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Clarkson's E-Solicitation to Alumni Wins Silver Medal in Competition
[A graphic for media use is available at http://www.clarkson.edu/news/photos/ecard.jpg]
Every college and university solicits the financial support of its alumni, but Clarkson's recent fund-raising campaign defied convention and won a silver medal in the Council for Advancement and Support of Education's (CASE) Fund-Raising Programs competition in the process.
University President Tony Collins and Egon Matijevic, the Victor K. LaMer Professor of Colloid & Surface Science and Distinguished Professor of Chemistry, spoke directly to the alums and challenged them to show they valued their Clarkson education by making a donation. Collins' message went to alumni from classes 1988 - 2005 and a version from Matijevic, who has taught freshman chemistry to approximately 18,000 students during his 49 years at the University, was sent to alumni from the classes of 1929 - 1987.
Scripts were developed for four distinct segments. One was used to thank donors who gave this year, another to appeal to donors who gave last year but not this year, still another for donors who have given in the past but whose donations have lapsed, and finally an appeal to those Clarkson alumni who have never contributed to the University.
Clarkson utilized the services of its Division of Marketing & External Relations, as well as the Pursuant Group, a promotional company out of Dallas, Texas, to develop and launch the campaign. The promotional company was selected for its expertise in producing and distributing e-communications for fraternities, sororities and religious affiliated groups.
"In the end, not every Clarkson alum made a donation," remarked Beekman, "but the campaign did bring in nearly 800% more donors than previous solicitations, including 154 first-time donors. The Pursuant Group also reported to us that the average gift of $135.33 was the largest average achieved in their E-Solicitation experience."
PHOTO CAPTION: Clarkson University was awarded a silver medal recently by the Council for Advancement and Support of Education for its E-Solicitation to alumni. This postcard from University President Tony Collins was also sent to a segment of Clarkson�s 33,000 alumni.