Bath University’s wanted to outline an annual fundraising strategy that integrated with their 50th anniversary.
They wanted to establish a plan that would not only make the most of the celebrations but also established a relationship for the next 50 years. This meant building a robust set of touch points, the rational to why alumni would want to develop a longer-term relation and find ways to connect and tell that story at an emotional level.
One aspect of the strategy was to make the pre-call mailer highly personal, with pictures of the students who would be making the call. “looking forward to speaking with you” was the headline that introduced themselves and the rational behind the case for support.