In 2020, the University of Virginia adopted a new communications process for students to ensure scholarship recipients understood they received an endowed scholarship, recognized its significance, and encouraged students to thank donors to the scholarship fund. Currently, scholarships are listed but not highlighted in a student’s aid package. Students receive notification via email, and scholarship information is just another line item on their financial aid statement. As a result, many students are unaware that they have been awarded an endowed scholarship, and do not understand the significance of the award. The new communication process results were spectacular and yielded a 93% increase with student participation.
From the Judges
This communication improvement was regarded as best in class by the judging panel. It was a straight-forward, cost-effective and sustainable communication improvement with clear goals and impact that was well-executed and measured for results. It also serves as a (scalable) model for other institutions wishing to better connect their scholarship recipients directly with donors to enhance the understanding and perception of the “true” value of scholarships to both parties. The use of Signal Vine, an automated texting campaign, in the communication mix, is evidence of the value of the nudge principle in effective communication.
