1. Marketing Plan
Project Summary
The SDSU Alumni team is developing SDSU Strive, a customized crowdfunding site, to promote
university fundraising initiatives through alternative channels. The site will modernize the annual fund
giving structure and will focus on projects conceived by San Diego State University students, faculty, and
staff. All university affiliates including student groups, organizations, and clubs as well as colleges and
department-based projects, research, athletics, or emergency funds are possible fundraising initiatives.
Project Goals
The goal of crowdfunding at the university is to diversify giving options, raise funds for our affiliates, and
ultimately increase alumni participation and donors to the university. Alumni and friends of the
university will have an opportunity to choose the causes they are most passionate about, and then
spread the word through their network about their contribution(s) and the importance of the cause(s).
Situational Analysis
Market Analysis
The traditional form of crowdfunding consists of rewards-based crowdfunding, wherein the
fundraiser pre-sells a product or service to avoid debt while launching a business. Rewards-
based crowdfunding either follows a keep-it-all or all-or-nothing structure. The keep-it-all
structure requires the fundraiser to set a project goal; regardless of whether the goal is met, the
fundraiser keeps the entire amount raised. On the other hand, the all-or-nothing structure
requires the fundraiser to meet the goal or lose the funds entirely. Investors are motivated by
feelings of responsibility for an initiative’s success and are typically rewarded with incentives or
perks associated with the new product or service.
The structure of university crowdfunding differs from traditional crowdfunding in that donations
are allotted for a specific fund or cause. Due to the fact that these funds support a nonprofit
organization, many donations are tax deductible. Since the majority of projects support a cause
related to the university rather than the development of a product, donors are typically
incentivized with giving levels, which inform the donor of the effects of their contribution, or
receive project-specific perks such as invitations to events, token gifts, or tributes. Traditionally,
university crowdfunding sites have partnered with existing platforms such as ScaleFunder and
GoFundMe, but white-label options that provide an opportunity to rebrand an existing platform
are also available.

2. SWOT Analysis
Strengths
Due to an existing relationship with iModules, SDSU Alumni is capable of producing an
internally hosted crowdfunding site with an integrated online giving system. These details
set Strive apart from the majority of university crowdfunding sites and allow the team to
manage all aspects of site design. Additionally, the Alumni’s return on investment will be
greater due to the lack of fees associated with third-party crowdfunding vendors. These
savings will be passed along to clients, with the standard 5% Campanile Foundation fee
applying to all donations received.
SDSU Alumni’s existing donor database allows for targeted marketing and outreach aimed at
existing donors as well as non-donors. The digital marketing team will segment this
database and tailor project communications to the audience of interest.
Weaknesses
SDSU Alumni social networks were fairly inactive prior to February 2015; the digital
marketing team is currently reviving Facebook, Twitter, and Instagram to increase followers
and reach. Although numbers are vastly improving, the reach of our social networks could
hinder our social marketing efforts for SDSU Strive projects.
iModules is not a dedicated crowdfunding platform, and therefore, does not offer all
features that SDSU Alumni would prefer to include. A lack of dynamic tools will require the
digital marketing team to manually manage certain updates to the web page including but
not limited to funds received, percent funded, and number of donors.
Opportunities
iModules offers SDSU Alumni the ability to mass email targeted prospects, which the digital
marketing team will manage for each project launch. Recipients will be targeted depending
on the project topic and will be pulled from the university and client donor databases.
Clients attempting to raise funds have existing networks that support their cause(s). Each
project should designate champions/spokespeople that will promote fundraising efforts
through their own social media channels to increase reach, and ultimately, the chances of
fully funding the project.
When possible, the digital marketing team will enlist the help of development staff to
initiate pledges from early project backers. These pledges are instrumental in creating
momentum and buzz when the projects go live.
The classic crowdfunding model offers incentives in relation to the company or product
being developed, whereas the majority of university crowdfunding structures use giving
levels or project-specific perks to incentivize donors. Giving levels typically explain what the
specific donation amount will accomplish for the project, whereas perks offer donor
recognition for their support. At product launch, low-cost perks such as social media shout-

3. outs, digital postcards/posters, and client-donated goods, services or recognition will be
implemented.
Threats
The anticipated mid-July launch limits the promotional timeline for pre-launch marketing
and advertising. If needed, the digital marketing team will enlist the help of available Alumni
staff to implement the promotional strategies listed below.
Target Audience
The target audience will vary by project, but will mainly consist of alumni, parents, friends of the
university, and students, faculty, and staff. The crowdfunding team will rely on the client to assign a
champion to the cause and will expect the client’s team to push the fundraising effort to their
professional and personal social networks. The crowdfunding team will be responsible for promoting
each project through their social networking channels and targeted email communications.
Advertising
Print
 Union Tribune
 The Daily Aztec
 360 Fall
 SD Magazine
Digital
 Facebook
 YouTube
 Twitter
 KPBS
 Union Tribune
Radio
 KPBS
Outdoor
 SDSU digital sign
Marketing
Social Media
Due to a lack of followers on existing university crowdfunding social networks, the crowdfunding
team will use the standing Alumni Facebook page and Twitter handle to inform our audiences of
the upcoming release of Strive as well as project-specific details. In addition to the Alumni
networks, clients will be expected to push project information through their social channels as
well. This combined effort will extend promotional reach beyond our existing alumni audience
to those who have a direct connection to clients or their causes.

