"The "It's a Wrap" calendar-year-end appeal was mailed to potential annual fund leadership donors in December 2022. Our goal was to inspire this select group of potential donors with an appeal that felt unique, timely, and generous. We accomplished this by designing a holiday appeal package that featured a sheet of Swarthmore-specific wrapping paper.
With such a diverse audience—alumni from 25 to 85 years of age and parents of current and past students—we needed to ensure the design of the appeal, and especially the wrapping paper, resonated widely. To address that concern, we used a beloved campus location on the front of the card, a clear call to action on the interior of the card, and created a classic design for the wrapping paper featuring our iconic white Adirondack chair in a repeating pattern over our school color (garnet).
Of the 2,986 recipients, 1,001 made a gift to the college following the appeal. Collectively, these donors gave more than $860,000 in current-use Swarthmore Fund gifts."
From the Judges
The judges appreciated the fun campaign, which effectively targeted donors across all levels of the giving pyramid. Its strategic alignment with the time of year added to its appeal and resonance. The campaign's versatility in engaging donors at various giving capacities showcased a thoughtful approach that maximized participation and impact.
