The Messiah College Advent mailer is a fundraiser and stewardship piece for the office of development, the fundraising office of the college. Typically, this piece yields the highest return rate for the giving campaigns throughout the year. Therefore, the design and production of the piece is higher-end but also affordable.
The package includes a booklet with weekly essays from professors and verses about Christmas, a letter tailored to the recipient using variable data, a response card, response card envelope and a matching envelope for the entire package. Matching web and social media images were also created.
This package was printed offset and digital and, with close collaboration with the press, the two processes seamlessly matched.
The final cost and return on investment for this piece was $0.22 per dollar raised which was considered a positive ROI for this piece. It received an Honorable Mention in the 2019 UCDA design competition.
"I just received the beautiful Advent piece. It is the best design we have ever had!!! It is fresh, which we needed."
– Quote from a recent recipient
– Quote from a recent recipient
This year's booklet incorporated a die-cut cover and a teal ink on gold paper. The gold circles reflected the radiance in this year's theme "The Radiance of Divine Majesty." The cover was printed on 107 lb Reich Shine Intense Gold Cover with PMS 8764C metallic teal. The interior pages were printed on Sappi Flo Dull 80 lb text with 3 inks: PMS 10121 C gold, 8764C metallic teal and 504 C wine. The back cover featured a fold which gave a purposeful place for the letter, response card and response card envelope.
Front cover
First spread
Full back cover
Full unfolded back cover
Exterior 6x9 Catalog Peel n Seal Outer Envelope White Wove printed with 2 inks: PMS 10121 C gold, 8764C teal
Solicitation letter with unique URL and donor's first name. A variation of this was created as a stewardship letter without a request for giving. There were 7 variations of this letter that were married to variable data response cards. This was printed digitally on Neenah Royal Sundance Ultra White Text. I worked with the printer to closely match the PMS colors of the project.
Front variable data response card. This was printed digital on Neenah Royal Sundance Ultra White Cover. I worked with the printer to closely match the PMS colors of the project.
Back variable data response card
Response card #10 envelope
Below are the various web and social media graphics created to complement this. The essays will be released weekly via social media throughout the Christmas season.
