Dominican University of California – Alumni Affinity Direct Mail Appeal

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TitleAlumni Affinity Direct Mail Appeal
InstitutionDominican University of California
Submitted BySophia De Quattro
Annual Giving Manager
CategoryDirect Mail Appeals
Institution TypeCollege / University
What fiscal year did this effort occur?2020
Description

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.

Outcome

NA



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