Best of CASE District VII Award
 

Institution: Stanford University

Title of entry: From Mailbox to Inbox: Restoring lost digital connections

About this entry: The Reunion Homecoming Reclamation 2024 campaign exemplifies Stanford Alumni Association’s innovative approach to overcoming communication barriers and enhancing alumni engagement. Faced with over 3,100 alumni unreachable via email, SAA developed a strategic, data-driven initiative that aligned with institutional goals of increasing participation in flagship events and improving overall alumni relations.

This targeted campaign utilized personalized postcards, tailored Formstack forms, and customized thank-you pages to reconnect with alumni across diverse segments. The initiative’s success was evident in its exceptional 10.1% response rate, which far surpassed industry benchmarks of 2.7%-4.4% for direct mail campaigns, as well as a 1,306% return on the initial $3,143 investment. Key outcomes included:
* 316 alumni updating their email permissions
* 130 registrations for Reunion Homecoming 2024
* $44,200 estimated increase in revenue

The campaign’s effectiveness stemmed from its strategic messaging, emphasizing the benefits of reconnection rather than simply requesting information updates. This approach not only boosted event participation but also improved email list health, a crucial factor in ongoing alumni engagement efforts.

The success of this initiative has led to its adaptation for other major alumni events, demonstrating its scalability and potential for broader institutional impact. By leveraging a signature event to re-engage alumni, SAA has created a replicable model for enhancing alumni relations, supporting long-term institutional goals, and fostering a more connected alumni community.