Case Study: MEOW!
The Fund for Animals jauntily named monthly giving campaign normalizes donations, reinforces mission.
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According to Lucier’s numbers, the monthly average M.E.O.W gift for 2003 was $16.72, with the estimated annual revenue per monthly donor at $200.64. That’s in comparison to an estimated annual revenue per donor outside of the M.E.O.W. program of $40.84.
“I believe that these numbers are on the high side for monthly giving programs because we didn’t eliminate mid-value or major donors from the solicitation,” Lucier says.
One important indicator as to the success of the program, however, is retention rate. And that remains to be seen. The Fund for Animals hopes to start gathering that data this year.
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