Penn Veterinary Medicine

Services:

Campaign materials

Challenge:

To develop customizable, concise, and compelling materials for the public launch of the University of Pennsylvania School of Veterinary Medicine’s $125 million campaign.

Approach:

As the centerpiece of its campaign collateral, Penn Vet wanted a brochure that matched the prospective donor’s primary interest — cat, dog, or horse — but also delivered powerful visuals at an affordable price. Given the staff time and budget required, one-of-a-kind printing was not practical. The solution? Three different covers on small, digitally printed runs. On future runs, Penn Vet can further customize by featuring donors and research projects to match the covers. A folder and a separate brochure for the large annual center complete a dynamic, easily tailored package. The materials scan as well as they read, using high-quality photography and bold messages to reinforce talking points for solicitors.

Results:

Response was positive from both internal and external audiences, including Penn Vet’s 27 peer veterinary schools. Penn Vet targeted campaign presentations to donors by segment — using canine materials, for example, at events such as the Westminster Dog Show — while keeping a core message that reached all donors. Campaign images and text did double duty on the Web site and in complementary materials such as planned-giving advertisements and campaign presentations to faculty.