Colgate’s Missing Torch Lapsed Donor Appeal

Posted on 11/03/2019

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.

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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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