For JMU's Advancement Marketing, most direct response materials seek financial support. This means that the call to action is nearly always to give. Working in that department, it was generally my responsibility to direct or collaborate on the creative brief, work with our graphic designers to implement it, ensure compliance with brand and editorial standards, and recommend format and messaging.

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The back of the 5 x 7 "Ignore This" postcard reads Giving Tuesday is a chance to do good, a global day of generosity, positivity and compassion. And it’s absolutely worth your time. This December 1, consider giving to support students at your alma mater who will reach beyond campus to make the world a better place. Find out more about people and projects deserving your attention at j.mu/givingtuesday, then be a part of Giving Tuesday with us. This piece was intended to be an attention grabber targeted to alumni who had not yet given any amount to the university.

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Click the letter for a PDF. This recent appeal features a letter from an alumnus who made a contribution to JMU's unrestricted fund in the fall of 2020. He wrote a note to accompany his gift, and I later interviewed him to develop this solicitation letter.

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Above and below: art direction and copy by Karen Risch Mott, graphic design and production by Jennifer Dehoff.