Brown University was in need of a new identity for their annual fund. The College Street Group was brought in to handle every aspect of the Brown Annual Fund mailing from database management and design of a direct mail piece to personalized laser imprinting, mailing and fulfillment. After creating an updated logo for the Annual Fund, we approached the direct mail piece in a unique way. We created full color, fold-out "shell" that could be personalized with each alumni's name through laser printing. Each "ask" piece listed denominations starting at the previous year's donation by each particular contributor and built upwards from that point. We offered the alumni an opportunity to match their previous year's contribution. This proved highly effective in obtaining donations that were the same size as the previous year or larger. It also ensured that each alumni "ask" was appropriately based on the previous year's contribution. The Brown Annual Fund was a success.