College Track Year End Philantropy Mailing
Overview:
There’s a certain rhythm to "giving season"—the flurry of mailings, the deadlines, the stories that need to be told.
What we loved about College Track's year-end philanthropy campaign was that it resisted that urgency and managed to pack a one-two punch of impact and emotion.
In partnership with College Track, we built a multi-piece system that includes a donor letter, a milestone fold-out piece taking readers on a journey of "a year in the life" of a College Track scholar, and a focused insert that brings one student's story to the forefront (a story that's first-person, no less!). Each piece is designed to work on its own, but together they create a rhythm. You move through the materials in much the same way students move through College Track's 10-year program: milestone by milestone and piece by piece, with each asset building on the next.
The visual direction is deliberately grounded with photography of real students and alumni and College Track's color palette of striking blues and gradient greens.
Our favorite thing about this set is also the most simple thing: the blank thank-you card. It was important to College Track that personal thank yous accompany many of their donor letters this year, and they didn't want a canned printed message. They wanted it to feel like every donation is important—so important that someone took the time to send a personalized note back.
That’s really what this campaign is about: time and trust. The time it takes for a student to change the trajectory of their life. The trust it takes for a donor to believe their gift makes that possible. We can't wait to see the ROI of this thoughtful philanthropy strategy!