Babson College – Calendar Year End Appeal
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|Title||Calendar Year End Appeal|
|Submitted By||Mike DeGuglielmo|
Associate Director, Annual Fund Programs
|Category||Direct Mail Appeals|
|Institution Type||College / University|
|What fiscal year did this effort occur?||2017|
This calendar year end appeal was an appeal from our President at the close of calendar year end, with 8 segments, the President's Society (leadership annual giving society) is attached.
|What makes this unique|
This effort was unique in that it blended high level institutional messaging from our President with a personalized call to action to constituencies based upon their giving history.
The goal of this effort was to boost participation, with a custom message depending upon constituency (leadership donor, alumni, parent) and donor history (LYBUNT retention, SYBUNT and lapsed reactivation, non/never acquisition).
We had varying degrees of success based upon segment, however our fall LYBUNT group was particularly successful with a 4% response rate.