Auburn University – Student Hardship Fund Appeal Email

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TitleStudent Hardship Fund Appeal Email
InstitutionAuburn University
Submitted ByLisa Lofland
Development Communications and Marketing Specialist
Institution TypeCollege / University
What fiscal year did this effort occur?2019

In spring 2019, Auburn University’s Development Communications and Marketing and Annual Giving teams created an email designed to raise funds for Auburn Cares, a special program within the Office of Student Affairs dedicated to meeting the needs of students in extraordinary hardship circumstances.

What makes this unique

As the Office of Student Affairs is not a school or college, it struggles to find donors with affinity. Appealing to parents and using a narrative form that immediately told a story captured interest and resulted in a high number of donations from a single email.

Exceptionally, one donor who received the email contacted the Student Affairs office and made a $50,000 gift. This donor was a parent of a previously graduated student and had never given before to Auburn University in any capacity until this email appeal. The donor is currently being stewarded and has expressed interest in further philanthropic opportunities.


Overall, the email resulted in 155 gifts totaling $72,335 from 167 donors. Of the 167 donors who were new to giving to this program, 25% were new donors who had never given to Auburn University in any capacity before.

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