Babson College
| Audience | General |
|---|---|
| Purpose | Appeal |
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| Description | For FY22 we reimagined the email version of our draft honor roll appeal which is aimed at both retention and reactivation as we have seen declining response to this piece over that last several years. This email was sent to all lapsed, lybunt and sybunt alumni without an FY22 gift on file yet and segmented based on the area of campus they designated their most recent gift (The Fund for Babson, Athletics, Scholarship, Student Life, Centers & Institutes, and our emergency funds). This followed up a class-based draft honor roll sent via direct mail. We had been hearing from both alumni and internal stakeholders that we wanted appeals that better explained the impact of giving or at least how the funds were being used, which is why this focused so much on areas of support. Overall, we raised $3,595 from 21 donors which was a 0.14% response rate and fell well below our expectations. |
| Submitted By | Aine McAlister - Sr. Associate Director, Annual Giving Marketing |
| Year | 2022 |
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