Cardigan Mountain School – "For the Boys" Appeal

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Title"For the Boys" Appeal
InstitutionCardigan Mountain School
Submitted BySarah Smith
Director of Annual Giving
CategoryDirect Mail Appeals
Institution TypeIndependent School
What fiscal year did this effort occur?2017

This was our case statement for our fall appeal in 2017. We also included a hand-signed letter with the piece. This was the first time we introduced the concept of People, Programs and Traditions in hopes to connect with and capture donors interests.

What makes this unique

Previous annual fund mailing efforts had been focused primarily on the boys. Although current parents make up around 60% of Cardigan's annual fund it's important to appeal to other constituentcy groups like alumni, etc. It is also important to capture donor interests in order to begin customizing content in the future and for stewardship efforts.

Primary Goal

Retention and acquisition.


We had a great response to this mailing. It was by far our most successful for the year in the amount of gifts that came in.