Personalising nostalgia at scale
Challenge
One of the biggest challenges in Higher Education fundraising is to turn alumni into donors. This is compounded by the drastically different experience of going to university throughout the decades.
Solution
To reconnect alumni with their own time and inspire them to support today’s students, we developed a highly personalised, dynamic direct mail appeal tailored to each prospect’s graduation decade. Seven creative versions were produced, each reflecting a different era at the University of Leeds.
Every pack used details to spark recognition, from courses studied, lecture theatres and familiar campus buildings to cultural moments, societies and student events from the time. Our nostalgic scrapbook-style campaign transported alumni back, all in support of a scholarship fundraising appeal.
7
PERSONALISED CREATIVE
VERSIONS
VERSIONS
3000
+
ARCHIVE PHOTOS
REVIEWED
REVIEWED
Alumni decades from the 1950s to today
Result
Using advanced digital printing techniques, we delivered multiple personalised creative versions while maintaining exceptional production quality.
By combining nostalgia, data and tailored creative, the campaign demonstrated how personalised print can make fundraising feel more relevant, memorable and motivating.