4. Email
1. Email announcing Strive, featured fundraising projects, and details regarding The First
500 contest will be sent to current and non-donors.
2. Targeted emails announcing project launches will be sent to segmented alumni as well
as the client’s constituent list. All communications will direct recipients to the Strive
webpage that details the specifics of the project.
3. General Strive and project-specific information will be included in the Alumni
eNewsletter on a monthly basis beginning in July 2015.
Direct Mail
Direct mail aims to reach alumni and friends of the university that do not respond to digital
contact attempts or do not have an email address on file.
1. The first postcard mailer will drop during the first week in July and provide recipients
with vague information regarding new fundraising opportunities at the university.
2. The second mailer will drop the week of the launch and will promote the site and
available fundraising options.
Mobile
Cell phone numbers have been collected from the Class of 2013, 2014, and 2015. These classes
will be targeted with an MMS message that briefly informs recipients of the site launch,
available fundraising options, and a call to action to “give back” to the university.
Videos
The Alumni digital marketing team will use SDSU MarComm’s resources sparingly; Strive will be
limited to 12 MarComm-produced videos during the fiscal year. When appropriate, Jeneene will
be asked to produce high-level marketing videos to increase awareness of client initiatives. The
footage will be generic and largely untailored to the Strive project to allow for NewsCenter
coverage of the topic. A Strive give link will be placed at the end of the footage.
A Strive launch video will be produced to feature on social media, in advertisements, and
through email marketing. Clients, students, and Strive spokespeople will be featured in the
footage and will discuss what it means to “strive”.
Public Relations
Event
SDSU Alumni is planning a casual, informational media event to be held in the Alumni Center on
the day of the launch. Guests will include the crowdfunding panel, early project donors,
executive committee, campus supporters, featured clients, and members of the media (SDSU
MarComm to provide media contacts). Clients will be asked to share the details of their projects
and a Strive representative will speak to the site development and goals.

5. Media Alerts and Press Releases
Strive is the second university to launch an independent crowdfunding site in the City of San
Diego (UCSD launched Crowdsurf in Q1 2015), so media interest is desired and anticipated.
Alerts and releases will highlight the planning timeline of Strive to show initiative rather than
competition in relation to Crowdsurf.
The SDSU MarComm department plans to write and distribute a series of alerts aimed at local
media:
1. An alert will invite media outlets to attend the launch event listed above.
2. A press release will be circulated the day of the event.
3. A second press release will announce the first project funded.
Promotions
Donors and clients will be incentivized at site launch. Token gifts will create a sense of urgency as well as
a sense of pride toward the university for donors, whereas clients will be motivated to promote their
project due to additional funding opportunities.
1. The First 500 donors will receive the following giveaways with a $20 minimum donation:
 The first 100 donors receive two KGB SkyShow tickets on September 5 vs. USD
 The next 200 donors receive an Aztec for Life t-shirt
 The final 200 donors receive a SDSU Strive coffee mug
2. The first client to get their project fully funded will receive an additional $500 toward their
campaign. Funds will be provided by a predetermined donor—SDSU Alumni to enlist the help of
a related DOD.
3. The client who receives the most individual donors during launch week will receive $500 toward
their campaign. Funds will be provided by a predetermined donor—SDSU Alumni to enlist the
help of a related DOD.
4. Project-based giveaways to be determined.
Advertising Timeline
SOURCE PRODUCT RUN DATES MESSAGING
Union Tribune print July Announce site launch
and featured causes
Union Tribune digital July Site teaser followed
by launch
announcement and
featured causes
The Daily Aztec print July Announce site launch
and featured causes
The Daily Aztec digital July Site teaser followed
by launch
announcement and
featured causes

6. 360 print September Announce site launch
and featured causes
KPBS sponsorship July Announce site launch
and featured causes
Facebook digital July Site teaser followed
by launch
announcement and
featured causes
YouTube digital July Featured cause video
linking users to site
SDSU Marquee digital July Announce site launch
and featured causes
Marketing Timeline
SOURCE DATE MESSAGING
Facebook, Twitter and
Instagram
7/1/15 Site teaser to include gift box
image and messaging
Postcard Mailer 7/1/15 Site teaser to include gift box
image and messaging
Alumni Enewsletter 7/1/15 Site teaser to include gift box
image and messaging
Facebook, Twitter and
Instagram
7/8/15 Site unveiling to include open
gift box image and messaging
Postcard Mailer 7/8/15 Site unveiling to include open
gift box image and messaging
Announcement Email 7/10/15 Site unveiling to include open
gift box image and messaging
related to featured projects and
The First 500
Press Release Week of 7/6/15 Invite media to attend event
Project Emails Week of 7/13/15 Project-specific and The First 500
messaging
Facebook Week of 7/13/15 Project-specific posts
Mobile Messaging to the
Class of 2013, 14, and 15
Week of 7/13/15 Site unveiling MMS messaging
Press Release Week of 7/13/15 Site launch
Project Timeline
TASK DATE STAFF
Design provided to
iModules
5/1/15 Dan, Tammy, Jeff
Templates provided by
iModules
6/3/15 Chris
Template review and 6/8/15 – 6/11/15 Dan, Vanessa, Tammy

7. testing
Revisions sent to iModules 6/12/15 Dan, Tammy
Revisions provided by
iModules
6/19/15 Chris
Template review and
testing
6/22/15 – 6/26/15 Dan, Vanessa, Tammy
Final version delivered 7/6/15 Chris
Site launch Week of 7/13/15 Dan, Vanessa, Tammy