In December 2024, the Yale Alumni Fund ran a four-day email solicitation campaign in which we offered donors a choice: a gift of swag or we would match their donation. The email went out to alumni who had donated in the past. We sought to quickly close our donor gap, while also collecting data on donor preferences. The results narrowed our gap significantly, netting 273 donors and $89,000. The return on investment was extremely high given the limited use of staff resources.
From the Judges
The This or That campaign was a highly effective and innovative way to engage alumni, with the tiered matching strategy driving substantial response rates.
