Pursuant helps Baylor Alumni Association

Exceed Campaign Goals

Pursuant developed a strategy for the Baylor Alumni Association to revamp their communications and reach highly engaged alumni

Client Profile
The Baylor Alumni Association (BAA) is the official alumni organization for Baylor University in Waco, Texas. The BAA was chartered in 1859 and prides itself on being the independent voice for Baylor alumni, serving them with an array of programs, activities, and communications that help connect them with the university and other alumni. The BAA also produces The Baylor Line, Baylor’s alumni magazine.

“I would absolutely recommend that nonprofits seek help from Pursuant. Today, I can’t imagine not having them walk alongside me and my endeavors at the BAA. It’s almost as if Pursuant is an extension of my staff. It’s not just another vendor relationship; I feel like they are as committed to the success of the BAA as I am.”

– Beth Wooten, associate vice president of membership and marketing

Challenge
The BAA originally consulted with Pursuant to create an online version of The Baylor Line, but quickly determined that they wanted to conduct an Integrated Strategy Study (ISS) with Pursuant to uncover additional needs. Through the ISS, Pursuant determined that there was a need for three things: data acquisition to bolster the BAA database, clear communications with consistent themes and messaging, and strong messaging around the organization’s case for support. This plan is ongoing and the BAA is currently entering the second year.

Solution
Pursuant and the BAA launched a fully integrated and comprehensive data acquisition program in order to get clear, up-to-date constituent data and learn more about constituent behavior. The data acquisition program sent all alumni to a personalized URL address (PURL) that led to a personalized landing page that allows alumni to view a video, update their information, or learn more about the BAA. Pursuant then used donor intelligence to segment the BAA’s database and specifically target highly engaged constituents.

Results
The BAA applied Pursuant’s donor intelligence to their 2011 call campaign, which allowed them to focus on a specific subset of alumni and call less records. As a result of the campaign, the BAA exceeded their campaign goal and projected average membership value.

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