Imagine this: An alumna of the University of Michigan, long disconnected from her alma mater, opens her mailbox to find the latest edition of the university's Giving Magazine. As she flips through the pages, she's drawn in by a story about a startup founded by fellow alumni—now changing students' lives across North America. The narrative grips her, and she's inspired and proud when she's finished reading.
And right then - a subtle 'ask' from an alumni organization tells her how she can contribute to making more of these stores a reality. What do you think? Would she be more motivated to contribute to the programs that made such success possible after the story?
Strategic copywriting combined with storytelling can work like magic. Tried-and-true copywriting structures subtly but powerfully ask for what you need, while storytelling fosters a deep connection between the reader and the university.
The Power of Storytelling in Alumni Publications
At the heart of every compelling alumni publication lies the art of storytelling. By using storytelling techniques, you engage readers deeper, making them feel invested in the narrative. Using a storytelling arc as the backbone, you can draw readers in with relatable narratives, while techniques like AIDA and the 4 P's work behind the scenes, guiding them from initial interest to meaningful action.
We'll explore these techniques and see how the University of Michigan's Giving Magazine employs them to build connections and drive alumni engagement.
The Storytelling Arc: Creating Emotional Connections
How would you use a Storytelling Arc?
Introduction: Each article begins with an engaging introduction that sets the scene, introducing main characters—such as alumni, donors, or faculty—and presenting a central theme or event. This opening hooks the reader, making them want to know more.
Development: As the narrative unfolds, the story explores challenges, achievements, and the journey of the individuals involved. This might include personal anecdotes, historical context, or descriptions of significant milestones that resonate with the reader.
Climax: The story reaches its climax with a pivotal moment, such as a significant achievement, the culmination of a project, or the unveiling of a new initiative. The emotional high point is where the reader feels most connected to the story.
Resolution: Finally, the story concludes by reflecting on the impact of these events or contributions, often tying back to the broader goals of the university or the alumni community. This leaves the reader with a sense of fulfillment and a subtle nudge towards taking action.
Copywriting structures: Enhancing the Story
And then leverage some other techniques:
The 4 P's (Promise, Picture, Proof, Push): This technique strengthens the narrative by making the story actionable. It encourages readers to see the value of their continued support or involvement.
AIDA (Attention, Interest, Desire, Action): AIDA keeps the reader engaged throughout the article, leading them from initial interest in the story to a desire to take action—whether through donations, event participation, or simply staying connected with the university.
5 W's and H (Who, What, When, Where, Why, How): This technique ensures the story is informative and precise by covering all essential details. It structures the content to answer the reader's questions comprehensively.
FAB (Features-Advantages-Benefits): FAB is particularly effective in articles highlighting new facilities, programs, or initiatives. It explains what is offered, how it benefits the university or students, and why it matters to the reader.
Emotional Appeal: Alumni publications often weave emotional appeal into their storytelling, especially when discussing the impact of donations, scholarships, or university developments. This connection makes the story more relatable and motivating for the readers.
Examples in Action: University of Michigan's Giving Magazine
We will look at a couple of examples from the University of Michigan's magazine Giving.
"Checking in: Fostering student mental health and well-being on campus" uses 5 W's and H to thoroughly explain the university's initiatives while employing Storytelling to connect emotionally with the reader.
"'Meet Your Class' in a new way" prominently uses Storytelling to describe the startup's journey, with a vital element of AIDA to build good and desire among readers.
Example:
MeetYourClass' in a new kind of way
In the article "Meet Your Class in a New Kind of Way," storytelling is the most prominent technique. The narrative follows four University of Michigan students who turned a simple idea into a thriving startup.
Storytelling
The storytelling approach is evident from the beginning, where the article introduces the founders and follows their journey from a simple idea to a thriving business. By focusing on their personal experiences, challenges, and successes, the article informs the reader and creates a compelling and relatable story that engages the audience emotionally and intellectually. Doing so, the writer effectively draws readers into the narrative and creates a connection between the reader and the founders.
AIDA
The article has a vital AIDA element.
