For this special President’s Council Valentine’s Day campaign, we aimed to collect email addresses from engaged donors we didn’t yet have on file. I had the chance to design a custom die-cut postcard, shaped like a candy heart jar, along with branded candy hearts and coordinating packaging to support this effort. Printed using a combination of offset and digital variable data, the piece featured recipients’ names on the heart tag, soft-touch coating for a velvety feel, and a gold glitter UV finish for an extra layer of charm. Delivered in a clear envelope, the mailer stood out instantly while staying true to the Purdue brand.

To deepen the connection, Purdue-branded candy hearts, that matched the visual identity of the postcard, were sent as a follow-up gift to those who responded. Each piece worked together to create a cohesive and thoughtful donor experience. With a 4.9% response rate from a traditionally hard-to-reach audience, this campaign proved that intentional design and tactile experiences still have a powerful impact. This was a true collaboration across teams and a celebration of creative donor engagement.