Alumni Relations Multi-Channel Case Study
Xavier University – Cincinnati, OH
Xavier University is a Jesuit, Catholic university in Cincinnati, Ohio, with a powerful network of more than 60,000 alumni members across the globe. Following a Curtis CampusWise™ workshop, the Annual Funds Coordinator reached out to the local Curtis 1000 Direct Marketing Consultant. After a presentation and discovery meeting, a campaign was created for the Alumni Relations Department to target young alumni to update their contact information and make a soft ask for donations to the annual fund.
Xavier University’s Alumni Relations Department utilized Curtis 1000 to put together a four-part campaign to two young alumni segments: 1-5 years out of school and 6-10 years out of school. The campaign dropped in June and consisted of approximately 8,000 postcards with a PURL and two follow-up email campaigns to non-responders. Xavier University designed all of the pieces, with help from Curtis 1000, and did an outstanding job of capturing a recipient’s attention and appealing to young alumni.
The first piece the target audience received was the postcard with PURL. Upon visiting the PURL, the recipient would first see a short message and be asked to update their contact information. The short message was unique to each segment and addressed their stages of life after graduation. Any contact information currently on file was pre-populated in the fields to make the process faster for the alumni. After updating their contact information, each visitor was taken to a thank-you page with two links: Make a Donation or Visit the Young Alumni Site. Follow-up emails were sent, initiating a spike in visits to the PURL each time.
Xavier University was so happy with the results—a 12% response rate on the PURL, a 13% open rate on the first email, and a 14% open rate on the second email—they have already begun discussions about follow-up campaigns with the updated data received.