2014 Gold Awards for Fundraising Excellence Direct Mail (Less Than $10 million) Winners
CCAH mailed a year-end appeal message in mid-October. But entering November 2013, there was still a considerable way to go to meet the organization’s annual fiscal numbers. This award-winning package was mailed on Dec. 12, with just a few weeks remaining in the year. The letter focused on the three remaining weeks to take advantage of a special year-end match (gifts up to $250,000 made by Jan. 30 would be matched).
The appeal generated more than $165,000 net revenue from only 336 contributions, and it did so in a matter of only a few weeks.
Response rate: 16.69 percent
Total cost: $64,418
Income generated: $169,398
Average gift: $51.44
Cost to raise a dollar: $.38
There is just no containing the joy when you open the holiday card that is part of this package, and Ramses the lion roars out a holiday greeting. (Well, just roars.)
The objective of this campaign was both to raise funds, and to thank and engage loyal Tiger Haven donors. The very cool talking card not only features a very lionly greeting from Ramses, but also a special recorded thank-you message from Tiger Haven’s founder and president. There is no denying that the numbers bear out the success of this package. At 16.69 percent response rate, it surpassed the average rate of 2013 donor packages (10.60 percent), and at $102,323 net, it far surpassed the average net of 2013 donor packages ($69,333).
But Tiger Haven was equally thrilled with the deepened connection to the organization that the package seemed to create with its most loyal donors, as evidenced by a flood of calls and emails from donors who were delighted with it. The organization took a risk on an expensive package ($3.27 each), and it paid off.