Case Study: Ask and Receive
The average response rate for the new-donor, second-gift mailing is 10 percent. It generates an average gift of $38, and the cost is 50 cents on the dollar, Flateman says.
Though the revenue the new-donor, second-gift mailing generates is important, Craycraft stresses that the true measure of its value is retention. Following the mailing’s introduction in 2007 — it was the only change in Maryland Food Bank’s new-donor contact strategy that year — retention of newly acquired donors rebounded from 34.9 percent to 38.85 percent.
Thrilled with the mailing’s success, Flateman has no plans to change it in the near future. But that’s not to say she’s feeling complacent about Maryland Food Bank’s direct-mail fundraising.
On the contrary, the success of the new-donor, second-gift mailing has prompted the organization to reconsider how and how often it approaches all donors for support.
“By having this experience and seeing the response rate, it’s helped us to embrace a more aggressive schedule with number of maildrops, packaging and messaging,” she says. FS
This article originally appeared in the August issue of FS sister publication, Target Marketing.
Amy Syracuse is a London-based freelance writer.