Georgia State University's (GSU's) annual giving FY25 fall direct-mail solicitation (sent early October 2024) was a remarkable success. In at least the past five fiscal years, it was the most successful in total dollars raised of any GSU direct-mail campaign. During 2024, GSU Advancement Communications adopted an annual giving communications strategy to stave off—and hopefully reverse—donor erosion. Through surprising visuals and an unusual format, this piece told about the need for and the impact of giving. In contrast to previous years’ text-based, narrative-focused direct mail appeals, the FY25 fall mailer was a 5- by 5-inch illustrated storybook with a six-panel accordion fold. The story was told in less than 90 words. This piece continued—and conceptually completed—the story begun in the 2024 spring mailer, another storybook piece in the same style. The FY25 fall mailer, focusing on those who haven't donated in the last one to five years, saw a substantial year-over-year increase in dollars raised—almost $74,000 to-date, up more than 17% from FY24. The response rate increased from 1% (FY24) to 2.7% (FY25). This means that the number of donors reactivated through the FY25 fall mailer more than doubled.
From the Judges
This entry stands out for its bold, creative departure from traditional direct mail, using a beautifully illustrated, storybook-style format to effectively re-engage lapsed donors.
