Reunion e-appeals

Reunion is a great time to use electronic tools to their fullest capacity because you have a similar message to deliver to specific target audiences with only slight content differences. I recommend starting reunion planning with a "version" mindset. With variable data programming you can adjust one primary email template and/or one main Flash video appeal to work for all of your reunion classes. Depending on your reunion program, you may even be able to reuse the appeals for a few years in a row before you need to revamp the design and layout because your target audiences will change each year.

So use variable data programming to your advantage to tap into the alumni nostalgia that Scott mentioned. In your emails, address each alum by name, mention their class year and include a few specific memories from their time at the institution, and if you want to get really fancy, include photos from their time on campus as well. Customization like this will bring alumni back to their days on campus and get them excited about reconnecting with old friends and the institution. Emails could come from classmates leading the reunion efforts to bolster that feeling of community.
Use emails to drive alumni to e-solicitations or e-briefs© that take alums back in time to their college days. Use emails to drive alumni to Facebook pages and web pages with more detailed information. Finally, use emails as simple save-the-dates and reminders to book travel and register for events. In all of these appeals - the emails, e-solicitations, and e-briefs© - think personal and think customization through variable data programming.

Finally, consider a post-reunion follow-up to thank those who attended and to tell those who couldn't make it that they were missed. Photography from the events is critical in the follow-up and an email to a Facebook page or a Flash-based photo book with commenting capabilities is a great way to continue the excitement after reunions and build towards a solicitation to all those who didn't make their reunion gift.