Proof Positive:
Work that works
How’s the thinking? What’s the creative like? Does it get the job done?
Here are just a few of our success stories. And how we made them happen. If you’ve got a specific issue you don’t see represented, contact us. With over four decades of fundraising leadership, we’ve created winning approaches for all kinds of challenges. Maybe one a lot like yours.
Of course, that’s just the jumping-off point. The real answers we’ll find together.
proof positive #7: Direct Mail Acquisition
Outperforming a 10-year control with 12 times the response
Opportunity
Best Friends’ direct mail control (an inexpensive 24-page booklet) had served them well for 10 years. But response had started to decline drastically. File growth was nearly flat. We needed to grow the file—dramatically—while maintaining the average acquisition gift of around $25. We were also challenged to better express Best Friends’ brand and personality, and attract more high-quality donors.
Approach
We decided to make the current offer (sponsor an animal for $17 a year) sizzle with some radically different creative approaches. First, we did a four-way test that included an improvement on the control, a premium- and story-driven package, a “Love Me” tag involvement device, and a three-dimensional pet treat involvement device. All packages were tested across control, rented and exchanged lists.
Results
The four test packages all beat Best Friends’ current control in both response and return on investment. The winning "Love Me" tag package:
• Increased response 12.25 times over the control
• Brought in an average gift of $26
We later tested a “Love Me” placemat, which brought in equal results with a $2 reduced cost per donor—another winner.