Challenge
With rising postage and production costs our client was skeptical of direct mail as an acquisition tool. They had had some small success acquiring donors online, but that program wasn’t keeping up with house file attrition. At our urging, the org’s leadership approved a 35,000 piece trial DM Acquisition campaign.
Solution
While most Catholic orgs with big budgets rely on premium packages to build their donor base, we opted for a different approach: appealing to prospects as a small and humble operation with limited resources. To avoid a mass marketing look, we created a carrier envelope that emulates personal correspondence: close-faced carrier, personal name and address label from the executive director, a string of stamps with postal cancellation, etc. Rather than focusing on far-reaching accomplishments of the org, the letter highlighted, in first-person narrative and via big photos, the situation and needs at a single orphanage in the DR Congo. Everything about the package was designed to convey the reality that this was a small operation – rich in faith and commitment, but poor in resources – not a massive fundraising machine. The goal was to leave every prospect feeling that their decision to support – or not – was vital.
Results
It worked! The test broke the 2% mark and achieved the rare DM feat of not only breaking even, but making net money – $4.74 per donor – in acquisition. And because these donors were acquired with a non-premium package, they are mission-driven (not freemium-driven) supporters. They came in with a strong avg gift of over $30 and they renew well, providing the org with a path to reinvigorate their file.
