Client List & Portfolio

University of California, Los Angeles

Foundation Marketing Strategy & Online Presence Development

In Summary

The Foundation Website

• for Foundation members and prospective donors
• portal-like login personalizes content access & navigation
• features text resizing, news and relevant resources

Annual Report Microsite

• fast, economical and eco-friendly online annual report distribution
• targeted user interface drove online donations conversion process
• includes “Send to a Friend” & “Print Full Report” options

Direct Mail Postcard

• customized creative to promote online annual report
• cost- and environment-saving by replacing full report mailing

Client Background & Needs

Serving the University of California, Los Angeles, (UCLA) since 1945, The UCLA Foundation gives, receives and invests funds donated by donors worldwide. The Foundation is governed by a volunteer Board of Directors representing campus-wide philanthropic leadership. With less than 18% of the University’s total budget covered by State funding, the Foundation’s focus on managing donated funds appropriately is vital to maintaining and advancing UCLA now and into the future.

The UCLA Foundation needed an integrated solution that:

• allowed the public and current members access annual reports
• provided customized information via a login
• functioned as part of larger UCLA advancement, fundraising and development efforts
• required an interdepartmental approach to serve all stakeholder needs
• advanced and strengthened their online presence
• maintained overall University branding

EMG Approach & Solution

EMG kicked-off its partnership with The Foundation with a series of focus groups and meetings with members of UCLA’s entire communications staff and key executives. As a result of this comprehensive discovery process, a three-phase solution was defined with the first step being an annual report microsite followed by a direct mail campaign to build awareness that the annual report could be accessed online.

Next, The Foundation’s comprehensive website was redeveloped from top to bottom, tying all campaign elements together and providing a long-lasting, easily maintained online communications tool. EMG worked collaboratively with The Foundation’s IT staff to develop the site according to their specifications, resulting in improved adoption and little need for training upon project completion.