Princeton Theological Seminary Fall Appeal

OTM has partnered with Princeton Theological Seminary for nearly a decade. Initial work began with the Department of Advancement and Annual Giving. Our team’s success advanced partnerships with seven other departments throughout the institution. Within this scope of work, we are responsible for managing the Annual Fund consisting of multiple outreach initiatives.

The Process: OTM met with the Senior Director of Advancement and Annual Giving to review fundraising goals and vision for the fiscal year. Reviewing previous success and areas for improvement, we discussed imagery, creative concepts, must-haves and input from management. OTM brainstormed internally to provide options for the fall appeal outreach.

The Concept: The fall appeal served as the initial direct mail communication. Several other touches followed throughout the fiscal year to the same pool of alumni and past donors. This included two additional mailings to non-responders and promotional items for donation incentives.

The Execution: The first touch in November, the fall appeal, consisted of 17,500 alumni and other seminary contacts. The target audience was split into two main groups, with 15 categories in each group encompassing 27 different letters/signors and four ask string levels. Letters and content were specific to prospect interest, alumni class and other meaningful variables to help prompt response.