Exeter College, Oxford: Write the next chapter
Pounds raised on first mailing campaign
Client Overview
Exeter College, one of the oldest and most esteemed colleges at the University of Oxford, embarked on a significant initiative to restore its historic library. The £11.3 million project aimed to not only preserve the college’s architectural heritage but also to enhance the learning environment for future generations of students. Exeter College partnered with The Graphic Design House (TGDH) to design and execute a communications and fundraising campaign that would resonate deeply with its alumni and supporters.
The Opportunity
For Exeter College, the library is more than just a building; it’s a symbol of the institution’s commitment to academic excellence and tradition. Successfully raising funds for this project was critical not only for the preservation of the college’s heritage but also for securing its future as a leading educational institution.
The task was to develop a campaign that would effectively communicate the significance of the library restoration project to Exeter College’s alumni and community, inspiring them to contribute to the £11.3 million fundraising goal. The campaign needed to reflect the college’s rich history and values while making a compelling case for the importance of preserving and modernising the library.
“The important thing to say is this, we trust TGDH. We trust them to support us in achieving our goals, to help us create the materials and communications we need – and to make sure they are beautiful and in budget.”
Adale Bennett
Deputy Director of Development and Alumni Relations
Exeter College, Oxford
Our Approach
Strategic Planning and Deep Engagement: From the outset, we engaged deeply with Exeter College to fully understand its identity, values, and the specific objectives of the library restoration project. This thorough understanding informed every aspect of our strategy, ensuring that the campaign resonated with the college’s alumni and broader community.
Direct Mail Campaign: We crafted a direct mail pack that was designed to capture attention and inspire action. The pack featured compelling narratives and impactful visuals that emotionally connected with the recipients. The content highlighted the significance of the library project and the crucial role that alumni support would play in its success.
Microsite Development: To complement the direct mail campaign, we developed a dedicated microsite that mirrored the campaign’s visual and thematic elements. The microsite featured user-friendly navigation, engaging content, and intuitive donation mechanisms, creating a seamless online experience that reinforced the campaign’s messaging. This digital extension was crucial for reaching a wider audience and providing an easy way for supporters to contribute.
Major Donor Brochure: In addition to the direct mail and microsite, we collaborated closely with Exeter College to develop a specialised brochure aimed at engaging major donors. This brochure was designed with a more refined touch, featuring high-quality photography and elegant embellishments. The goal was to create a polished and professional piece that would facilitate meaningful conversations with prospective major donors and showcase the college’s vision in the most compelling way.
Why this approach? By combining traditional direct mail with a modern digital presence and a targeted approach for major donors, we were able to create a comprehensive campaign that engaged Exeter College’s alumni community on multiple levels. This multi-faceted strategy ensured that the campaign had broad reach and strong emotional impact.
“If you’re looking for an agency to help support your college campaigns, or mailings, then we could not recommend TGDH more highly!”
Adale Bennett
Deputy Director of Development and Alumni Relations
Exeter College, Oxford
The Results
The campaign was a resounding success. The direct mail initiative alone raised nearly £250,000. The microsite further supported the campaign by providing a cohesive online presence that facilitated additional donations and engagement. The major donor brochure helped to secure larger contributions by offering a refined and compelling case for support.
Next Steps
Following the success of the library restoration campaign, the next steps involve continuing to support Exeter College with ongoing fundraising and communications efforts. We look forward to building on this strong foundation, helping the college to engage its community further and secure the resources needed for future projects.
Our Work in Action
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