Ithaca College – Appeal Featuring Student

Click the image to the right to download the complete sample
TitleAppeal Featuring Student
InstitutionIthaca College
Submitted ByAbigail Scaduto
Assistant Director, Direct and Electronic Mail, Ithaca College Annual Fund
CategoryDirect Mail Appeals
Institution TypeCollege / University
What fiscal year did this effort occur?2018
Description

Direct mail appeal to kickoff FY19 IC Annual Fund solicitations.

What makes this unique

This effort represents best practices in donor centric communications. The letter opens with an attention grabbing sentence and tells a story about one individual, recognizes the impact of the donor's past giving, and includes a targeted ask based on the donor's giving history. The above sample represents one of 39 distinct messages tailored to the recipient based on their relationship with the college and their previous giving history. Recipients included: parents of current students, young alumni, alumni (sample included), parents of alumni, and other individuals. Giving history included: loyal, LYBUNT, SYBUNT, long lapsed, and non-donors.

Primary Goal

Retention and reactivation of alumni 10+ years after graduation. Gifts solicited for the Annual Fund at the participation level.

Outcome

As this effort will continue to show strong performance for the next 4-6 weeks, results are still being evaluated. This effort has already outperformed YTD the previous fiscal year's similar effort. Year-to-date (four weeks after delivery to the Post Office) this effort has resulted in 54.74% of the overall alumni participation goal (59% of goal of the particular behavior segment represented by the attachment above) and an overall 1.39% alumni response rate (15.98% response rate within the particular behavior segment represented by the attachment above).