UNC Chapel Hill – Second Ask Appeal

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TitleSecond Ask Appeal
InstitutionUNC Chapel Hill
Submitted ByLennon Brooks
Director of Annual Giving
CategoryDirect Mail Appeals
Institution TypeCollege / University
What fiscal year did this effort occur?2019

In fiscal year end in FY19 we sent a second ask solicitation to individuals who had renewed their gift to some, but not all, of the areas they supported the previous year.

What makes this unique

Second ask solicitations can make some institutions leery, but we are aggressive in our approach--especially when we can benefit our schools/units across the university by helping them renew unrenewed donors through a personalized, donor-centric approach. As a central office we are uniquely positioned to deliver to our donors a full history of their giving and an inclusive ask to renew to unrenewed areas as the fiscal year ends. These donors responded, often designating to multiple areas through this central appeal. This component of our comprehensive fiscal year end strategy originated in FY19 and will remain in FY20;.


This marketing effort included 1,815 individuals--all who had given to multiple designations in FY18, and who had renewed to at least one but not all of those designations in FY19. The response was significant, with 109 total respondents (6.01% response) and $19,090 in total revenue (an ROI % of 811%).