athletes (FCA) as notable college ministries.
Question: How can we position intervarsitY as impactful and relevant?
Approach
what are people desiring?
I spent time combing through data. Most of the data needed to be aggregated and visualized. Since this was the first time anyone in the organization requested this type of data, I had to be creative. I looked through primary data like a brand survey done every few years, web traffic and engagement through Google Analytics, donation data, and past audience list to understand who they could target, and did some stakeholder interviews.
Question: what made InterVarsity distinct from the other college nonprofits?
Solution
MISSION
Intervarsity longs for every corner of every campus to follow Jesus
UNIQUE VALUE proposition
Bring revival to campus through gen z
1) scaling the mission
We felt like there wasn’t a compelling reason for a potential donor to support InterVarsity. By stating a clear goal of reaching all 2,500 US college campuses by 2030, this gave external audiences a program worthy to support.
2) Bring Revival back
The main target audience for the campaign were 50+ year old fervent evangelical Christians. Using the word “revival” transported them back to Billy Graham’s tent revival services. We wanted to create a sense of excitement and nostalgia.
3) Engaging with gen z
InterVarsity is embracing that the generation they are serving is different from the generation before. We made it clear that InterVarsity is positioned to empower this generation of college students.
scaling the mission
2030 Calling
InterVarsity launched a marketing campaign focused on promoting the 2030 calling, a concerted effort to establish chapters that invite students to follow Jesus on every US college campus by 2030.
This offer allowed donors to be a part of something that is tangible. Giving donors a chance to help plant chapters on campuses across the country as a Campus Planter.
BRING REVIVAL BACK
longing for revival
During their national stakeholder meeting, the president of InterVarsity centered the efforts of the organization on one key goal: Helping U.S. campuses experience revival. This brought much needed clarity to the organization.
Engaging with gen z
Serving the generation
NPR reported that more than 1 million fewer students are enrolled in college now than before the pandemic began. With students doing gap year or learning from tik tok university, InterVarsity had to innovate and change their tactics. Because GenZ is so different from the previous generation, especially during the pandemic, InterVarsity had to position themselves as an organization ready to serve this generation of students.
Results
it’s exciting to see intervarsity break through the crowd and develop a foundation for the future.
millions of dollars raised
through marketing
The Marketing Department is able to track millions of dollars raised through their campaigns to the organization.
60% increase
in newly acquired donors
It’s exciting to see new donors give to support InterVarsity’s mission. This shows how the offer is appealing to audience they are targeting.
thousands of students
connected
Even with a year of virtual schooling, InterVarsity saw GenZ students engage with their programs and join their organization.