This LYBUNT anniversary card goes out each month to our donors that are lapsed. The inside cover has open space for our student worker to write a thank you message for their gift last year and asks if they will consider increasing this year.

This helps us to stay focused on our donors from month to month and send a targeted mailing recognizing them personally. It has been very important to have the student note included to have the solicitation come from a current student.

We are most interested in retention of our donors. Donors who are at a higher giving level are not generally sent this appeal card and are instead solicited individually or over the phone.

This has been very successful, however, we did not track it correctly at first so we were unable to tell if it was from a past general mailing or the more targeted approach.

Since we haven't done this for a full year, we did not account for it in our annual plan and needed some time to think through how this complimented our general mailings and being mindful to pull individuals off general mail appeals if they received or will receive the targeted mailing.