Lincoln University
A Nostalgic Look Into the Future: Lincoln University’s Homecoming Fundraising Campaign
Background
Following the successful completion of the Lincoln Lion magazine project in Spring 2023, Slice was tasked with devising a physical keepsake item to excite donors and drive alumni donations during Homecoming 2023. Vice President of Creative Tony Sadowski and Creative Director Catarina Carvalho led the team in meeting this challenge.
Challenge
Enticing patrons to donate presents several challenges, including competition for attention in a crowded philanthropic landscape, and donor fatigue due to frequent solicitations. Understanding donor demographics and preferences, utilizing appropriate communication channels, and focusing on donor retention are essential strategies for overcoming these challenges and fostering a culture of giving. Building personal connections and trust with donors, aligning messaging with their values, and timing appeals effectively are crucial to success. The right special incentive can create added value that inspires a donor to give.
Concepts
Slice presented three innovative concepts to Lincoln University, inviting them to choose one for further development:
- A zine-style alumni keepsake booklet: A collaborative project allowing alumni to contribute images and thoughts, creating a personalized connection to Lincoln.
- A video brochure: A multimedia approach incorporating video messages and testimonials, accessible via QR codes, to engage donors and showcase the impact of their contributions.
- A custom ViewMaster-style toy: A retro-inspired keepsake offering a 3D visual experience of Lincoln’s history, paired with a playlist of nostalgic songs.
The Winner
The custom “RetroViewer” concept, reminiscent of the classic ViewMaster toy, was selected for its novelty and nostalgic appeal. The RetroViewer is an innovative way to address the challenges of encouraging donors to give. Firstly, it taps into people’s feelings of nostalgia, evoking positive emotions and personal connections to the past. This emotional appeal can help overcome donor fatigue by offering a unique and memorable experience that stands out from traditional fundraising appeals.
Secondly, the RetroViewer creates a sense of novelty and excitement, capturing donors’ attention in a crowded philanthropic landscape. Its retro charm appeals to a broad audience, regardless of age or background, helping to overcome barriers related to donor demographics and preferences. Additionally, the RetroViewer provides a tangible and exclusive keepsake to donors, fostering a sense of appreciation and gratitude. This strengthens their connection to the cause and increases the likelihood of future donations.
Overall, the RetroViewer gift leverages nostalgia, novelty, and personalization to effectively address challenges in enticing donors to give, ultimately contributing to the success of the fundraising campaign.
