SSE Riga Alumni Association: Let's beat Stanford

Campaign details

Client: SSE Riga Alumni Association
Brand: SSE Riga Alumni Association
Agency: DDB Latvia
Category: Product/Service Launch
Country: Latvia

The Stockholm School of Economics in Riga (SSE Riga) is a business school ranked by the Financial Times to be among TOP25 business schools in Europe. In 2011, approximately 11% of SSE Riga alumni had donated to the school within efforts run by the SSE Riga Alumni Association. This result was achieved over several years of active communication campaigns that emphasised the need to provide needs-based scholarships for BSc programme students from less wealthy families. The conventional campaign methods and messages used in the alumni fundraising industry were well applied in SSE Riga, although it was quite clear that they were not likely to bring in more donors, as the industry average worldwide is below 10%. Still, more contributions were needed for scholarships and, in addition, an objective to renovate the main auditorium of the school was put forward.