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