Annual Appeals

• Subject Line​
  • Short call to action, such as “Renew your support today”
  • How short? No more than 41 characters with spaces (approximately 7 words)
  • Example: “Support [insert name]”
     
• Preview text - the information that appears below the subject line in an inbox
  • It should support the subject line
  • Use 80 characters (with spaces) or less
  • Provides additional information including an urgent call for action
  • Example: “Create rich, immersive, experiential learning opportunities - give today!”
     
• Body text
  • You only have 8 seconds to convey your message
  • Use short body paragraphs and a bulleted list to communicate impact of gifts
  • Bold important keywords
  • Use one call to action button, i.e. “Give Now!”
  • Highlight one fund (unless discussed with CAS MarComm as being a strategic priority to have a maximum of three)
  • Have the most important part of the message visible without scrolling
  • Quickly & simply say what you are asking for, why, and how to give
     
• Word placement matters
  • Highest performing appeals had the fewest words before the call to action (CTA) button
  • Lowest performing appeals had the most words before the CTA button​
  • In FY2020, the top-performing appeal for the College contained 136 words before the CTA
  • In FY2019, that same department’s appeal had 300 words before CTA and raised only $100

• Use images that support your ask​.
• Have a clear call to action​.
• Be inclusive.
• Keep it simple​.
• Design for Mobile.

• Keep the donor journey in mind - why do you want them to support you?
• What type of messages are appropriate for each moment - how can donors best support your mission today?
• Tell a story that your donors will care about

Please contact the Advancement Services team anytime at CASadser@uw.edu with questions or for more information about annual appeals.