Promo Incentive Turns One-time Donors Into Repeat Givers For Calvin College

Challenge: Private college seeks to boost donation frequency and overall giving
Institutions of higher education rely on alumni donations to offset a variety of miscellaneous costs and to support scholarships for incoming students—a key reason why colleges are always looking for new ways to increase donation frequency and overall annual giving. Staff at Calvin College, in Grand Rapids, Michigan, recently called on ePromos for help in turning one-time donors into repeat givers.
Solution: Attractive, easy-to-mail branded LED book-light provides a gift-giving incentive
After discussing their situation with an ePromos account executive, Calvin staff, to maximize their return on promotion, decided to send an incentive gift to alumni who had already donated. But what to send? A branded LED book-light seemed right for Calvin alumni: it would be easy to mail, attractive and, most importantly, something alumni would regularly use—thus something that would remind them of their alma mater often. Our design team also worked alongside Calvin staff to strategize on the book-light’s branding and design.
Result: An alumni-relations success: Increased word of mouth and alumni donations
Calvin staff loved the finished product; they knew as soon as they laid eyes on their new book-light that this alumni-relations promotion would be a success. And it was: alumni responded with much appreciation, favorable word-of-mouth dialogue and, more importantly, increased donations. The promotion was such a success that Calvin staff has already agreed to work with ePromos to develop next year’s alumni relations campaign.

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Calvin College Direct Mail Promotion (PDF Version)