One Nonprofit, Two Great Results
	Posted by Allison Porter at Sep 12, 2012 07:03 AM CDT

At Avalon, we work to ensure donors have a seamless and consistent experience across messaging systems each time they’re approached by an organization. And we believe in the importance of using multiple channels to increase donor engagement and uplift response. This belief comes from experiences like the ones I share below. We worked with the League of Women Voters last year on two very successful campaigns -- success that stemmed from the use of a secondary channel, uplifting the first.

In this first example, we used telephone calls to increase response from a targeted direct mail package, aiming to upgrade members.

Objective: To target strong leads within the League of Women Voters’ existing marketing programs to grow the organization’s Leaders for Democracy, a special $1,000+ group of donors.

Strategy and Audience: We created unique targeted models for the mail and phone, using a detailed donor profile of current $1,000 League donors with a modeled algorithm identifying the best potential candidates to invite to join the Leaders for Democracy program. The audience consisted mostly of donors with the capacity to give in large amounts (single gifts of $100-$999.99), as well as multiple years of giving. We designed an upscale invitation package in a highly personalized, special UPS envelope, with messaging that emphasized the benefits and exclusivity of joining the Leaders for Democracy. We followed up the invitation with a high-touch phone call.

Results: The exclusive package, in conjunction with targeted modeling, worked extremely well. The response rate was 104% higher than budgeted –- a 138% boost to the response rate from the previous fiscal year and the highest response rate since this invitation was introduced in FY04. Gross revenue was 111% over budget, and 722% higher net revenue than budgeted. The telemarketing call had the highest response in five years, with an incredible 90% fulfillment rate. The bottom line: we upgraded 55% more donors to the Leaders for Democracy level than the previous year. A huge success.

And this second example shows how the use of email can build on a strong direct mail appeal, increasing response rates and donations.

Objective: As with any nonprofit organization, the year-end appeal is typically the League of Women Voters’ strongest appeal. In the Fall of 2011, on the cusp of the Presidential primaries, we sought to take advantage of the giving season and the League’s relevant issues in the news to maximize giving.

Strategy: First, we created a direct mail package that focused heavily on timely political issues surrounding the 2012 elections, including the impact of money in politics and the influence of special interests working to pass voter suppression laws that were cropping up across the country. With the presidential primaries just two months away, the appeal’s messaging called out familiar big-name corporations for giving money to an organization that helped create the anti-voter legislation spreading from state to state.

Ten days after the mail drop, we sent an email to every mail recipient for whom we had an active email address. The email reinforced the direct mail messaging, and encouraged the donor to “stand up for your right to vote!” by making a contribution to the League. This email was so successful, we followed up with another email four days later, with the call to action: “Don’t let [organization] cast your vote!”

Results: With a hot topic and the ideal time of year for fundraising, we expanded the usual appeal audience to include lapsed and local League donors. And it paid off. The direct mail response surpassed all projections, with a 4.75% response rate and 122% more net revenue than expected. The email results were equally phenomenal, with an open rate, response rate, average gift, and gross income well above projections. Through our multi-channel approach, and by adding up-to-the-minute political messaging, we maximized the year-end giving slot and created the most successful year-end appeal in League history.