We chose to create a diary because we know Manchester alumni long to feel a genuine connection with the place where they spent the best years of their lives. We wanted to build that connection by telling them a little about some of the research they have been helping to fund recently. Rather than send them a conventional mailing, we gave them a diary they could use, share and talk about all year round. It is called ’”53 things we know now that we didn’t know in 2018” and it is a constant reminder of their relationship with the university. This is “invisible fundraising” – not seen as marketing, but as a service.
From the Judges
The University of Manchester used something so basic—a diary—to deliver a message that would put their brand into the forefront of their donors’ minds every day. This was game-changing in many ways. The unique URL for each day to a fact on their website that highlighted why giving is important was mind blowing! This submission was deserving of our highest praise.