Attention: The article grabs attention right from the headline by emphasizing the entrepreneurial spirit of the University of Michigan alumni ("When a Wolverine has an idea, you'd best take heed"). This immediately appeals to the pride of the university's alumni and current students.
Interest: The narrative is engaging, focusing on the founders' challenges and successes, and it builds interest by detailing the origins of MeetYourClass, from a simple idea to a successful startup that has significantly impacted student life across North America.
Desire: Desire is created by highlighting the platform's success and growth, showing that it's not just a project but a game-changing solution that has already benefited hundreds of thousands of students.
Action: While the article does not explicitly call readers to purchase or donate, it is implied through the success story. Alumni are subtly encouraged to take pride in their connection to the university and consider how they might support similar initiatives or engage with the university's entrepreneurial ecosystem.
The explicit call-to-action is right on the right-side panel (not a great location, mind you).
The call to action could be further strengthened by moving its location to the end of the article and including a subtle Donate button.
Example: "Checking in: Fostering student mental health and well-being on campus."
Storytelling
The article effectively uses Storytelling by including personal perspectives from Dr. Mortenson and quotes from alumni donors, such as the Sommerses. These stories personalize the message, making it more relatable and engaging for the reader.
The five W's and H
The article is structured around answering these fundamental questions about student mental health and well-being initiatives at the University of Michigan:
Who: Focus on the students benefiting from the wellness programs.
What: Detail the specific actions taken by the university.
When: Emphasize the current and ongoing nature of these efforts.
Where: Set the scene on the University of Michigan's campus.
Why: Highlight the importance of these initiatives for student success.
How: Explain how these initiatives are implemented and backed by donor support.
Emotional appeal and social proof
The 'ask' comes at the end of the article, strategically well-placed. It is a short paragraph that leverages emotional appeal and is strengthened by social proof.
And to top it off, you will see the donation button with a contextual call-to-action text.
Example: "The Right Stuff"
In the article "The Right Stuff," the most prominent copywriting technique is Storytelling combined with elements of The 4 Ps (Promise, Picture, Proof, Push). Here's how these techniques are used:
Storytelling
Narrative Focus: The article centers around Tony England's remarkable career and contributions to the University of Michigan-Dearborn. It weaves in personal anecdotes and significant moments from the event celebrating the naming of the Engineering Lab Building. The narrative highlights his journey from NASA astronaut to a pivotal figure in engineering education, making the story inspirational and engaging.
Emotional Connection: By sharing England's emotional reaction to the building's naming and recounting his leadership in the project, the article connects readers emotionally to his legacy and his impact on the university and its students.
The 4 P's (Promise, Picture, Proof, Push)
Promise: The article implicitly promises that the Tony England Engineering Lab Building will continue to be a cornerstone for cutting-edge research and education, benefiting future generations of engineering students.
Picture: It paints a vivid picture of the event, describing the unveiling of the building's name, the presence of nearly 200 attendees, and the state-of-the-art facilities within the building. This visualization helps readers imagine the event's significance and the building's role on campus.
Proof: The article proves the building's impact and importance by mentioning the substantial donations from notable figures like Regent Ronald N. Weiser and the various labs named after significant contributors. Additionally, it includes testimonials from attendees and supporters, reinforcing the value of England's leadership and the building itself.
Push: While the article doesn't directly ask for donations, it encourages continued support by highlighting the transformative impact of donor contributions on the university's engineering programs and facilities.
The 'ask'
The explicit call-to-action is once more right on the right-side panel.
Bringing It All Together: Applying These Techniques in alumni magazines
Here's how you can blend AIDA, PAS, FAB, BAB, and the 5 W's and H techniques to to create content that resonates with your audience. For instance, AIDA can be used to guide readers from attention to action, or FAB can be employed to explain the benefits of contributing to a new scholarship fund. Integrate storytelling to create emotional connections, making your asks more persuasive and impactful.
AIDA (Attention, Interest, Desire, Action)
Attention: Start with a headline or opening that resonates with alumni pride and nostalgia.
Example: "Remember the impact your time at [University Name] had on your life? Now, you can give back."
Interest: Discuss how the university has evolved and what needs to align with alumni values.
