What’s Changed?​

The Story: The Development & Alumni Relations Office at Sheffield Hallam University were conscious of the need to sustain their pipeline of engaged alumni for the purpose of securing philanthropic income in the future and growing the support they offer their students.​

With both major gift and regular gift programmes of work, it’s vital to sustain their alumni prospect pool.

The Brief: To re-engage a cold pool of alumni who were only contactable by post. However, there was also inclusion of warmer audience segments such as potential major gift prospects with whom re-engagement could be beneficial to the major gift pipeline.

The aim was that the mailing re-connects alumni with their University, building familiarity with the University today and giving them a reason to be back in contact.

Our Response: Development of an engagement proposition: Help shape the future for a Sheffield Hallam student. Our DM pack encouraged alumni to send messages of support to current and graduating students – sharing advice, stories of how their life ​​was shaped by Sheffield Hallam, positivity, warmth and a feeling of being connected to current students.​​

Why it Works: Connecting with the alumni from the moment that they picked up the mailshot and evoking nostalgia – asking them to engage instantly by ticking their own connection to the University via an aperture in the outer envelope. E.g.​

Party animal​
Seriously studious​
A Union faithful​
Into sports​
Found at the Frog & Parrot​​

Results: 379 responses from the initial 10,000 mailing, with 400 further responses achieved after social media posts were created from messages sent back from the mailing. 7.7% response (target between 3-6%). Total responses = 779.​

Within these response numbers, 25 individuals look like they could be strong major donor targets and Sheffield Hallam has also identified a further 25 individuals who were already identified as major donor targets and responded.