Snail Mail

It's not really delivered by snail, but physical mail is still an important part of Alumni Fund outreach.

Sample Snail Mail Solicitations

A hard-copy solicitation letter is a fundraiser's tool that has stood the test of time. While some recipients may throw a mailed letter away, unread and unopened, others open it, read it, and put it on their desk, on their fridge, or generally in the "to do" pile. For this reason, we recommend that each class consider including at least one hard-copy letter in their solicitation plans each year.

All told, during the 2018-19 fund year, 247 solicitation letters were produced across 80 classes, an average of three per class.

Additionally, the Alumni Fund office sends every alum at least one postcard per year, such as:

2018_AF_Kick-off_Postcard_03.pdf

Alumni Fund 2018-19 Kick-Off Postcard

Dec 2018 Postcard.pdf

End of Calendar Year 2018 Postcard

2019_AF_NONDONOR_FEBRUARY POSTCARD_MECH.pdf

Trophy Deadline 2019 Postcard

Consider the following

when writing a snail mail solicitation to be sent from Williams

Segmenting the Class

There are times when a hard copy mailing might be most effective if focused just on those alumni who are likeliest to give, and times when a different mode of communication, such as email, texting, social media campaigns, and personal contacts from classmates might be more effective.

After all, it is the personal connections between alumni -- you, as class agents, and your assignments as prospective donors -- that are the cornerstone of our annual fundraising efforts, not direct mail. We are so fortunate that the goodwill of alumni is so strong, nearly 200 years after the Society of Alumni was founded, and our team is so grateful for your commitment to this work. Talk with your Alumni Fund Development Officer about ways to reach different segments within your class most effectively.

Length of Text

Ideally, the text of your letter fits on a single side of a single page. Please note that class letterhead leaves a printable area that is about 6 inches wide by 8.5 inches long, and you may also wish to leave room at the top for an address block, or at the bottom for hand personalization. Letters are typically printed in Times New Roman, 12 point, though size may be increased for ease of reading for older classes.

If your letter is longer than a single page, make sure it is long enough to look comfortable on the second side without resorting to exceptional or awkward font sizes.

Tone and Content of Text

Your voice, as the person writing the letter, should come across clearly in the text -- both in terms of what content is included and also the tone of the text. The Alumni Fund office may offer some minor suggestions and edits, but our goal is to let your voice shine through as much as possible, as it's you that your fellow alumni are responding to.

That said, there are a few recommendations we make:

Ask your classmates to support Williams through the Alumni Fund. Share why their contribution is important, and why you choose to make your own gift each year.
Ask clearly. Make sure your classmates know the mechanisms for completing their gift:
- by using the enclosed reply envelope to mail in a check
- by going online to give2.williams.edu
- by calling the Alumni Fund office at 413-597-4153
Ask nicely, please.

The Full Package

Solicitation letters typically include a few inserts required to complete a gift, such as a statement of previous giving information and a business reply envelope so the person can mail in a check without having to find or purchase a stamp. See below for this year's inserts.

Letters are typically mailed in a standard #10 size envelope with Williams as the return address. If you are interested in any other arrangements, such as having your personal home address used as the return address, please contact your development officer.

Please note that we will do everything possible to turn around letters for you in a timely manner, and our goal is to do so within 72 hours or less. Any final edits or changes to text may mean it takes longer than that to complete the turnaround.

Available Inserts:

1793 Circle Insert (2018-19)

Designated Giving Insert (2018-19)

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