Organizers of York's telemail fundraising program, which supports York's National Campaign, decided to use a personal approach, rather than just asking for donations. The result? Callers have raised $2.1 million in cash and pledges for 1996/97, says development officer David Petis.

    "Ninety-nine percent of donors wanted their gifts designated to the government's match program, as opposed to directing their money to libraries, or capital equipment, etc.," says Petis.

    Under the Ontario government's matching funds program, all monies pledged or donated were "matched" by the government (the program ended March 31, 1997). The money goes directly to help fund student scholarships, bursaries and awards by setting up endowed funds.

    Petis attributes much of the program's success to the support of alumni like Margot Franssen (BA'79) president and partner The Body Shop Canada, who wrote introductory letters. The letters were mailed to prospective donors before student fundraisers called York alumni about their donation. "Letters made our calls more personal," says Petis. "And Margot has such a huge recognition factor that I think it really helped our efforts. People identify with what her company is doing. They identify with her as an alumnus. She has a lot of credibility, as does her company because of its corporate philosophy."

    Petis says York student callers didn't just ask for money. They gave donors something too -- their time and attention. "When we called potential donors we took the time to ask them what they needed to know about York. We gave them information. We made sure they were getting copies of our University magazine, Profiles. We made sure their alumni records were up to date.

    "Margot gave her support to our telemail program precisely because we used a personal approach, rather than just 'cold call' for money," says Petis. "She wanted us to build relationships. It worked."