Virginia Commonwealth University
| Audience | General |
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| Purpose | Appeal |
| Click image to view complete sample |
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| Description | This appeal served as our universitywide fall kickoff appeal. We have typically done a traditional letter for this appeal showcasing our Student Life and Learning Fund but this year added in an impact insert with colorful graphics and impact language spanning the entire university including the health system. The goals of the appeal included raising funds for the Student Life and Learning Fund, renewing lybunts and sybunts, reactivating long-lapsed donors, and acquiring new donors. The appeal included a direct mail appeal, two emails, as well as social and Google ads. The mail and email appeals were segmented into three groups: loyalty society, recent donors, and long-lapsed/acquisition. The total audience for mail was 45,000 households, with emails going to 60,000 individuals. We used modeling scores to determine the best long-lapsed and acquisition households to include to get the total direct mail list within budget. |
| Submitted By | Jenna Hart - Senior Director, Constituent Marketing |
| Year | 2024 |
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