Get Schooled
Instruct universities on effective fundraising strategies for their direct mail campaigns
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PP: What are some of the hot trends in mailers for this market?
Klassen: Personalization is key. Technology enables us to deliver a message that’s relevant to the reader, potentially down to an audience of one. For example, our fundraising appeals to alumni look at: when and what they studied, who were the influential (read: recognizable) faculty at the time, where have their careers taken them since graduation, what is their likely contribution potential, etc. Because alumni officers are generally good at gathering rich profile data, we use this data as much as possible to anticipate the interests of the alumni. The appeal then, is positioned toward those interests, and will look different for each alum that receives it.
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