Annual Campaigns
Role: Lead editorial, design review
Making a Splash
One of our final campaigns before the fiscal year is a big push for donor acquisition—our opportunity to draw in prospects with a “give to get” offer. Building on last year’s success with an exclusive Emory-themed beach towel, we leaned further into nostalgia and FOMO to motivate giving.
Segmentation was highly strategic, focusing on L/SYBUNTs, long-lapsed alumni, and parents. We also customized signers to fit each audience. From past results, we learned that many donors gave well above the $25 towel threshold, with the second-largest cluster at $100–$250. To maximize this trend, we adjusted our giving arrays and avoided language that capped expectations at $25.
Early results from summer 2025 show $95,588 raised from 1,297 donors, including 278 new acquisitions—a nearly 10% increase in dollars over last year.
The first campaign of the year is a pivotal moment…
for schools and units. My role as editorial lead means collaborating closely with partners to understand their funding priorities, identify compelling student or faculty stories, and craft messaging that meets donors where they are.
In 2024, we emphasized a highly individualized approach, shaping both print and digital pieces around each school or unit’s unique identity.
Last year’s campaign raised $225,000 from 690 gifts. Within that, Oxford College and Goizueta Business School’s solicitations brought in $11,380 and $15,700, respectively, across print and digital channels.
