"When Emory launched 2O36 Giving Week—a 5-day annual fundraising campaign—in October 2022, a pennant-shaped interactive direct mail piece was its quiet hero. Inspired by trends and photos of Emory students waving pennants, a designer and writer collaborated to create a self-mailer that primed the audience for Emory University’s first 2O36 Giving Week.
Powerful direct mail creates an itch for the receiver to open it and interact with it. Our Emory pennant self-mailer unfolded into an invitation to turn it, read it, tear it, and keep it. Recipients’ Emory pride transformed the mailer into a gift that belonged on a fridge, bulletin board, or other prized placement. External text stimulated curiosity: "2O36 Giving Week is almost here! Find more details inside, plus a detachable Emory pennant." Inside panels tapered from a calendar of events into a prompt to visit the 2O36 website, student quotes, and more. “Don’t wait” was the primary call to action on the 2nd panel.
"Like our annual Day of Giving, the fun of competition is baked in, y’all. Programs that win challenges such as the most donors or gifts will unlock bonus funding for their areas. Check out the featured programs and campaigns promoted by your friends, faculty, staff, students, and alums today.""
From the Judges
This direct mail piece from Emory University created a connection and served as way to intrigue people to learn more. It supported a broader channel strategy and demonstrated a sophisticated, innovative way to make a traditional channel fresh.
