The Capuchin Soup Kitchen Finds Success by Stretching its Fundraising Efforts Beyond its Traditional Donor Base

By Jim Dickman

Split mailings
After initial copy was developed, there were split mailings comparing the response generated by a four-page, straight mission appeal with a 7-inch reply, with one that simply described the services offered by soup kitchens and the staggering need for them, and those that included additional incentives or information. Tests included the insertion of a prayer card to known Catholic files, which boosted response compared to a straight mission control letter, and the use of free mailing labels in both Catholic and socially active files, which proved to be less cost-efficient.

Next we tested the message. Everyone strongly felt that food and family were the universal issues. In the test letter to the socially active files, we stressed the greater benefits of the ministry a little bit more, as well as the growing rates of poverty, unemployment and homelessness in the Detroit area. But the Capuchin Soup Kitchen’s spiritual roots and identity always were prominent. The copy variation increased the number and average amount of donations, although there also was a very good response to the control package.

Now we’re testing whether a two-page letter can work as well as the four-page control letter among Catholic donors and whether a 7-inch mission-based reply will work as well as a prayer card.

To date, through validated refinements in segmentation and messaging, the Capuchin Soup Kitchen was able to bring in more than 20,000 new donors of many faiths and backgrounds the first year, generating a positive cash flow immediately during the holiday season and breaking even in six months or less with other appeals.

Jim Dickman is executive vice president of Lewis Direct.