Example: "Since you graduated, [University Name] has continued to lead in research, but we need your support to continue this legacy."
Desire: Create desire by showing how their contribution will directly impact future students and the university's mission.
Example: "Your gift can fund scholarships, ensuring that deserving students receive the same transformative education you did."
Action: Finish with a clear and compelling call to action.
Example: "Donate today to make a lasting impact on the next generation of [University Name] graduates."
PAS (Problem-Agitate-Solution)
Problem: Identify a challenge the university or its students face.
Example: "Many talented students cannot attend [University Name] due to financial barriers."
Agitate: Highlight the emotional and long-term consequences of this problem.
Example: "Without scholarships, these students may miss out on opportunities that could change their lives, and the university loses out on their potential contributions."
Solution: Present the ask as the solution to this pressing issue.
Example: "By contributing to the scholarship fund, you can ensure that financial barriers don't hinder educational excellence."
FAB (Features-Advantages-Benefits)
Features: Describe the specific programs or initiatives your ask will support.
Example: "Our Alumni Scholarship Program offers full tuition support to underprivileged students."
Advantages: Explain how these features directly benefit the university and its students.
Example: "This program allows us to attract top talent from diverse backgrounds, enriching the university community."
Benefits: Emphasize the long-term benefits for the alumni donor, the students, and the university.
Example: "As an alumni donor, you're not just giving money—you're investing in the future leaders who will carry forward the [University Name] legacy."
The 4 P's (Promise, Picture, Proof, Push)
Promise: Start with a reassuring commitment that aligns with alumni values.
Example: "We promise your support will enhance the student experience at [University Name]."
Picture: Paint a vivid image of the positive outcomes of their support.
Example: "Imagine a future where every qualified student, regardless of financial background, can attend [University Name] and contribute to its storied legacy."
Proof: Provide evidence of the program's success or impact.
Example: "Last year, thanks to alumni support, we awarded scholarships to 100 students, many of whom are now leaders in their fields."
Push: Encourage immediate action with a sense of urgency.
Example: "Join your fellow alumni in making a difference—donate today to keep this momentum going."
Storytelling
Tell a story of an alumnus who benefited from similar support and how it changed their life.
Example: "Meet Sarah, Class of 2015. With the help of an alumni-funded scholarship, Sarah completed her degree in engineering and now works at a leading tech firm, giving back to the university by mentoring current students."
BAB (Before-After-Bridge)
Before: Describe the university's situation before alumni contributions or program launch.
Example: "Before we established the Alumni Endowment Fund, many deserving students were forced to turn down their acceptance due to financial constraints."
After: Show the positive change that has occurred because of alumni support.
Example: "Now, thanks to generous donations from alumni like you, hundreds of students have the opportunity to thrive at [University Name]."
Bridge: Explain how continued support will sustain and expand this positive impact.
Example: "With your continued support, we can offer even more scholarships and ensure that [University Name] remains a higher-education leader."
5 W's and H (Who, What, When, Where, Why, How)
Who: Clarify who will benefit from the donation.
Example: "Deserving students from underrepresented backgrounds."
What: Specify what you're asking for.
Example: "We need your help to fund scholarships that make a difference."
When: Indicate when the need is most urgent.
Example: "As we approach the fall semester, many students still need financial support."
Where: State where the impact will be felt.
Example: "Your donation will directly support students at [University Name]."
Why: Explain why their contribution is essential.
Example: "Without this support, many students will be unable to pursue their dreams."
How: Describe how they can contribute and how their donation will be used.
Example: "Your gift will go directly into the Alumni Scholarship Fund, ensuring it reaches those who need it most."
Conclusion: Inspire, Engage, and Motivate
In alumni publications, effectively connecting with your readers is the key to driving action. By mastering the art of storytelling and complementing it with proven copywriting techniques, you can create content that informs, inspires, and motivates. Whether you aim to increase donations, boost event attendance, or strengthen alumni bonds, these strategies will help you craft messages that resonate deeply and achieve your goals.
Now, take these tools and start creating alumni content that doesn't just tell stories but leaves lasting impressions and drives meaningful action.
Good luck!
