Annual Fund Appeal


Annual Fund appeals might not be sexy, but they *do* generate critical funds for the organization. Oftentimes, donors don’t understand what an annual fund is or why it’s important, so this letter and supporting pieces tried to explain why giving to the annual fund is important, and what the donor’s gift helped support.


This appeal was segmented for nine (9) unique audiences, each with a specific message that was targeted to the reader’s relationship with the school as well as their approximate time of life (e.g. planned giving information for older alumni, event information for current families). The total reach was about 1,800 people. In combination with an e-appeal series and postcard follow-up, the school generated more than $100,000 for their annual fund through this appeal.