Auburn University – Pre-Populated Loyalty Society Mailer

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TitlePre-Populated Loyalty Society Mailer
InstitutionAuburn University
Submitted BySusan Cowart
Director of Parent and Annual Giving
CategoryDirect Mail Appeals
Institution TypeCollege / University
What fiscal year did this effort occur?2018

We are using a simple personalized letter instead of a fancy four color piece, which costs less. We personalize with last allocations, not just their degree information. Donors seem to correct contact information if printed, but they will not fill in the blanks when asked.

What makes this unique

When graphics and bold images seem to be better, a simple letter ask still does the job. We are using simple text emails, one page personalized letters, and having the annual fund director sign the appeals - and it is working.

Primary Goal

Our primary goal is donor retention. We are also focusing on being donor centric, as personal as possible, and being timely in our appeals - and it works.


Our anniversary appeals raise over $400,000 a year, and pre-populating contact information yield 75% more updates.