| Higher-Education Direct Mail |
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This direct mail letter was part of a larger lead letter campaign, comprising 14 different letters based on target segmentation. September XX, 2008 ((NAME)) Dear ((NAME)), Finding the right college for your child is a critical decision – if you’re like me, it’s harder for the parents than the child. You want your child to go somewhere they’ll be kept safe and nurtured while being empowered to meet their potential. That’s why I’m so pleased to share my story about how my daughter, Tracy, and I found the perfect fit for her at (Name of) University. Tracy was looking for a school that was small enough that she felt at home – but not too small, and not too close to home. She wanted a school she could become part of, where she could make an impact. I’d like to personally thank you for your generosity in the past. Your contribution makes it possible for students, like Tracy, to attend college and get a great start on their careers. Soon, you’ll receive an important phone call from a (University) representative. I ask that you listen to what the caller will tell you about the vital role you can play with your continue support to the University’s Annual Fund. Our first visit to (University) impressed us from the start. Tracy was able to talk to a biology professor to learn more about her options for graduating with a degree in the medical field. We weren’t sure if Tracy would be able to get a spot in the Physician Assistant program, as it was already filled, but everyone said they’d work with her so that she could transfer into the program after proving herself as a pre-med student. After we returned home, a (University) admissions counselor came to our home town to meet with us and get to know Tracy. Her name was Kim and she obviously loved (University) and had a wealth of information to share. After that meeting, Tracy said to me, “Dad, this is the place. If you’re OK with it, I want to go to (University)!” What cemented our knowledge that (University) was the right school was at orientation. Picking us out of a sea of students and parents, Kim came running over to us, across a grassy field. Four spots were open in the P.A. program and one of them was Tracy's. That type of caring and attention floored me – and it set the tone for the next three years. Every step of the way, there’s been that personal touch. When Tracy's grades slipped just a few percentage points from an A to a B – in anatomy, no less – her academic advisor contacted us to see if there was anything the school could do to help get her back on track. As students grow academically, they also grow individually. Students at (University) give back. From community service to serving on student activities and leadership boards, (University) encourages students to make an impact on the campus and community. It is this emphasis on giving back that I believe transforms our children into dedicated, contributing adults. I’m certain that all parents have some trepidation about paying for college. It gets harder every year for families to carry the full burden of tuition. Tracy received scholarships for her academic work and the leadership qualities she demonstrated in high school. It meant a lot for her to be recognized at both levels. But it wouldn’t have been possible without the generous support of parents, alumni and friends. Like you, I want (University) to be able to provide similar opportunities for future generations. To this end, (University) recognizes the financial challenges of college and provides financial aid to ninety percent of its students. That kind of commitment only happens when people like you show your support. Most helpful and meaningful would be your gift of $1,000, which would go a long way in closing the tuition gap for students. Gifts from alumni, parents and friends help make a (University) education possible for every student who qualifies. I feel there is no greater gift than to give young people the chance to strengthen their character as well as their academic performance. Your $500 gift would play a significant role. All students are assigned an academic advisor to help them in their course of studies and keep track of their progress. If help is needed, tutoring is available. That personal attention is just one of the ways that (University) helps students succeed. If a $250 gift is more in keeping with your household budget, it would provide books, supplies and the necessities of academic life for students receiving financial aid. Every student on campus benefits when you include (University) in your annual giving plans. Whether it’s $1,000, or $100, or $50 or whatever your best level of giving may be, you can be sure that (University) will use your gift to provide an excellent, broad-based education to students from all backgrounds and economic levels. I genuinely thank you in advance for your generosity and support for the University. I am thrilled that my daughter has been able to enjoy the opportunities she’s found at (University) and am confident that she, like your child, will cherish (University)'s exceptional faith-based education. I look forward to assisting generations of students to enjoy the same opportunity by making a gift to the Annual Fund. Sincerely, Letter Signer
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