Branches partnered with InterVarsity to design and execute a yearlong fundraising strategy focused on engaging previous Urbana attendees who had not been communicated with in years. The goal was to reintroduce these alumni to Urbana’s vision and inspire generosity toward Urbana 2025 and the next generation of students.

Working closely with InterVarsity’s internal marketing team, we developed an overarching communication plan that segmented the audience, nurtured warm connections, and sparked compassion for Gen Z’s role in God’s global mission. Over 12 months, we launched five targeted mini-campaigns, combining email marketing and direct mail to activate a previously dormant audience.