May 05, 2024  
2016-2017 Graduate Catalog 
    
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2016-2017 Graduate Catalog [ARCHIVED CATALOG]

FR 610 - Direct Response Fundraising (3)

This direct response fundraising class studies the use of both traditional direct marketing media for fundraising and the new and emerging digital channels.  It will provide a thorough grounding in the use of techniques such as direct mail, advertising, direct response television advertising, inserts and direct dialogue.  It will also examine a digital communication mix including search engine optimization, online advertising (and public relations) and the use of social media.  It will close by considering key topical issues such as campaign integration and communications ethics. Prerequisite: FR 600 .