Slide One

Florida International University

Student Alumni Membership Campaign
Florida International University

The Florida International University Student Alumni Association PURL (Personal URL) mailing was a remarkable success. It helped FIU achieve a 290% increase over the previous fiscal year. The PURL card mailing was the only change to this three year old campaign targeting incoming freshman for the summer and fall semesters.

Here are the particulars:

  • Project was initiated on Tuesday May 5, 2009.
  • The total file was 2,276 mailing addresses with 2,235 having email addresses.
  • The mailing was dropped on Friday May 22, 2009 (196) responded.
  • The email blast was sent Wednesday May 27, 2009 (635 responded).
  • 865 members of the file looked at their PURL.
  • This is a 38% response rate for the PURL.
  • The entire campaign added 215 new members.
  • This is a 290% increase over the best previous result.

While your institution may or may not have a Student Alumni Association, this information still is very useful. It shows that:

  • The younger segments of your data base will respond very favorably to PURL’s campaigns.
  • Combining mailings with email blasts timed to arrive in close proximity will also increase response rates.
  • Targeting the right strategy with the appropriate database increases results.