Leadership Donor Invitation Email Campaign
This fall we launched a new email campaign with the goal of generating leadership level gifts. The campaign leveraged membership in our leadership giving society, the Carrie Tower Society. The audience was all prospects with ask amounts over $1,500 and the campaign included two emails: the first email designed as a formal “invitation” to join the Society with a qualifying gift of $1,500+ that outlined the benefits of membership and the second email designed as a “fake forward” of the invitation from a Brown Annual Fund Co-Chair reinforcing the invitation and expressing our hope that they will choose to join the society with their gift, making it appear like more a personal outreach. This has been our most successful single leadership giving email campaign, generating over $180,000 and 60 new members of the Carrie Tower Society. It has also served as a wonderful discovery tool, highlighting prospects who were not already on our radar for individual outreach.