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|Title||Scholarship Fund Appeal|
|Institution||University of Missouri - St. Louis|
|Submitted By||Maura Connors|
Director of Annual Giving
|Category||Direct Mail Appeals|
|Institution Type||College / University|
|What fiscal year did this effort occur?||2018|
We present ways for donors to make their goals a reality; to see their values come to life on campus. Our fundraising priority is scholarships and feature a scholarship student in our appeals. We are specific with our call to action, convey the urgency, and define the donor's impact.
|What makes this unique|
We are making a deliberate shift away from messaging that tells our donors how great we are and what they can do to help us or make us even greater. Instead we are using the power of telling the story of one (student in this case) with the donor as the protagonist. When we stop talking about ourselves and our mission, we create space for the donor to see that giving to us allows her to see her philanthropic mission become reality on our campus.
Our primary goal is retention and reactivation, along with leadership giving.