Northwestern College – Fall Appeal Featuring Student

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TitleFall Appeal Featuring Student
InstitutionNorthwestern College
Submitted ByMaggie Hulstein
Director of Annual Giving
CategoryDirect Mail Appeals
Institution TypeCollege / University
What fiscal year did this effort occur?2020
Description

This is our annual "Student Fall Kick Off" letter. It is our largest letter, sent to 6,000 people, & is meant to "launch" our fundraising year while marking the beginning of classes. A student writes the letter and we edit it for printing. It is meant to be "from" the student thus basic & informal.

What makes this unique

Again, it is meant to be "from" the student. That means it is very low budget, it isn't printed on official stationary, and we include a photo of the student for a personal touch. We also don't include a specific number for the ask. The "ask" is also written by the student and I think the donors appreciate the honest appeal verses the more formal and direct ask of other mailings. The simplicity of it makes the outcome well worth it every time and the donors always enjoy the letter.

Outcome

Our donors have always responded well to this mailing. They enjoy hearing from our students in every capacity even if it is passive like a giant mailing. We usually raise anywhere between $30,000 to $50,000. Our current year is not finished.