Tuition Free Campaign
Helping students pursue dreams, not careers
Challenge
NYU Grossman School of Medicine announced plans to offer full-tuition scholarships for all accepted MD students, but we need to raise over $260 million in philanthropy to fund the initiative in perpetuity.
Solution
A video-driven email awareness campaign targeting alumni, a constituency with high-revenue potential for scholarships
My Role
Project management; creative direction; interview guidance
Approach
Leveraged stories and perspectives of current students to strengthen targets’ emotional connection to the initiative
A marquee video and four individual student vignettes emphasized the power and freedom of attending school free of tuition
Positioned email drumbeat around the one-year anniversary of the Tuition Free announcement
Outcome
Campaign metrics outperformed standard figures for the alumni constituency
Gift teams requested additional cuts of the content for use with other constituencies
Alumni gift team requested to integrate content into reunion programming to help sustain the messaging