University of Ottawa
Authentic Storytelling in Direct Mail
Making Every Component Tell a Story
Imagine stepping back into your university days. Remember those first-day jitters? The mix of excitement and uncertainty? This direct mail letter captured those unforgettable moments, bringing the reader right back to those first steps onto campus. Then, we connected that shared experience to today’s priorities and programs for supporting students.
And, the best storytelling extends beyond the letter! We crafted a complete experience with this package. We aim to use every piece of the mailing to evoke emotion.
The envelope was like a time capsule. It was scattered with candid student photos that felt like flipping through an old memory book, or emptying out a forgotten photo box. Here, we used a reverse window to give us more space for the design.
Inside the package, a send-back card was designed to look like a vintage Polaroid. It asked alumni to share the wisdom they wish they’d known during their first week on campus.
Good Works transformed our annual campaign program and has guided us in creating consistent and high-quality appeals that dramatically elevated our acquisition, retention, and reactivation rates. They enhanced our personalization strategy, including faculty-specific messaging, and demonstrated a nuanced understanding of donor psychology that went beyond traditional direct mail. Working with Good Works feels less like hiring an agency and more like adding another passionate, strategic team member who is as committed to our mission as we are.
Emily Aalbers MA, PMP
Directrice, Campagne annuelle | Director, Annual Campaign
Emotion Drives Action in Fundraising
By tapping into emotion in this mail campaign, we sparked something special with uOttawa’s alumni. Not only did they respond in droves, beating our target response rate by 1.9-percentage points, but they also opened their hearts in a big way. The campaign boasted an average gift 37% higher than our goal!
The result? This direct mail fundraising campaign beat revenue projections by 35%! Those generous dollars will power key uOttawa initiatives around mental health, Indigenous students, and more!
We also uncovered some exciting insights through testing. We personalized letters from different faculties, for an even more unique experience. Engineering students heard from the Faculty of Engineering, Arts students from the Faculty of Arts, and so forth. What we learned will shape how we connect with donors in future campaigns!
Working With Good Works
