From the Nominator
IU Day is a 24-hour binge-watching, social-sharing, IU-wearing, online celebration of Indiana University and the people who make IU possible–our students, alumni, parents, friends, staff, faculty, and fans. It’s for anyone who has a special place in their heart for “old IU.” As part of the IU Day event, we sent direct mail packages to all of our audience segments (donors, lapsed, nons, VIPs) which highlighted the IU Day objectives above, with a focus on directly asking for a gift and provided something to wear, share and look at (watch!) as well. We can mail our audience segments broadly with this package in the context of the IU Day celebration without having to create unique content messages for each.
From the Judges
The IU Day entry took a virtual, online giving day and created a touch and feel concept in a direct mail piece. The materials were creative and budget-friendly, given the scope of the mailing. It was an engaging piece that stood out from the rest of the field.