We know that LYBUNT retention is one of the most important things schools can do to maintain and grow their base of support. With Smart Appeals for Anniversary donors, you’re able to view lists of donors who are up for renewal next month, this month, and donors who just lapsed. Not only will GiveCampus’ Smart Appeals help build these lists for you, but you’ll also be able to send hyper-personalized solicitations en masse to encourage renewal.
This article will walk through best practices and sample language for those Smart Appeal emails.
But, don't forget to go back to the basics and learn more about importing data and leveraging Smart Appeals!
General Best Practices:
- Keep It Simple & Direct: Keep this focused on what is special about this type of solicitation: it's based on their anniversary and the importance of regular support. Don't write a novel, but remind them that it's been a year and why on going support is important.
- Be Personal: Consider writing this in the voice of your annual giving director -- not the institution. Donor receive many one-to many solicitations from the school, try to make this one feel a little more personal with the tone and signatories. Make it feel like you personally are reaching out with a reminder about their anniversary.
- Don't 'Thask': Don't thank the donor, and ask them for another gift in the same breath. Save your 'Thank yous' for true stewardship pieces! You can remind them of the impact of giving more broadly without 'thasking.'
- Set Up Templates & Adjust for Topical / Timely Content: Set up your upcoming, current, and anniversary email templates to be broad and usable year round. Then, when you send emails each month you can adjust for more timely content. For example, you might reference the nostalgia of going back to school during September, OR you might adjust the language and custom link to reference Giving Day in the spring.
Sample Language:
Upcoming:
Subject Line: Time flies!! It’s been almost 12 months! 🤯
Hi $DONOR_NAME$!
Next month will mark 12 months since your last gift to [SCHOOL NAME]! We think it’s pretty amazing that so many members of the [SCHOOL NAME] community choose to give every single year – our students count on you. This ongoing generosity is SO important to our students as it provides reliable funding and the resources they need to grow and thrive.
Celebrate your gift anniversary early and keep your annual streak going: $CUSTOM_LINK$
- Last Gift Date: $LAST_GIFT_DATE$
- Last Gift Amount: $LAST_GIFT_AMOUNT$
- Last Gift Designation: $DESIGNATION$
$CUSTOM_LINK$
Consider a monthly gift to provide ongoing support to our students!
Thank you!
Franny Fundraiser
Director of Annual Giving
Demo School
P.S. If you have any questions about the impact of your last gift, let me know! I’d be happy to share more specifically how those dollars have been used.
Current:
Subject Line: $DONOR_NAME$ ➡️keep your annual streak alive! 🎉
Hi $DONOR_NAME$!
This month marks 12 months since your last gift to [SCHOOL NAME] – Happy Anniversary!! Consistent, annual donations provide important resources that our students rely on year after year.
Keep that annual streak going and be a donor again this year!
- Last Gift Date: $LAST_GIFT_DATE$
- Last Gift Amount: $LAST_GIFT_AMOUNT$
- Last Gift Designation: $DESIGNATION$
$CUSTOM_LINK$
Consider a monthly gift to provide ongoing support to our students!
You're the best! Thank you.
Franny Fundraiser
Director of Annual Giving
Demo School
P.S. If you have any questions about the impact of your last gift, let me know! I’d be happy to share more specifically how those dollars have been used.
Lapsed:
Subject Line: We miss you!
Hello $DONOR_NAME$!
Last month marked the anniversary of your last gift to [SCHOOL NAME]. Loyal donors are SO important to our community, and we miss you!
Consistent, annual support from donors like you provides essential resources to passionate, deserving students – unlocking an amazing educational experience and relieving burdens for those who are facing financial hardship. We hope you’ll consider making a gift again this year.
Can we count on your support? $CUSTOM_LINK$
- Last Gift Date: $LAST_GIFT_DATE$
- Last Gift Amount: $LAST_GIFT_AMOUNT$
- Last Gift Designation: $DESIGNATION$
If you have any questions about the impact of your last gift, let me know! I’d be happy to share more specifics about how those dollars have been used.
We hope you'll be amongst our community of donors again this year.
Thank you!
Franny Fundraiser
Director of Annual Giving
Demo School
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