UNC Kenan-Flagler Business School – Fall Booklet Appeal

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TitleFall Booklet Appeal
InstitutionUNC Kenan-Flagler Business School
Submitted ByJeremy Allen
Executive Director of Alumni Engagement and Individual Giving
CategoryDirect Mail Appeals
Institution TypeCollege / University
What fiscal year did this effort occur?2019
Description

This entry is an annual fund booklet for the University of North Carolina at Chapel Hill's Kenan-Flagler Business School. The booklet was included in our fall mailing in conjunction with the School’s Centennial Celebration and handed out throughout the year by development officers.

What makes this unique

We had a lot of updates and information that we wanted to squeeze into a small vehicle, while also making a persuasive case for philanthropic support. We have received great feedback from recipients – and development officers – about the way that this booklet mixed updates, stories, and giving information.

Additionally, grouping the booklet with our fall appeal made it much more cost effective than delivering this information separately as a magazine or stand-alone piece. We created an engaging and compelling narrative that highlighted the Schools past and present, and encouraged monetary support.

Outcome

The results from this booklet spoke volumes. From a direct mail lens, our fall mailing (similar format and timing) brought $191,745 from nearly 200 respondents – raising more than $40,000 over our FY18 fall mailing. The average response rate was as high as 5% with certain segments.
Additionally, we received great feedback about the brochure as a tool for development officers in the field, along with from other staff, students, and our key volunteers.