Direct Mail Campaigns of the Year: World Vision & The National Humane Education Society
“Overall, there was a 25 percent increase in average gift and a 28 percent increase in response rate from the check coupon control to the You’ve Got a Friend package,” Grace wrote. “Also keep in mind that this package did not have rollout pricing. It had the highest cost per piece of the packages — $0.40 — but still managed to maintain the highest net/donor, $3.02.”
The Trust for Public Land
Conservation Champion Relaunch
Submitted by Chapman Cubine Adams + Hussey
Number of Recipients: 1,052
Response Rate: 5.2 percent
Total Cost: $13,625
Income Generated: $49,144
Average Gift: $940
Cost to Raise a Dollar: $0.28
Last year, TPL sought to relaunch its mid-level giving programs by upgrading existing and former members of this group, which previously featured a much lower price point. For several years, qualification for the mid-level group required a one-time gift of $1,000 at any point in the donor’s giving history. However, in March 2011, CCAH’s Lon Chapman wrote, “the mid-level group was rebranded as ‘Conservation Champions’ and required an annual commitment of at least $2,000.”
This extremely high-touch package was meant to inspire donors to increase their commitment. The appeal leverages TPL’s semiannual magazine by adding multiple points of personalization and handwriting both on the magazine itself and in the letter.
Our judges approved. Joe Boland wrote, “This was a very personal letter, which is a must to get that $1,000 gift. The annual report issue of the magazine gives donors plenty to engage with. Most important, it worked!”
Indeed, the campaign generated outstanding results: The 5.23 percent response rate was TPL’s highest response rate to a high-dollar mailing in the last five years. “Not only did the campaign generate 55 returns and $51,700 in gross revenue, there were an additional 27 mail gifts from donors who received the package totalling $12,650 in gross revenue made within one month of the drop date,” Chapman wrote. “At the end of the campaign, the number of donors who had given $2,000 within the last 12 months has increased by 23.6 percent.”
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