“Pay Poe’s Fine” Digital Campaign
| Institution | University of Virginia |
|---|---|
| Submitted By | Katherine Leatherman - Senior Associate Director, Direct Marketing |
| Year | 2026 |
| Click image to view complete sample |  |
| Description | The UVA Library’s digital "Pay Poe's Fine" campaign invited donors to give $20 to resolve Edgar Allan Poe’s unpaid 1826 library fine. Launching on the anniversary of Poe’s departure from campus, the initiative leveraged email, text outreach, and a raven bookplate download. When an email error occurred, the team owned it with a witty follow-up resulting in a surge in gifts. |
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