|Click the image to the right to download the complete sample|
|Title||Renewal Appeal with Giving History|
|Institution||University of California, Berkeley|
|Submitted By||Laurence Diaco|
Marketing Program Manager, Direct Response Marketing, Annual Programs
|Category||Direct Mail Appeals|
|Institution Type||College / University|
|What fiscal year did this effort occur?||2017|
This is our quarterly renewal appeal which asks donors who've made gifts in the last 4 fiscal years to renew their gift. This bill-type appeal lists a donor's giving history and mails four times a year.
|What makes this unique|
This appeal is easy to produce, requires little design and copy/content, and once data is configured and set, it is easy to produce.
The primary goal in this effort is retention and renewal.
Last year Q1 Renewal's response rate was 6.24%, gross revenue was $51,895 from 206 donors; Q2's response rate was 6.01% with gross revenue of $374,891 from 850 donors; Q3's response rate was 3.41% with gross revenue of $41,350 from 105 donors; and Q4's response rate was 2.83% with gross revenue of $39,618.