a. Write a message for your school website. Imagine that you’re working for your college’s alumni office. You’re asked to write text for the website about donating to the school. What will you emphasize, and how will you encourage alumni to donate? Compare your final text to your school’s website.

b. Write a direct mail message to alumni who have donated $500–1,000. Now write an email to people who have donated in the past. Think of ways you can tailor your message to this group.

c. Write a message to recent graduates. Now consider a different audience: students who graduated within the past three years. Write a message to this group. How will you tailor to this audience? What medium will you use for your message?

Compare messages in small groups and focus on the decisions you made for the different audiences.