Alumni Relations: Saint Francis Case Study
Saint Francis membership solicitation for Alumni Association Mailing:
In the fall of 2006 we mailed out 10,000 control packages which consisted of the standard # 10 window, 8.5 x 14”, 2 color personalized letter and attached tear off pledge card along with a BRE. The “Control” package consistently brought in a .05-1% response rate. Anita, the Direct of Alumni Relations was kind enough to listen to our “Test” idea which consisted of a large showcase window, a four color photo of the “scholarship award winner” and her parents both Alumni’s of Saint Francis.
We targeted 3 unique groups along with a highly personalized message and classmates photos from the segmented age groups that we predetermined from their database. Our experience has proven that you are more apt to give when identifying with fellow classmates that fall into the cluster or groups they graduated with. The results we 3-4 times higher than the previous control packet and we also learned through segmentation that the middle age group gave a larger donation than the recent graduates and the classes prior to 1970. Please see the images attached.“MSL Direct variable printing option allowed us to customize the membership solicitation for the Saint Francis University alumni Association like we were never able to do before” Anita Fusco Baumanne ’90, Director of Alumni Relations Saint Francis University.
Check out the multi channel project we put together for Point Park University by clicking here.
