Content strategy for alumni and supporter development at LSE
The challenge:
The Philanthropy and Global Engagement division at LSE sought to develop a more strategic approach to content to better engage alumni and supporters, aiming to increase philanthropic giving, volunteering, and advocacy.
While the importance of personal relationships in fundraising and development was well recognised, and recent research provided rich audience insights, LSE needed a comprehensive strategy to future-proof their engagement efforts.
What we delivered:
Pickle Jar Communications crafted a content strategy that transformed LSE’s approach to alumni and supporter engagement. Key elements of our delivery included:
Strategic Content Development: We conducted discovery sessions and stakeholder consultations to align the strategy with LSE’s campaign visions and audience insights.
Content Strategy Vision: Developed a clear vision for content types, topics, and core concepts that would facilitate personalized, insight-led journeys for alumni and supporters.
Implementation and Resource Planning: Delivered a sustainable and scalable plan to maximize return on investment, along with a tailored measurement and evaluation framework to continuously improve engagement practices.
This strategic overhaul represented a shift from traditional appeal-led interactions to creating more personalised, impactful engagement experiences.
“We have loved working with Pickle Jar, whose expertise in content strategy and planning within the higher education sector has enabled us to reframe how we approach our content in future, cognisant of the wide-ranging needs of our global audience spanning generations and geographies, and challenges in the sector itself. We look forward to putting their work into action as we continue to engage and connect our alumni, friends and partners.”
~ Chris Kendrick, London School of Economics and Political Science
Are you looking for a different way to engage your alumni?
If you’d like to find out more about how we can help you with an alumni-focussed content strategy, drop us a line, we’d love to hear from you.