From the Nominator

As the second direct-mail fundraising piece of the year, this self-mailer was sent to all active non-donor members of Andover’s alumni and family audiences. This piece dropped in late November and was an essential component of the overall direct mail strategy at Phillips Academy Andover. Since Andover does not deploy a calendar-year-end piece, this mailer served as an important reminder to show support before the start of the new year. Focused on bolstering unrestricted support after the successful completion of our Knowledge & Goodness capital campaign, our team chose to focus on the Andover Fund for this solicitation. The Andover Fund provides essential resources that enable the academy to address its top priorities and most urgent needs. Every donation is put to direct and immediate use for key initiatives across campus. The brochure prompted the audience to consider the impact of their gift to the Andover Fund—and did so using bold typography, tight and concise messaging, and photography infused with optimism and energy. The piece included segmented messages for specific target audiences, and it offered a perforated tear-off reply card with a blown-in reply envelope, as well as a QR code for ease of response. Importantly, it featured the debut of our newly designed Andover Fund logo, which added to the vibrancy and enthusiasm of this piece. Responses are still being received—and current return on investment on this effort stands at an exciting 106.36%.

From the Judges

This award celebrates an exemplary combination of captivating design, engaging content, and effective use of resources. The innovative design, departing from traditional formats, captures attention and sets a new standard for appeal. The incorporation of qualitative and quantitative feedback reflects a commitment to excellence and continuous improvement. While some feedback notes areas for enhancement, such as providing more information on the fund itself and streamlining the use of QR codes, this piece remains a top contender for its overall impact and creativity. With its unique foldouts and thoughtful design, it stands as a testament to effective communication and design innovation.