Dominican University of California – Alumni Affinity Direct Mail Appeal
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|Click the image to the right to download the complete sample|
|Title||Alumni Affinity Direct Mail Appeal|
|Institution||Dominican University of California|
|Submitted By||Sophia De Quattro|
Annual Giving Manager
|Category||Direct Mail Appeals|
|Institution Type||College / University|
|What fiscal year did this effort occur?||2020|
This appeal is segmented by affinity. The undergraduate alumni segments focused on the decade of attendance. We enlisted alumni from each decade to be signers. Photos and references were sourced from our archives. Graduate-only alumni and friends of Dominican received custom letters.
|What makes this unique|
Dominican University of California has an incredibly rich heritage. Our alumni and friends of Dominican are fond of the origin of our institution and the values it was built on. While we typically segment our lists by alumni, community, and parents of current students, this was our first attempt to truly customize the appeal by incorporating facts and images relevant to the segments. Overall, we generated 16 different segments: alumni from the 30s-50s, 60s, 70s, 80s, 90s, 00s-18, graduate-only alumni, and community members that made a gift in FY19; and alumni from the 30s-50s, 60s, 70s, 80s, 90s, 00s-18, graduate-only alumni, and community members that last made a gift in FY18 or earlier. Additionally, enlisting our alumni base to be signers and accessing our archives to incorporate images into the appeal instills nostalgia in our audience. By reminding our supporters of their connection and why they love Dominican University of California, they are more likely to give back to the community that has provided them with invaluable experiences.