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Case Studies: Wesley College

Higher Education is a personal experience. Each student creates a roster entirely unique for his or her own needs. And as they take the journey through college life, each student emerges with his or her own set of memories.

Wesley College is keenly aware that alumni’s relationship to their alma mater is a personal one. After years of handling their development giving campaigns with a mass mailing approach, AGS presented them the idea of using variable digital printing technology to customize communications with their alumni.

Wanting to elicit a personal response from their target audience while continuing to cultivate and nurture relationships with them, Wesley is testing the use of custom images and text related to majors, extra curricular activities and history of giving.

“Our staff brainstormed and worked hand-in-hand with AGS and their creative agency on the layout of the piece and the design image components. We were heavily involved in writing the content of the different messages, layout and images based on the information we could pull from our existing database. It was truly a partnership with AGS,” said Kevin Loftus, Vice President of Institutional Advancement at Wesley College.

Although taking this approach increased the price per piece, Wesley has seen a return on investment already. Hard statistical results are still not in, but they have received positive feedback from a variety of sources and will tweak the components for their next several mailings.

The college plans to integrate the variable technology with AGS into up and coming niche marketing strategies and as a cultivation tool to secure support for niche groups on campus, like the women’s soccer and field hockey clubs.

Wesley gives AGS an A+ for helping to increase the effectiveness of their direct mail communications.

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