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Fundraising Possibility is in the Air

Possibility Is In The Air

The weather is warmer than ever, it’s light out earlier, and before we know it, the first day of spring will be here. Everything feels fresh and new once the weather is warm enough to not wear a coat out of the house in the morning. Don’t you agree? It feels like possibility is in the air.

And with possibility comes the opportunity for fundraising. While this can be a challenging appeal season, it’s also an opportunity to harness that feeling of possibility and be more creative with a campaign in order to bring in the essential funds that support our communities.

Two months ago, in January, I had the pleasure of speaking at the CASE District 1 Conference, introducing keynote speaker Dr. Talithia Williams of Harvey Mudd College. I told the crowd of more than 600 about an appeal success story of one of BCG Connect’s educational partners, Regis College, a university in the Boston area. This campaign was creative, ambitious, and very successful.

Every time I tell this story it tugs on my heart. And since the best fundraising campaigns reach both your head and heart, this is an all-star.

Below is an excerpt of the speech:

A few years ago, Regis launched a campaign to fund the full cost of iPads for all current undergraduate and graduate students. They would be given new iPads upon entering school and when they graduated they would take the iPads along with them on their next adventures.

As we all know, the cost of technology can be a serious hurdle for many young people, and Regis wanted to ensure that all of their students had equal access to this technology, no matter their economic status.

BCG Connect worked with Regis on this campaign to create personalized, targeted, direct mail marketing that honed in on the message of the need for universal and upgraded technology for all students on campus and how donors could make an impact on that need with their donations. Additionally, the campaign focused on prospects under the $1,000 level in order to try to engage that alumni group further.

Approximately 2,500 past and prospective donors were solicited as a part of this campaign.

The appeals had designs and imagery based on the graduation decade of the potential donor and the story was told through an emphasis on the advancements in technology since the donor’s graduation decade.

If you graduated in the 1980’s, you received this appeal – you can see how the photo from is both similar and different from that of the one from with the current Regis students and the iPads:

Regis Comparison iPads

The campaign was so successful that Regis was able to fully fund iPads for their current students long before the close of the campaign. Through those 2,500 appeals, Regis raised more than $51,000. By the close of the campaign, iPads for all future students were also fully funded ensuring that essential education technology would be available to Regis students no matter their financial hurdles and easing one of the many roadblocks students encounter on their way to success.

Our personalized, targeted, direct mail marketing for this campaign helped fuel the school’s fundraising to bring greater technological resources to their community. And since then, all Regis’ undergraduate and graduate students are given a new iPad when entering the school and then take it with them after graduation to keep using as a tool along their journey.

We at BCG Connect are thrilled to have executed this successful campaign with Regis, and so many other campaigns with other educational partners, strengthening their fundraising, and helping their communities in such broad strokes. We truly believe in the investment each of you have in your schools and communities and we look forward to helping strengthen your campaigns in the future.

As we go further into the warm weather, use your past successes to help fuel your creative drive this spring!

Looking for more inspriation? Check out our portfolio for more great ideas and contact us to learn more about how BCG Connect helped Regis strengthened this campaign.

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BCG Staff Writer
Fundraising Appeal Letter Hacks

Stand Out From The Crowd(ed Mailbox): 5 Fundraising Appeal Letter Hacks

Add some muscle to your next appeal letter to help it stand out in a crowded mailbox.

During the holiday season, everything that comes into your mailbox, from bills to credit card offers, are adorned in festive colors and glitter. So, it helps to add something special to an appeal letter to ensure that it will stand out from the colorful crowd.

Have your next appeal letter move into the spotlight, no matter the time of year, by including one or more of these strategies:

1. Include Images in the Letter:

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Adding photos to the body of the letter helps to give a face to the story, to the need, and to the reason a donor is giving. Photos also help engage a reader in the letter by helping them make a personal connection to it.

2. Add a Colorful Buck Slip Alongside the Letter:

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This mailing insert, approximately the size of a dollar bill (which is how it gets its name), provides room for additional graphics, images, and appeal information that can help enumerate the impact of a donation.

3. Use Color and Unique Typography in the Body of the Letter:

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By adding color and typographical emphasis, the reader can easily find the most important parts of your appeal letter. This also helps to break apart larger blocks of text to be easier to read and thus keeps their attention longer.

4. Add Artwork or a Tagline to the Outer Envelope:

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The envelope is an important part of the overall appeal package, but is so often overlooked (both during the design process and once it’s in the mailbox). The design of it helps to encourage the donor to open it.

5. Personalize the letter by including:

  • The recipient’s last gift amount: this helps to remind the donor of how much they previously gave and also gives them a point of reference for another gift.
  • A targeted ask amount: by personalizing the appeal letter with a specific ask for each letter, rather than a general ask, this helps to give the donor an understanding of how they can specifically help.
  • The recipient’s class year: by referencing a specific year, you help remind them of their experiences at the school and the reasons for giving back.
  • Add a P.S. line that repeats the call to action: use this important part of the letter to summarize the entire message – the ask, deadline, and call to action – so that when the reader’s eyes go to the bottom of the page, they have all the information.

What techniques have you used? These 5 ideas are just some of the wonderful strategies available. What have you found to be helpful?

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BCG Staff Writer