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|Title||Life Membership Program Appeal|
|Institution||Texas State University|
|Submitted By||Kathryn Arnold|
Assistant Director, Alumni Engagement
|Category||Direct Mail Appeals|
|Institution Type||College / University|
|What fiscal year did this effort occur?||2020|
Life membership program appeal to those who are "almost there" in reaching the cumulative giving threshold for the program. We targeted those who were within $250 remaining from the overall $1,000 needed to join the program. Merge fields customized the remaining amount per constituent
|What makes this unique|
The Forever Bobcats program is new, after we stopped annual memberships in 2019, so it was an effective "unveiling" of the new opportunity for a group of alumni who were previous donors but not yet life members (so already somewhat engaged). It helped generate excitement in a way we were lacking for some time.
We continue to receive responses on the appeal, but overall 1.8% of our mailing list became Forever Bobcats due to the appeal. We saw a large increase in gifts to the priority fund, as well, during that time even if they didn't become Forever Bobcats.