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IndustryEducation
Project teamJulia FrenkleUX & Creative Director, PartnerEllery MooreyCreative DirectorAnnual Fund Campaign Design
We worked with Massachusetts College of Art and Design to create a direct mail appeal to encourage people to donate to their Annual Fund. The appeal featured a day in the life of Gustavo, a current Massart student, to visualize for potential donors, the impact of their donation on students.
We developed a design that uses a creative timeline approach to illustrate different activities as Gustavo goes through a typical day. The pieces consisted of 8 panels the folded neatly with an address panel on the outside. The cover introduces Gustavo, and then as you “unwrap” the piece you learn more about him as a student. The last panel of the appeal was a perforated tear away section that allowed donors to fill in their information and easily return to Massart. This eliminated the need for an extra response card insert.
I seriously love this piece. Our previous Director of Development said it was the best annual fund piece she’s ever seen.
Direct Mail Design
We took a fun approach to the appeal design by creating an infographic that allowed us to leverage additional photos in the layout. Using the photos helped bring Gustavo to life and create a more impactful experience for donors. The reply envelope was folded in half and stuck to an inner panel with a small glue spot. Once removed, it revealed a heart that said “Thank you!”
