5 Ways Variable Data Printing Enhances Alumni Fundraising Campaigns
In today’s competitive and fast-paced fundraising environment, alumni donations are crucial in terms of the long-term success of higher learning institutions. As alumni engagement becomes increasingly important, universities are finding new ways to reach out to their alumni, encourage donations, and build a sense of community. This is where variable data printing can help.
While digital marketing continues to bear the torch for most campaigns today, personalized prints through variable data printing are some of the critical tools in alumni fundraising.
Variable data printing allows universities to create highly personalized and dynamic print communications tailored to each recipient’s preferences, donation history, and engagement with the institution. This level of personalization not only captures attention but also drives action, increasing alumni engagement and boosting donation rates.
In this blog, we’ll explore five ways in which variable data printing can enhance alumni fundraising campaigns and help universities foster stronger connections with their alumni base.
Personalized Variable Data Printing Messaging to Each Alumnus’s Experience
Other key strengths behind variable data printing are personalizing the message according to individual alumni profiles. Each of the alumni has a special relation with the institution that can be described through his/her major, year of graduation, or the various activities on campus. Using variable data printing allows universities to produce tailored campaigns from their alumni records and resonate directly with every individual’s personal experience.
For instance, a university could send a personalized letter to an alumnus who graduated in 1995, with certain milestones or campus events from that year that relate specifically to their experience. The personal touch in such gestures communicates not only that the university is valuing its alumni but also makes the relationship between an individual and the institution closer.
A customized letter might go even further and recognize prior gifts or service the alumni have given. For instance, “As a dedicated supporter of our engineering program, your past contributions have helped fund scholarships for future students in this field.” This shows the alumnus that the university is aware of their history with the institution and invites them to continue that support with a sense of appreciation and gratitude.
Why It Works:
Personalized messaging resonates with alumni because it taps into their unique link to the university and reinforces loyalty. By acknowledging their individual experiences, universities have the ability to create a compelling reason for alumni to give back.
Giving Requests Personalized Based on Past Giving
Another powerful capability of VDP is the ability to tailor donation requests based on an alumnus’s giving history. Alumni who have given in the past are likely to give again, but the size and nature of the ask should be personalized.
For example, a regular donor to the university’s scholarship fund may be targeted with an appeal to give to a new scholarship initiative or to the educational expenses of a specific student. Another alumnus who gave only once may be sent another appeal that encourages increasing his donation or giving to a particular program in which he was involved during his university days.
By using past donation data, universities can segment their alumni base and craft donation requests that align with their giving capacity and interests. This strategy ensures that each alumnus receives a message that feels relevant to their previous interactions with the university, making them more likely to respond positively.
Why It Works:
Personalizing donation requests based on previous giving conveys to the alumni that the university recognizes their philanthropic priorities. More personalized appeals appear more relevant to the recipient and show the institution is concerned with developing a long-term relationship with the alumnus, rather than simply making a generic request.
Show the Impact of Alumni in the Growth of the University with Variable Data Printing
Alumni often have pride in their alma mater and the impact that institution has had on their personal and professional lives. Variable data printing enables universities to show how an alumnus’s contributions have helped shape the future of the university in very specific ways.
Whether it be funding a new campus building, providing scholarships to students in need, or supporting research initiatives, alumni want to know that their donations have made a tangible difference.
A personalized fundraising letter could include a section detailing the progress the university has made thanks to alumni support. For example, “Thanks to alumni like you, we’ve been able to provide 100 new scholarships in the past year, helping students from underrepresented backgrounds pursue their dreams.” Highlighting the direct impact of alumni donations not only makes them feel proud but also motivates them to continue supporting the institution.
By using VDP to include specific data about how past donations have been allocated or what current fundraising initiatives are striving to achieve, universities can create a sense of ownership and pride among their alumni. When alumni see that their contributions are having a direct impact on the university’s success, they are more likely to continue giving.
Why It Works:
Alumni want to feel that their donations are making a difference. Variable data printing enables universities to show the direct impact of alumni contributions, reinforcing the value of their support and motivating them to continue giving.
Creating Urgency with Custom Call-to-Actions
Another strong capability of VDP is the development of personalized, time-sensitive calls to action that drive alumni to do something now. If an alumni gets a personalized piece of mail with a clear and urgent CTA, they will do it immediately.
For example, a postcard might read, “As a graduate of the Class of 2005, you understand the importance of supporting future leaders. Make a gift today to help us reach our fundraising goal by the end of the month and get an exclusive invitation to one of our events.” By adding urgency and exclusivity, universities can encourage alumni to give now rather than later.
Variable data printing can also be used to build urgency by referencing specific goals or timelines, such as a matching gift challenge or a deadline for donations to be included in a certain event. Personalized CTAs ensure that alumni feel personally invested in the university’s mission and motivated them to act.
Why It Works:
Personalized CTAs introduce a sense of urgency and exclusivity that can really drive up the likelihood of alumni taking an immediate action. This in turn drives higher conversion rates and higher donation amounts.
Segmentation of Alumni for Tailored Appeals and Events
Not all alumni are created equal-neither are their potentials to give or their interests. Variable printing enables universities to segment their pool of living alumni into a number of different groups, based on a variety of factors such as graduation year, field of study, past donations, and engagement with university events. The creation of multiple segments allows universities to send highly targeted appeals that resonate with each group.
For instance, business school alumni may be invited to a networking event with university leaders, while arts program alumni may be invited to a private art exhibition. Similarly, past contributors may receive a “thank you” message with a solicitation for a recurring gift, and those who have not given in a while may be asked to re-engage with the university.
By segmenting alumni and delivering content in line with their interests or past involvement, universities can make each person’s experience more relevant and engaging. This level of personalization will help build stronger connections that eventually translate into higher engagement and donation rates.
Why It Works:
Segmentation of alumni and personalization of appeals make each message relevant and personal. It’s proof that the university understands each alumnus’s interests and giving capacity uniquely, thereby being in a better position to receive a positive response.
Variable data printing is an extremely powerful way to elevate any alumni fundraising campaign. By personalizing messaging, tailoring donation requests, highlighting alumni impact, and creating urgency, segmenting the alumni base for targeted appeals empowers universities to create deeper levels of connection with their alumni.
This, in turn, elevates engagement and donation rates. Personalized print campaigns make alumni feel valued, appreciated, and connected to their alma mater, thus wanting to give back and support the university’s mission.
With the challenges in fundraising continuing to mount for higher education institutions, embracing the power of variable data printing offers a unique opportunity to strengthen alumni relationships and drive meaningful philanthropic support.
Conclusion
By engaging in personalized, data-driven print campaigns, universities can ensure that their alumni feel connected to the institution’s success and are empowered to continue making a difference for years to come.