University of California, Berkeley – Renewal Appeal with Giving History

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TitleRenewal Appeal with Giving History
InstitutionUniversity of California, Berkeley
Submitted ByLaurence Diaco
Marketing Program Manager, Direct Response Marketing, Annual Programs
CategoryDirect Mail Appeals
Institution TypeCollege / University
What fiscal year did this effort occur?2017
Description

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.

Primary Goal

The primary goal in this effort is retention and renewal.

Outcome

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.