2 ways to build and grow alumni donations

1. Tell better stories

Use the data you have to personalize emails. Address recipients by name and tailor content to their interests.

In my case, I played tennis in high school and college. I can't tell you how many generic donation emails and full-color direct mail pieces I've received over the years.

It's not that I don't want to give, but the messaging isn't memorable.

Between work, life, and remembering where my husband put the car keys, these blast calls for donations pale beneath the noise.

But imagine if that email was tailored to me.

Time-saving hack: Use ChatGPT to create the first draft of these emails and direct mail letters.

The secret to great AI messaging: The data in your CRM. It's what makes these AI-generated calls for donation feel 1:1.

The donations are in the details.

You can experiment with tone. And edit to your heart's content.

Here's a sample personalized advancement marketing email I whipped up with ChatGPT:

Subject: Can You Believe It's Been This Long Since the Mount Holyoke Match?

Hi [Recipient's Name],

Wow, time flies, doesn't it? Remember that epic tennis match against Mount Holyoke? 2-6, 6-4, 6-2 – what a nail-biter and an incredible comeback.

Speaking of tennis, I've got a bit of an update and a small favor to ask.

You know how we always talk about the good old days on the court? Turns out, the court's been living in the 'good old days' a little too literally. Yep, they haven't been refinished since we graduated.

Our Women's Tennis Team is out there giving it their all, but they're up against more than just their opponents – they're dealing with lumpy, cracked courts. Not exactly the ideal setup for training champions, right?

Here's where I'm hoping you can help. We're pulling together to get these courts back in shape, and any contribution you can make would be a huge help. It's all about giving these amazing athletes the resources they need to succeed and maybe even pull off a few more of those epic victories.

Ready to help us out? Just click [here] to donate. Every bit helps, and it's all for a great cause.

Let’s keep the spirit alive. Go Cougars!

Best,

[Your Name]

How to Write an Alumni Donation Email in ChatGPT

Be specific. What is the donation for? What is the problem it's solving? What is the call to action?

Prompt copy:

Write a donation email asking for a donation for tennis court upgrades. Courts are barely usable, cracked, faded lines, and the tennis teams are unable to practice and it's impacting their performance. Every little bit counts. Click here to see the new blueprint for our tennis courts. And donate today.

The secret to great emails is personalization and a clear directive. Play with the tone or ask ChatGPT to generate variations.

Example: Not happy with the tone or length? Ask ChatGPT to shorten and rewrite in a more conversational tone.

ChatGPT 4 generated response:

Subject: Support Our Tennis Teams: Help Upgrade Our Courts!

Dear [Recipient's Name],

I hope this message finds you well. I am reaching out to you as a valued member of our community and a supporter of local sports initiatives. Today, I bring to your attention a pressing issue that affects not just the aesthetics of our facilities but, more importantly, the performance and safety of our tennis teams.

Our tennis courts, once a source of pride, are now in a state of disrepair. The surfaces are cracked and uneven, making them barely usable. The lines on the courts have faded significantly, leading to confusion during practice and matches. This situation is not only disheartening but also poses a risk of injury to our players. The impact on our teams' performance has been noticeable and deeply concerning.

We believe in the potential of our teams and are committed to providing them with the facilities they deserve. To this end, we have developed a blueprint for upgrading our tennis courts, transforming them into a state-of-the-art facility that will benefit our players and the community for years to come.

This is where we need your help. Every little bit counts, and your contribution can make a significant difference. Whether it's a small donation or a larger contribution, your support will bring us one step closer to realizing this essential project. We are counting on the generosity of individuals like you to turn this vision into a reality.

[Click here to see the new blueprint for our tennis courts.]

Your support is not just a donation; it's an investment in the health, safety, and success of our tennis teams. Please consider making a contribution today and help us create a facility that matches the passion and dedication of our players.

Thank you for considering this request. Together, we can make a positive impact and keep the spirit of tennis alive in our community.

Warm regards,

[Your Name]

[Your Position]

[Your Contact Information]

ChatGPT 4 generated response:

Subject: Let's Fix Our Tennis Courts Together! ??

Hey [Recipient's Name],

Hope you're doing great! Quick thing I wanted to chat about - our tennis courts are in a bit of a pickle. They're all cracked up, the lines are fading, and honestly, it's a bit of a mess. Our tennis teams are feeling it too; they're struggling to practice properly.

So, here's the plan. We've got this cool blueprint to totally revamp the courts, making them awesome again. But, we need a bit of help to make it happen. Every little bit helps, seriously.

[Click here to check out the new court design.]

If you can chip in, it'd mean the world to us and our tennis players. Plus, you'll be part of making our courts a place we can all be proud of again.

Thanks a ton for even considering it. Let's make our tennis courts rock!

Cheers,

[Your Name]

Bonus: Repurpose your content. Turn this email into a tweet (or whatever X calls them now).

ChatGPT 4 generated response:

?? Court SOS! ?? Our tennis courts are more like obstacle courses right now - cracked & barely usable. ?? We've got big plans to fix them up, but we need YOU! ??

