Every college and university is different, but there’s one problem they all share: how to get recent graduates and other “never given” alumni to make a gift to their Annual Fund.

In the program West Cary Group executed for Virginia Tech, we tested a number of different approaches to learn how best to engage this intractable audience.

One important aspect of the program, of course, was to generate content that could compete for attention across social media as well as email and other channels. Our in-house animation team went to work and developed several arresting digital video and motion-graphic creative approaches.

Art + Science =True Optimization

This breakthrough creative fueled a comprehensive testing agenda created by our analytics team to determine the messaging, graphic approach, media mix and cadence most likely to drive response.

To drive even deeper learning, the analytics and creative teams worked in close partnership with Virginia Tech to make iterative changes between each deployment to maximize potential response.