LSE: content strategy for alumni and supporter development
The London School of Economics and Political Science (LSE) is one of the world's leading social science institutions, and an authoritative voice helping to shape global policy.
LSE's Philanthropy and Global Engagement division sought to develop a more strategic approach to content to enable it to better engage alumni and supporters and deliver against its strategic objectives of increasing philanthropic giving, volunteering and advocacy.
The team already understood the importance of personal relationships to volunteering, fundraising and development and had a wealth of audience insights based on recent research, but looked to Pickle Jar Communications for help to develop their ambitions for the future into a content strategy.
Delivering the art of relationship management at scale
Following the launch of LSE’s 'Shaping the World' Campaign, the Philanthropy and Global Engagement team commissioned Pickled Jar Communications to help create a new approach to content strategy which could help to deliver the art of relationship management at scale.
In 2024, the team’s content strategy for alumni and supporter engagement will focus on:
Achieving alumni and supporter engagement goals by delivering powerful, personalised journeys
Delivering a scalable, sustainable approach to maximise return on investment
Continuously learning and evolving by improving the experience for audiences, deepening their connection with LSE and delivering more effective engagement beyond the Campaign duration.
This strategy will represent a step change in approach, shifting from delivering appeal-led touchpoints to creating personalised, insight-led journeys.
What we did:
Conducted discovery work, including stakeholder consultations, to understand LSE's existing position, insights and campaign vision
Created a content strategy vision which included content types, topics and core concepts
Delivered an implementation and resource plan and created a tailored measurement and evaluation plan
“We have loved working with Pickle Jar, whose expertise in content strategy and planning within the higher education sector has enabled us to reframe how we approach our content in future, cognisant of the wide-ranging needs of our global audience spanning generations and geographies, and challenges in the sector itself. We look forward to putting their work into action as we continue to engage and connect our alumni, friends and partners.”
Chris Kendrick, London School of Economics and Political Science