?? Peep our new court designs:

[Link to blueprint]

Every bit helps! #TennisCourtRevival #CommunitySupport #ServeItUp

?? Chip in and let's bring our courts back to glory! #TeamEffort #CourtUpgrade

@us: [Your Twitter Handle]

Donate here: [Donation Link] ????

#LocalSports #MakeADifference

Salesforce Marketing Cloud makes data-informed marketing campaigns possible. And I highly recommend it because of the level of personalization you can achieve.

If you don't have Salesforce Marketing Cloud, you can still take these actions to make your messaging convert.

1. Personalize with a Universal Touch: While the email may not be tailored for each person, make sure it resonates with the shared interests of your audience. For instance, if they are alumni, focus on the nostalgia and pride associated with your school.
2. Visual Engagement: Include photos of the team in action. This adds a face to the cause and makes it more relatable.
3. Athlete Stories: Share stories of the individual athletes. Highlight their achievements, challenges, and aspirations. Personal stories can create an emotional connection and get readers more invested in giving.
4. Transparent Plans: In this example, link detailed plans for the new courts. This transparency shows donors exactly what their contributions are going towards and reinforces the tangible impact of their donation.
5. Progress Updates: Clearly communicate the financial goal, if there is one. Show the amount already raised and the remaining target. This shows progress and instills a sense of urgency.

Giving should feel personal. Make the reader feel like a valued part of your school's journey and success.

KPIs to track:

Open rate

Open Rate = (Number of Delivered Emails / Number of Opens) × 100%
        

Click-through rate

CTR = (Number of Delivered Emails / Number of Clicks) × 100%        

Donation conversion rates. A formula to consider:

Donation Conversion Rate = (# of Donations / # of Email Recipients) × 100%         

2. Write a clear call-to-action (CTA)

Here are some best practices for CTA button text and colors.

Copywriting Do's and Don'ts for CTAs

Do's:

1. Be clear and concise: Use simple, straightforward language. Your CTA should immediately convey what action you want the reader to take.
2. Use action verbs: Start your CTA with verbs like "Support," "Donate," "Join," or "Help" to prompt immediate action.
3. Create a sense of urgency: Words like "now" or "today" can motivate quicker responses.
4. Highlight the value: Explain what benefits the action will bring, like "Support Future Leaders" to emphasize the impact of donations.
5. Personalize where possible: Tailor the CTA to the audience segment you’re addressing. For alumni, referencing their time at the institution can be effective.

Don'ts:

1. Avoid jargon: Keep your CTA accessible to everyone.
2. Don’t be vague: A CTA like "Click here" lacks context and purpose.
3. Avoid overwhelming the reader: Stick to one primary CTA per email to maintain focus.
4. Don't mislead: Ensure the CTA accurately represents the action or outcome.
5. Don’t Use passive language: Passive tones lack the urgency and clarity needed for effective CTAs.

ADA Compliance and UX Best Practices for CTA Buttons

1. Color contrast: Ensure high contrast between the text and the button color for readability. Tools like WebAIM's Contrast Checker can help.
2. Descriptive text: Use alt text for CTA buttons in HTML emails so screen readers can describe them to visually impaired users.
3. Accessible font size: Use a readable font size, typically no smaller than 16px for digital content.

If you're using Chrome, you can add the Accessible Color Picker extension here.

CTA Button UX Best Practices:

1. Button size: Make sure the button is large enough to be easily clickable, especially on mobile devices.
2. Clear design: The button should stand out but still fit with the overall design of the email.
3. Responsive design: Ensure the CTA button is clearly visible and functional across different devices and email clients.
4. Strategic placement: Place the CTA button in an easily noticeable spot, typically after the compelling message or offer.

Incorporating best practices into advancement marketing

In advancement marketing, where the goal is often to drive donations, here are some specific CTA button tips.

• CTA copy: Use direct, emotionally resonant language like "Join us in shaping the future - Donate today."
• Design for impact: Use school colors for the CTA button to evoke a sense of belonging and nostalgia. (Be sure to follow the contrast rules mentioned in the section above).
• Strategic placement: Position the CTA after a compelling story or statistic about the institution's impact.

Example: Write a CTA like "Support Future Leaders Now" with a direct link to your donation page.

KPIs to track:

Monitor the CTR of CTAs and subsequent donation rates. Here's the formula:

CTA Click-Through Rate = (# of CTA Clicks / # of Emails Delivered) × 100%        

Small Shifts, Big Alumni Donations

In my experience, people get overwhelmed when they try to do too many things. My advice is to create a plan. List all the tactics, but then pick one or two to get right.

Don't boil the ocean. Start small, start strategic, but most importantly, start.

There's plenty of more inspiration where this came from. Follow us to stay in the loop.

By the way, these tactics don't just apply to advancement marketing offices. Any nonprofit can adapt them to their giving campaigns.

Speak to an Advancement Marketing Expert

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