University of Minnesota Alumni Association
Concept Direction / Art Direction of Digital & Print / Production / File Management / Press Check
Annual Giving Campaign
Challenge
Create an annual giving campaign that would reconnect alumni, engage multiple audience segments, and inspire donations through a message that felt personal, relatable, and rooted in community rather than institutional fundraising language.
Approach
Developed a storytelling-driven campaign built around authentic alumni voices, drawing content from programs including alumni chapters, travel experiences, webinars, mentoring, and emerging professionals networks. Designed a cohesive visual system across direct mail and social media that used the U of M’s brand typography, color, and textures to unify the message while tailoring content to alumni, current supporters, and lapsed donors.
Outcome
The campaign reached approximately 60,000 recipients and helped generate an estimated $240,000 in donations, strengthening alumni engagement while creating a more human-centered approach to annual giving communications.
Guthrie Theater
Concept Direction / Art Direction of Digital & Print / Production / File Management / Press Check
Client: University of MN Alumni—Acquisition & Membership Upgrade & Lapsed, Campaign
Challenge
Increase donor response and fundraising performance for Guthrie Theater’s Level Nine initiative while identifying a more effective and cost-efficient direct mail format.
Approach
Created and tested two fundraising package formats: a #10 letter package with a business reply envelope and a 6x10 brochure format. Developed messaging and design around accessibility and inclusion, highlighting the
$9 ticket program as a way to broaden access to the theater for a wider audience. Built the visual identity and fundraising materials from limited source material, beginning with only a press release.
Outcome
The #10 letter package outperformed the brochure significantly, generating approximately 50% higher response rates, 2–3 times larger donations across audience segments, and reducing advertising costs by roughly 66%, becoming the new control package for future campaigns.
