How much do you really know about your target audience? And how effectively are you reaching them in a sea of competing interests? This session will provide insight into the creative positioning, marketing strategy, research and planning that every educational institution must consider for their annual giving initiatives. Featuring learnings from two major California universities (CSULA and National University], we will discuss the importance of target audience definition (e.g., who are the most active donors and what is their cumulative impact over time), competitive analysis and using innovative engagement tactics (e.g., social media) to create a lasting bond. From there, we will share various successful interactive marketing strategies which the Annual Giving Professionals audience can use.