UNC Wilmington – Black Alumni Email Campaign

Posted on 02/22/2021

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Title Black Alumni Engagement Email Campaign
Institution UNC-Wilmington
Submitted By Christopher Montero
Assistant Director of Alumni Relations
Category Email Appeals
Institution Type College / University
What fiscal year did this effort occur? 2020
Description This was an email to acknowledge the contributions of past Black alumni generations that have paved the way for a more inclusive and accessible experience at UNC-Wilmington. This email also had conditional content to donors to recognize and thank them for their philanthropic contributions.
What makes this unique This email opened the door to Diversity, Equity, and Inclusion conversations before Geroge Floyd and other social injustices broadcasted in mass media. It allowed our alumni relations team to begin the work of DE&I without being performative or reactive. It renewed energies and began repairing relationships after BLM and other social justice movements drastically accelerated this process. It also had built-in conditional content for Black donors in order to further steward their gifts and cultivate their relationship to the university.
Outcome This email had outstanding open and click-through ratios; it was also the predecessor for a strong campaign and volunteer model restructure that empowered dozens of new Black alumni to take leadership positions in the African American Graduate Association.


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