And the Winners Are …
"The Coin Bank package beat the control in terms of response percentage (8.22 percent vs. 6.35 percent), dollar average ($15.60 vs. $15.54), gross received ($64,206 vs. $49,385) and net per piece ($0.38 vs. $0.37)."
DIRECT MAIL: SPECIAL APPEAL
Founding Sponsor Verification File Card
Submitted by The Lukens Co.
• The Numbers
Total Income Generated: $311,155.47
Average Gift: $67.31
Cost to Raise a Dollar: $0.15
Total Out-of-Pocket Costs: $48,195.39
Response Rate: 6.34 percent
They say that everything old is new again — and that certainly proved to be the case when the Martin Luther King Jr. National Memorial set out to pump life into a sluggish housefile. Instead of reinventing the wheel, the organization revisited a strategy it had used in 2008, when it generated $188,000 in net revenue by mailing a file-card package that asked donors to verify the information it had on file for them and that would appear under a Founding Sponsors title at the site of the memorial.
Jazzed by that success — a $5.73 ROI — the organization dusted off the 2008 package, gave it a little twist and wound up with a one-two punch reaching out to two separate audiences with a minimal amount of extra work.
It created two very similar letters — one intended for folks who responded to the initial file-card mailing, asking them to verify that any changes they requested be made were indeed made, and the other intended for nonresponders that was marked with a “Final Notice” stamp.
The action piece in the former is a green bar printout, while in the latter it’s the original file card — both asking the donor to 1) check the information and 2) send in a second gift (or initial gift, as the case may be).