Babson College – "We Want You Back" Past Donor Mailing

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Title"We Want You Back" Past Donor Mailing
InstitutionBabson College
Submitted ByMike DeGuglielmo
Associate Director, Annual Fund Programs
CategoryDirect Mail
Institution TypeCollege / University
What fiscal year did this effort occur?2018

This “ugly betty” themed mailer included more graphic element and was personalized with giving history. It was sent to LYBYUNTS, SYBUNTS, and lapsed donors.

What makes this unique

While not unique to Babson, this "We Want You Back" appeal was innovative for our annual fund in that it was a move away from traditional letter appeal to a more graphic appeal containing student testimonials and personalized donor giving histories.

Primary Goal

To increase participation by retaining LYBUNTS and reactivating SYBUNTS and lapsed donors.


The appeal yielded a 4% response rate from our general LYBUNT segment, 1.2% response rate from our general SYBUNT segment, and 6% response rate from our President’s Society (leadership annual donors)

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