|Click the image to the right to download the complete sample|
|Title||Multi-Variable Mass President's Appeal|
|Institution||University of British Columbia|
|Submitted By||Chris Knapman|
|Category||Direct Mail Appeals|
|Institution Type||College / University|
|What fiscal year did this effort occur?||2018|
This appeal was the biggest UBC Annual Giving had ever attempted, and was in support of the newly launched Blue & Gold Campaign for Students. At the president's request, we solicited 363,710 constituents, ten times as many as our usual spring appeal.
|What makes this unique|
We saw this is a great opportunity to put our most successful messaging in front of a much larger audience. Therefore we spent some time looking back in order to create an appeal that blended elements of our highest performing recent appeals. As we built the appeal timeline out, we created several elements that were innovative and unique, including:
The appeal gave us a great opportunity to build on content that had been created by our Communications team for the overall campaign, and use it to speak directly and compellingly to our audiences. In addition, UBC had agreed to match up to $5million in donations to the campaign, and we were able to leverage part of the amount to support our efforts.
The goals of the Blue & Gold Appeal were as follows:
Our results against the goals were excellent:
PDF submitted includes both the main appeal mailing, which included letters from the president and a student, and the high-touch "special invitation" version for leadership donors. The printing of the "change their world..." slogan on the outside of the fold-out piece was done with a gold foil stamp.