We send two direct mail solicitations each year to reunion classes, customized by fundraising volunteers, followed by a series of supporting emails. The 40th reunion and above received a planned giving buck slip insert, as well. In FY25, we redesigned the spring reunion mailing (which includes a printed honor roll for all but the oldest classes) to make it more visually engaging. The updated piece now includes up to three new elements: A yearbook or campus photo, a quote from a scholarship recipient, or a donor giving history box prominently highlighted in the top-right corner. These changes were intended to capture donor attention and inspire donor engagement during their reunion year. The redesigned spring reunion mailing was highly effective, driving a 171.4% increase in the number of gifts, 175% increase in the number of unique donors, and an 8.5% increase in total dollars raised compared with the prior fiscal year’s results from the same appeal.
From the Judges
This entry stands out for its strong strategic approach and impressive return on investment, driven by thoughtful personalization and user-focused design. The campaign’s tailored messaging by class year, combined with striking visuals and smart placement of giving elements, created an engaging and effective donor experience. With significant increases in gifts, donors, and overall dollars raised, it clearly demonstrates both creativity and measurable impact.
