7 July 2009
Annual Fundraising at London Business School
The Annual Fund is a yearly campaign run by London Business School to appeal for funding. It is targeted at School alumni, asking them to support the School that educated them, in the hope they will give something back.
The School wanted to increase donations received in previous years but were unsure how to do so. We were invited to get involved; our brief was to persuade and excite alumni, who had remained unreceptive to previous asks to give financial support.
We concluded that a short online Flash piece, linked to through an email, was most appropriate way to do this. A direct mail piece driving recipients to the Flash supported this and landed one week after the email. Our aim was to evoke emotion from alumni about their time at the School, hoping they would donate to the fund as a result. We created a sense of nostalgia about the School’s history, showed how inspiring the School is today and illustrated the optimism of its future.
It was the first time such an approach had been used to ask this audience for donations, but the response was hugely positive with contributions to the Annual Fund higher than ever before.