In an effort to increase volunteer recruitment for our Days of Giving, we modified our pre-mailer to have a call to action focus for recipients not just save the date/make an early gift; but to also sign up to become an advocate. The final design was sourced from feedback from our faculty and staff giving committee that no matter what predecessor institution our alumni have attended that have been folded into UMass Lowell, they all share some kind of affinity for the city of Lowell and featuring that love in the creative would resonate with our constituents.