"Hillsdale College offers free, not-for-credit online courses that are available to the general public—usually 4-6 courses per year. Although the courses are free, course participants are encouraged to make a donation if they find the courses enjoyable and educational. As an incentive, those who donate $100 or more receive a DVD box set of the lecture videos. The design of each box set reflects the theme of the course and is designed to be a collector’s item—something to display on a bookshelf or mantel.
The courses and DVDs have proven to be wildly popular among our online course constituency. From July 1, 2020-June 30, 2021 (Hillsdale’s fiscal year), Hillsdale’s online courses brought in millions of dollars in donations. These DVDs are also used in other direct mail and email fundraising opportunities. On courses with a DVD available as an incentive, we see significant increases in average gift ($81 to over $100), conversion rate (double digit percentage increases that vary by course), and even donation rate."
From the Judges
DVD covers are a surprisingly retro and effective mechanism for this audience. Designs are beautiful and very appropriate. Good justification for the product with an effective ROI. Gorgeous design for each piece, both inside and out.
