With a creative team, a solid plan, and good data, variable text and imagery can take a fundraising appeal or direct marketing campaign to the next level. With the goal of increasing overall giving and improving engagement statistics, Dominican University of California turned to BCG Connect for help with a creative, integrated print and digital program.
Through strategic use of segmentation, eye-catching letter and envelope design, and variable text and images from donors’ past, the University was able to connect with alumni on a much more personal way than in the past. By the end of the campaign, the “Decades Appeal” helped Dominican increase dollars raised by nearly 40%, improved their open rate, and gained an 8% increase in total donors.
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