PROJECT OVERVIEW

Reaching Four Donor Segments With One Year-End Appeal

For its end-of-year appeal, the museum needed to engage four distinct audiences, current donors, lapsed donors, members, and lapsed members, and distill the full scope of its impact into letters that would resonate with each. It also wanted to carry through some of its previous branding tied to ‘Wicked: For Good.’

The Tech Interactive is a family-friendly science and technology center in San Jose, California, with a mission to empower the next generation of problem-solvers through inclusive STEAM education.

Segmented Appeal Letters and Flyer Design

Trillion developed four tailored letters, each with a colorful sidebar of statistics and copy for its segment, paired with a two-sided flyer of easy-to-scan statistics and emotive photography of children in museum programs. Brief, compelling blurbs highlighted current exhibits and measurable impact, subtle ‘Wicked: For Good’ cues ran throughout, and a QR code on the flyer and letter made giving easy.

Results

The appeal performed extremely well, raising $50,000 more than the previous year and securing a large leadership gift from a brand-new donor.