Foster Loyalty
Fred Wilson
Your Audiences: Communications Messages for Everyone (#3 in a series)
Annual Fund & Reunion Publications
It’s exciting to talk about capital campaigns—major strategic initiatives, large fundraising goals, beautiful publications—but the reality is that all institutions rely heavily on their annual fund to support their day-to-day operations and on reunion to invite alums back to campus. Design that is eye-catching and persuasive supports the hard work of your development staff—whether they are fundraising or “friendraising.”
Annual fund and reunion publications should cultivate a sense of school pride—through great stories, compelling images, and striking design. Color and type play a big role in these pieces because they are relatively copy-dense often with a call to action, instructions, and event listings.
Ultimately, alumni communications are about fostering loyalty in your institution, moving faithful donors to continue their support, compelling new contributions, and urging all alums to return to their alma mater.
Here are a few annual fund pieces we have created:
Malvern Prep
Bryn Mawr College
Here's some more recent work supporting reunions: