Now that most of the holiday decorations have been put away, and tomorrow, many of you will be going back to work after a short winter break, I thought it might be interesting to look at two very similar, yet very different holidays cards I received this December.
You see, although I am in love with Emerson College I did not start my college career there (I ended up at Emerson almost by accident, different story for a different day.) My first few semesters after high school were spent at the small rural school in New Hampshire. Although I left this school, I somehow never left their mailing list and still receive mail from them quite often.
The mailings I get from my old school, and Emerson typically do not coincide… however this december I got a holiday card from both. Boy, are they drastically different. Lets critique each.
Emerson College’s Holiday Card
The front of the card could use some work, but overall its good. I personally would have chosen a different photo. In my opinion the photo on Emerson’s card is busy and highlights skating in the Boston Common… which Emerson has nothing to do with. I don’t even think many Emerson students go skating on the Common, I like skating, I live in Beacon Hill & go to Emerson and
I have never even gone skating on the Common!
The inside of the card is nice with a message from Emerson’s President Jackie Liebergott.
Overall, I’d say this card is quite nice. It is to the point and features a nice seriffed font that conjures up a holiday feel.
New England College’s Card
Although you can not see it in this photo, the image on the front of the card from New England College is distorted. It looks as if they took a 75dpi imagine and blew it up far too large.
There is no branding on the front of the card at all, the only hint that it is from New England College is the fact that this is one of their buildings hiding behind a snow-covered tree.
The inside of the card is really where New England College fails with their holiday card. The text, as you can see here, is just a plea for money. Not ONLY is it a plea for money but they make the assumption that NEC is in my thoughts this holiday season. Sorry, but during the holidays I am thinking about my family and friends, not about the school that I transfered away from.
They continue to sign the card in inconsistent signatures, and include a P.S. about how my gift will be tax deductible.
This card might as well be that one friend who only calls you when they need a favor that they will never return.
The Bottom Line Is…
Know your audience and known what is appropriate. Don’t just send out mailings asking everyone for donations. I think its safe to say that hardly anyone under the age of 25, especially students, are going to donate to a private college.
Remember your timing! Students and parents are about to shell out another huge sum of money for the spring semester! Do you really think they want to make a “donation” right now?
If you are going to beg for money, do not go begging students and parents around the holidays. Its poor timing!
Emerson’s card is a great example of what a holiday card should be. Its pretty much on-brand, and to the point. You want to wish families, students and friends of the college a happy holiday season.
Before sending out something like this, thing who you are sending it to and what the message will mean to them.
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