The report was addressed to all the various contributors to the University and its colleges and for the first time to the entire alumni constituency of 180,000 people.
The aim was to explain how the money raised has been spent so far, what it will be spent on and to encourage more alumni to contribute. Different people see Oxford in different ways and research made it clear that evoking nostalgia was the most likely emotion to prompt a contribution from alumni. For a wider audience,
it was clear that people’s aspirations for Oxford’s future were more important. Everyone wanted Oxford to continue being a bastion of freedom of thought and to continue to be one of the world’s most illustrious universities with a 900 year old tradition of always being ahead of its time.
We saw two tasks. The first was to find the right balance of ingredients that would epitomise Oxford to this diverse audience and that would encourage people to give.
The second task was to develop Oxford’s style of self-expression from one in which ‘text rules’, into
a more contemporary style - one that recognises that we live in a more image conscious society and that wit and humour resonate with university life. The campaign report produced unprecedented results. Although no financial targets were set beforehand, the report generated over 600 positive responses and £300,000 in donations within three months of publication.