Did your alma mater have school colors? Did it divide the student body into Blues and Yellows or Reds and Greens? Were there points awarded all year for various activities – academic, athletic, volunteer work? Was there cause for celebration among fellow Greenies when your team won the end-of-year tally?
This type of thing was a big deal at my high school, culminating in Field Day – a full day of sporting competitions with the largest pool of points on the line.
So it baffles me why I should receive a request to donate to the annual fund accompanied by a photo of present-day students, grinning from ear to ear, like they’ve just emerged victorious from the traditional Field Day tug-of-war, adorned in Gold.
I was a Purple, you see.
It’s not like this should still matter some unmentionable number of decades later. And it doesn’t really. I’m long past reliving any high school athletic glory or Purple-Gold rivalry.
But engagement is all about speaking to your audience about what matters most to the audience. Not what matters to you or what’s convenient for you. How hard would it have been to line up four Purple kids and snap the exact same photo, then sort alums by school color, and send a customized appeal – Gold kids to Gold alums, Purple ones to Purples? With spreadsheets and mass email systems?
Easier than beating Golds at tug-of-war…