Mount Saint Mary College – Fall Appeal Letter

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TitleFall Appeal Letter
InstitutionMount Saint Mary College
Submitted ByMargaret Treacy
Director of Annual Giving
CategoryDirect Mail Appeals
Institution TypeCollege / University
What fiscal year did this effort occur?2018
Description

As a graduate, I understand our market and was happy to share my story. I stressed the importance of giving as a participation number as opposed to the dollar amount. I included a flyer about what $25 donation does for the school.

What makes this unique

This effort was unique because of my relationship with the school. My goal was to say that donations do not have to be high. It can be $5 and this can make a difference. Every alumnus is welcome to come back and I hope they do.

Primary Goal

My goal was participation. I wanted the staff to read about how they have impacted my career. I wanted those departments to be acknowledged, so our alumni can reminisce on how these services helped them too.

Outcome

We saw a tremendous increase in alumni donors. We had 46 alumni donors in September 2018 and as of October 24, we are now up to 166 donors. We saw a dollar increase of nearly 28% from the year prior.

Other Comments

Alumni are always welcome back. We understand that after graduating some struggle. It doesn't matter whether they graduate a month or 25 years ago - we will always provide support, career guidance and networking events to all alumni. Having this letter from an alumna who has taken advantage of these services, it was more sincere than a letter asking directly for money.