Integrated Marketing Successes: Crossing the Channel

In the past, the Alumni Association used direct mail to contact members with several mailings per year.

Target Audience: Mail pieces were sent to 466 current and former Alumni Association members celebrating a milestone class reunion (5 years, 10, 15, etc.).

Structure and Components: One postcard containing a personalized URL was mailed to each alumnus. The landing page included the year of the recipient's graduation, as well as a class picture. A survey page followed the landing page, which sought the following information: How much is the recipient willing to donate ($100, $500, $1,000 or other); method of donation (via Web or mail); and will the recipient be attending?