Don’t Let Sleeping Dogs Lie
Testing, 1, 2, 3, 4 …
The improved control kept the 24-page booklet format but used a stronger call to action. It also had a two-page spread selling the offer that highlighted what donors would be accomplishing with their donations and what they would receive.
The premium-driven package utilized address labels. This format was a safe bet for improved response rates, although it ran the risk of netting an average gift and lifetime donor value lower than the control. To minimize this risk, BFAS employed a high-involvement copy strategy that asked, “Will you be our miracle?”
A tangible involvement device that gave the donor a way to personally “touch” the recipient of his generosity was used for the third test package. BFAS used a “Love Me” tag that was to be signed and returned by the donor (along with a donation) so it could be hung in the cage of one of the animals. There also was a brochure with pictures and stories of several animals donors could adopt. A copy strategy that said, “Be part of the miracle” was used along with teaser copy on the outer envelope that stressed how donations to BFAS could save a homeless pet.
The dimensional-involvement device actually had an animal treat in the outgoing mail package that would be returned by the donor with a donation. Including the treat made the package three-dimensional. The teaser on the outer envelope read, “A treat for a furry friend enclosed.” The donor also was asked to sign the package with the treat that was to be returned as an additional call to action.
All four tests beat the control in both response and ROI. The response to the improved control was three times that of the regular control; 11 times greater for the premium-driven mailing; 10 times greater for the Love Me tag mailing; and more than 12 times greater for the 3-D mailing.