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 #10: Direct Mail Middle Donor

Middle donor DVD more than doubles revenue goals.

Opportunity

Since the 1980’s, the Best Friends Animal Society has tirelessly worked to place dogs and cats who were considered "unadoptable" into good homes, and to reduce the number of unwanted pets through spay and neuter programs.

They had relied on the support of animal lovers through a one-size-fits-all cultivation program. But, they had been unable to effectively tap the vast potential of their middle donor audience. Best Friends needed the help of these essential middle donors to build a nationwide no-kill movement, and to care for the increasing number of unwanted pets that they were receiving.

Approach

Russ Reid developed a three-part direct mail campaign with a unique “Holiday Guardian Angel” offer aimed at caring for special needs animals. In an emotional DVD, “Soldier,” a disabled dog, and “Maggie,” an abused cat, became our campaign heroes. Their heartwarming stories moved our compassionate middle donors to give like never before. A strategy of tiered asks presented with compelling program details helped boost response and the average gift.

Results

This proved to be the highest-performing campaign in the organization’s history.

Gross revenue exceeded expectations by over 100%. That meant more unwanted animals would be saved and find welcoming homes, thanks to the Best Friends Animal Society.