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The Secret Sauce
Susan and Scott Hawkins
Email communication was key to achieving a class best of 53 percent participation.
Photo by Susan Young
When asked to lead his class's 30th Reunion Gift participation efforts, Atlanta-based real estate developer Scott Hawkins was up for the challenge. Partnering with other class leaders, Hawkins says they "took the assignment seriously, crafted a plan, and spent the necessary time to implement it."
That planning paid off: The Class of 1982 raised $24.4 million, exceeding their goal and establishing a new 30th Reunion gift record. With Hawkins as participation chair, the class achieved an impressive number of gifts and reached 53 percent participation—class best.
A notable aspect of their efforts, says Hawkins, who heads The Hawkins Companies, was a reliance on email instead of phone calls or letters. "This might have been the secret sauce of our success. Let's just call it electronic shoe leather."
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