Catholic High School
Little Rock Catholic High School is a private, all boys school founded over 75 years ago. During most of that time, fundraising efforts were handled personally by the principal, Fr. George Tribou. After his passing several years ago, this method of fundraising was no longer available. The CHS Alumni Association was founded to maintain contact with it's alumni, and to assist in it's fundraising efforts.
Challenge:
Catholic High School had begun contacting its alumni via direct mail on a quarterly basis for several years. However, interactive response from Alumni using this vehicle had been limited. Catholic High was searching for a way to gather current information about its alumni, and determine intereste level in assisting in other activities. Additionally, it was looking for another way to increase membership in its Alumni Association.
Solution:
CustomXM proposed a cross-media marketing campaign using variable direct mail, personalized URLs, and e-mail to accomplish this goal. The primary variable information was the name of the alumnus, along with his year of graduation. The graduation year was displayed prominitely on the front of the postcard. Personalized URLs encouraged recipients to go to their personalized landing pages. These landing pages included a welcome page providing more description of the Alumni Association and the Foundation; a survey page with a few questions, (some light-hearted) about their experience, and a call to action for a contribution.
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