This campaign marked our first new concept initiative since shifting away from APR. We sent two targeted emails: one from a graduating senior discussing the impact of donations on her time at UF, and a follow-up from a Senior Marshal who oversees graduation. Each email was segmented with tailored messaging for alumni and parents. Additionally, we incorporated a competitive element by encouraging donors to share their class pride based on their graduating decade. The campaign's unique approach aimed to engage the audience through personal stories and a sense of community pride. The intended audience included alumni and parents, with the purpose of appealing for donations to support a new scholarship fund at UF.