Students of the Master’s program in Communication Management developed innovative communication strategies to reactivate donors and strengthen their loyalty.
In the business field project of the Master’s program in Communication Management at FHWien der WKW, students in the third semester had the opportunity to intensify and sustainably strengthen the bond with donors for UNICEF Austria. Six agency teams took on the task of designing customized communication strategies for two specific target groups for UNICEF Austria: Encouraging individual donors to become sponsors and reactivating long-term donors.
Professional market research provides important insights
The quantitative market research at the start of the project provided deep insights into the preferences and motivations of the two target groups. These findings formed the basis for the creation of a well-founded SWOT analysis, from which the teams derived a strategy and key idea. The students were actively supported by coaches Melanie Gratzer and Bettina Gneisz-Al-Ani from concept development to implementation in concrete measures.
Fundraising concepts convince UNICEF Austria
In the final pitch on January 16, the student teams presented their concepts to Veronika Graf, Head of Individual Giving at UNICEF Austria. The final results impressed with their professionalism, creativity and power of implementation:
“Working with the students at FHWien der WKW was a great experience. The communication strategies developed are well-founded, creative and practical. I look forward to presenting the different approaches to my team and pursuing them further within the scope of our possibilities,” says Graf.
Business field projects: Real assignment from briefing to pitch
Business field projects at FHWien der WKW go beyond the academic field and enable students to apply their knowledge from their studies in a real-life setting – from the briefing to the pitch in front of the client. If you are interested in a business field project in the field of corporate communications, do not hesitate to contact the Communication Management study programs (see Contact).