They’re Doing What?

HSUS’ affiliate organization, the Humane Society Legislative Fund, analyzed the return on investment of an integrated campaign across six test segments based on recency and name-acquisition characteristics,
combining data to evaluate an e-mail postcard followed by direct mail, direct mail only, e-mail only and direct mail followed by e-mail. The most successful test segment was a direct-mail piece followed by e-mail, which netted 55 percent of the $9,380 in total net revenue. More testing is planned this year with a double pre- and post-e-mail message, and an analysis of the long-term value of donors who are responsive to different channels.

When fundraising results are reported for 2006, the most successful organizations will be those that deployed integrated multi-channel campaigns. To maximize the impact of your donor-engagement and renewal efforts in 2007, look to these organizations as models of best practices.

Sheeraz Haji is CEO of GetActive Software.