Case Study: Crisis in Kenya
The Kenya Emergency Appeal performed on par with MAP’s previous man-made emergency campaigns such as those for Darfur and Iraq, which each had a 7 percent response rate and $70 average gift. As noted earlier, natural disasters tend to drive stronger response. For instance, MAP’s 2004 tsunami campaigns achieved 10 percent response rates with a $90 average gift.
Keeping donors informed
MAP sent a special “Crisis in Kenya” update campaign in April to keep donors informed of its progress and demonstrate its strong investment in the Kenya community. Although the situation has stabilized, the appeal describes MAP’s important work caring for homeless people in displaced persons camps and emphasizes its ongoing need for financial support from its donors.
As this article goes to press, MAP is launching another emergency campaign in response to the Myanmar cyclone disaster. This campaign also will include multiple touchpoints of direct mail, voice messaging and e-mail. FS