Sustainable eco-friendly mail pieces for collegiate engagement
Cornell University’s spring giving campaign centered around engaging alumni, volunteers, and donors through a creative and eco-friendly approach. The campaign utilized three versions of custom-designed seed paper postcards, each tailored to a specific audience: volunteers, current donors, and potential donors. These postcards creatively combined puns, vibrant artwork, and sustainable materials, aligning the message of support for the university with an environmentally-conscious action.
Impact on Alumni and Donor Engagement:
The postcards served as a call to action for donations, and also reinforced a sense of community and commitment to Cornell. The unique approach allowed recipients to feel personally connected through both the thoughtful messaging and the tangible, eco-friendly gesture of planting seed paper. The sustainability theme tied in with Cornell’s mission to foster growth—both academically and environmentally—resonating deeply with the alumni and donor network.
Innovative and Unique Elements:
What set this campaign apart from traditional donor appeals was the integration of seed paper as a physical representation of the university’s growth and future sustainability. Recipients were encouraged to plant the postcards, creating a lasting and memorable connection to their gift. Additionally, the play on words, such as “bee-yond grateful” and “mint to be planted,” added a fun, engaging twist that made the campaign stand out. This innovative approach helped Cornell build deeper emotional ties with their audience, while supporting their philanthropic goals.
Sustainability and Environmental Considerations:
A core component of the campaign was its focus on sustainability. The seed paper postcards reflected Cornell’s commitment to eco-friendly practices and reducing waste, as the materials themselves contributed to a greener environment. This focus on sustainability not only mirrored the university’s values but also provided an interactive experience, allowing recipients to contribute to the environment while supporting Cornell.
This campaign succeeded in driving donations and engagement, while also fostering a sense of pride and environmental responsibility. The seed paper postcards were more than just a call to action; they became a symbol of Cornell’s growth and its continued support from alumni for sustainable eco-friendly mail pieces for collegiate engagement.
