Components
01 / FY25 Fall Mailer
02 / FY24 Spring Mailer
03 / Door Hanger
04 / Misc. Stewardship
Overview
The following pieces represent a bold departure from GSU’s traditional annual giving strategy, in concept and visual style. Developed to stave off—and hopefully reverse—donor erosion, this work aims to surprise, delight, and reframe. While the spring mailer was very well received, the fall mailer was the most successful piece of any GSU direct-mail campaign and was awarded Gold in the 2025 CASE Circle of Excellence Awards.
I developed the concepts and creative approach in collaboration with the lead writer Matt Nixon, and I art directed the visual style. The pieces were illustrated by Zoey Fleck.
01 / FY25 Fall Mailer
This piece told about the need for and the impact of giving. In contrast to previous years’ direct mail appeals, the FY25 fall mailer was a 5- by 5-inch illustrated storybook with a six-panel accordion fold. The story was told in less than 90 words. This piece continued—and conceptually completed—the story begun in the 2024 spring mailer, another storybook piece in the same style.
Digital version for easier reading
RESULT
In at least the past five fiscal years, this piece was the most successful in total dollars raised of any GSU direct-mail campaign. The FY25 fall mailer, focusing on those who haven’t donated in the last one to five years, saw a substantial year-over-year increase in dollars raised—almost $74,000 to-date, up more than 17% from FY24. The response rate increased from 1% (FY24) to 2.7% (FY25). This means that the number of donors reactivated through the FY25 fall mailer more than doubled.
02 / FY24 Spring Mailer
Digital version for easier reading
03 / Door Hanger
As a stewardship touchpoint, the door hanger concludes the narrative by recalling the key—a central symbol of access, opportunity, and belonging. It serves as a simple, tactile reminder of the impact donors make when they help unlock possibilities for the next generation.
04 / Misc. Stewardship
Here are two more pieces that exemplify how we extended the illustrative style into stewardship communications.
Snail mail
↑ This “1” sticker, designed for first-time donors, is filled with student- and campus-inspired imagery, making the token feel personal, purposeful, and directly tied to the impact of their gift.