This piece was produced in June 2024 in preparation for our annual day of giving, #MoveInMiami, in August. The intended audience included Miami parents, faculty, staff, previous giving day donors, and a select group of lapsed or non-donor alumni. These audiences were selected to maximize participation by engaging both loyal supporters and those less likely to have contributed recently, ensuring a broad base of support. The piece was segmented with distinct language crafted for alumni/donors, faculty/staff, and parents to ensure each audience received a targeted message. For example, messaging to alumni emphasized nostalgia and giving back to a community that shaped their experience, while messaging to parents focused on supporting opportunities for their students.
The purpose was to encourage participation in #MoveInMiami by highlighting the variety of options donors have to make an impact. The design is unique and nostalgic, using a "Paper Fortune Teller" concept to draw attention to the diverse giving opportunities and encourage interaction. This concept evoked nostalgia for many participants, creating an emotional connection, while also providing clear instructions and a how-to video for those unfamiliar with it. Once the theme was established, the mailing served as a launchpad for our message, seamlessly extending into our social media promotion to foster community involvement and excitement leading up to the day of giving. Our social media content, such as https://www.instagram.com/p/C-yLOnVthkV/, built on the 'Paper Fortune Teller' theme by inviting users to share their own Miami memories, amplifying community involvement.