For decades, colleges have reached out to their alumni on a regular basis to raise funds for capital projects such as building renovations, new equipment for the school and athletic programs. While raising funds is a regular activity among schools of all sizes and types, educational institutions both succeed and fail in their ongoing alumni fundraising efforts. The last thing you want to do is be on the failing side of that story.
In order to help you stay on the “winning side” of your fundraising efforts, we have put together three of the most effective direct mail campaigns for alumni fundraising that will increase your chances of meeting your goals on a continuing basis. Take a look below to learn how to increase your alumni interaction and level of giving thanks to the power of direct mail.
Fundraising Events
When planning an alumni fundraising event, a personalized invitation is more likely to be read and kept by the recipient as opposed to a regular event invitation. Plus, since you are not directly asking for money, this is a good way to get the alumni to donate at the event. Here are some popular events to raise funds from alumni:
- Sporting Events – Invite your alumni members to enjoy complimentary food and drink before the game in a special section or a VIP tent. They can mingle before the game and they will be a good audience for a raffle or another fun challenge that raises money.
- Homecoming – This is an ideal opportunity to use multiple alumni fundraising ideas over a period of several days. The alumni will be in a nostalgic mood thanks to the homecoming game so you can plan dinners, wine tasting events, attending a football practice and a gathering after the game to wrap up the homecoming weekend.
- Alumni Night Out – Give your alumni a night they won’t forget with a special night dedicated to them. Charge a minimal fee for the event and let them know in advance you will be accepting additional donations throughout the evening. By setting up easy to spot tables and booths, the attendees can donate when the mood strikes them.
Handwritten Notes
A direct mail campaign that includes a handwritten note has an almost 100% chance of being opened and read by its intended recipient.
Why?
The personalized touch is perceived to be valuable and intimate by the recipient. It helps you stand out and generates a larger positive emotion as they think about their history at the school. You can also simply include a few handwritten words on a typed letter or write the name and address of the recipient, by hand, onto the envelope.
Do not worry if the scale of this task seems to be more than your alumni relations team can handle at the moment. The handwriting of the direct mail can be outsourced to a professional direct mail company that is experienced in performing this task.
Raffle Tickets
Everyone loves the lottery and the idea of winning a large sum of money. Raffles are no different because people can still win money (and they have better odds).
The good news about raffles is that few people do this fundraising idea because of the requirements that must legally be met to send raffle or lottery tickets through the mail. Your direct mail campaign will stand out from other mail they receive since it will be unique and attention grabbing.
You must follow the guidelines established by the USPS in order for your raffle to be legal. Tickets for raffles are considered to be lotteries if they incorporate the elements of prize, chance and consideration. As long as you eliminate one or more of these elements from your promotion, it is no longer considered to be a lottery. For example, use the words “suggested donation” before the suggested price of the ticket.
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