ACTIVITY Alumni appeal
MEDIUM OF COMMUNICATION Direct Mail
TARGET AUDIENCE Giving and non-giving alumni
TYPE OF CHARITY Education
Monash University has always excelled at remaining connected with alumni after graduation, however they wanted to engage their alumni audience with their scholarship appeal program. After Redstone researched their scholarship program and read the stories about the scholarship students it was clear that these stories needed to be told in a way that let the alumni know just how important they were in changing the life of a student.
Monash University is one of Australia’s leading universities and ranks among the world’s top 100.
SUMMARY / OBJECTIVES SPECIAL / CHARACTERISTICS
Alumni fundraising can be difficult due to recent graduates dealing with the challenges of beginning a career and more established alumni experiencing fading memories of their student days.
So to capture the attention and interest of both alumni groups, Redstone created a campaign that focused taking the reader back in time to one of their biggest, and possibly first, life achievements – their graduation at Monash University.
We used an interactive technique to engage the reader immediately upon receiving the pack and it continued to be personalised and playful throughout. Redstone also included a rational piece about the history of Monash University. The pack became the highest performing appeal for Monash.