An Annual Fund Drive campaign should be an important staple appeal in any annual renewal program. Classifying a mailing as an Annual Fund Drive (and follow-up) taps into a donor’s understanding that this is your most important fundraising drive of the year. And you make a big point of this in the copy. To supercharge the Foundation’s Annual Fund appeal, the package included colorful, emotionally-charged name & address labels and a personalized notepad with patriotic graphics and quotations. Letter copy reminded donors to think about the enormous sacrifices of our fallen patriots as they use the “no-obligation” gifts enclosed. The combination of a proven marketing technique (Annual Fund Drive) with the two upfront “freemiums” proved to be a winning renewal appeal for this client, helping to provide more college scholarships to deserving kids who have lost a parent defending our country.