"Season of Giving" Premium Email Appeal
| Institution | George Mason University |
|---|---|
| Submitted By | Elijah Rosenthal - Director of Annual Giving |
| Year | 2025 |
| Click image to view complete sample |  |
| Description | "Season of Giving" - premium campaign focused on non-donor acquisition. The premium item this year was a boat and tote-style university-branded bag. To make this a university-wide campaign, we built out a toolkit for each academic unit and did a student photoshoot to collect social assets. Looking at past premium campaigns, we needed to lower the entry point from about $50 to about $30/$35. Overall, the campaign went very well and we managed to move more than 450 bags - the most successful premium campaign we've run. We also brought in 129 first-time donors. |
| Award Recipient |
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