And the Winners Are …
And since at the end of the day results are what define a winning fundraising campaign, a lot was riding on this package. But it didn't disappoint.
The package mailed to 3,279 donors who had made one or more gifts of $100 or more in the previous 12 months. It raised $271,507 with a 36.44 percent overall response rate, and generated an average gift of $227.20.
And beyond the campaign's initial success, it continues to bolster MDA's fundraising, according to Steve Maggio, president of DaVinci Direct.
"During the course of the year, Research Leaders receive several other MDA appeals, which are the same packages that nonjoiners at the $100-plus level receive, except that we acknowledge their status as Research Leaders in the laser copy," Maggio explains.
"We found that the average income per donor was higher for Research Leaders than for other $100-plus donors in every single mailing throughout the course of the year," he adds. "The average Research Leader gave twice as much as nonjoiners in a two-year period."
Gold Awards judge Scott Swedenburg concludes, "The results for this package are phenomenal, which is ultimately the true test of a package's success."
Oh, and the cost to raise a dollar on this fabulous-by-anyone's-standard package? Just slightly more then 2 cents.
DIRECT MAIL: ACQUISITION (50,000 or more mailed)
2009 Tell Your Story Acquisition Mailing
Submitted by The Lukens Co.
• The Numbers
Total Income Generated: $189,958.58
Average Gift: $94.46
Cost to Raise a Dollar: $0.34
Total Out-of-Pocket Costs: $65,019.94
Response Rate: 2.16 percent
So the economy is in a downturn, and your organization is erecting a new building. To add to that, you haven't done a mailing in years, so you have no idea what kind of approach is going to resonate or with whom. And of course, there's also no basis on which to set your projected metrics.