Colgate’s Missing Torch Lapsed Donor Appeal
Consistent giving is what gives educational institutions and their annual giving programs reliable sources of support year after year. But even the most loyal donors can use a friendly reminder when their giving has lapsed. Colgate University incorporated a symbol from their seal in their “Missing Torch” lapsed donor appeal, which provided a visual display of a donor’s consecutive-year giving history and served as a subtle hint that it’s time to renew.
| Click the image to the right to download the complete sample |  |
|---|---|
| Title | “Missing Torch” Lapsed Donor Appeal |
| Institution | Colgate University |
| Submitted By | Catherine Marhenke Director of Annual Giving |
| Category | Direct Mail |
| Institution Type | College / University |
| What fiscal year did this effort occur? | 2019 |
| Description | This direct mail and email campaign created a visual display of a donor’s giving history. The number of torches varied depending on the donor’s consecutive year’s giving to the University. The torch is pulled directly from the University’s seal, and is deeply meaningful to our alumni. |
| What makes this unique | This effort is unique because it provides donor history in a way that makes it very clear that the donor has yet to renew their gift this year. It also uses imagery that has a deep connection for our alumni. |
| Outcome | Overall campaign secured 131 gifts. |
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