Birmingham-Southern College – Parent Chair Purchase Appeal

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TitleParent Chair Purchase Appeal
InstitutionBirmingham-Southern College
Submitted ByLauren Tennant
Assistant Director of Annual Giving
CategoryDirect Mail Appeals
Institution TypeCollege / University
What fiscal year did this effort occur?2021
Description

Direct mail piece sent to current parents and parents of graduates who donated previously. Prospects had the opportunity to purchase a single, personalized Adirondack chair for $250 each.

What makes this unique

By offering a personalized project tied to a tangible item, we increased parent interest in the fund. Parents had the option of including "In Honor Of" or "In Memory Of" on their plaque, and many parents choose to purchase more than one chair.

Outcome

Our goal was to raise funds for 50 personalized Adirondack chairs; we finished the fall semester with 89 funded chairs. This exceeded our goal by 78% and raised over $20K.