Ramp Up Your Next Fundraising Campaign: Try Adding a Channel!
	Posted by Guest Blogger at Nov 14, 2013 07:01 AM CST

This article was written by guest author Jamie Natelson, Vice President, Avalon.

Adding an online element to a traditional direct mail program can really ramp up the overall effectiveness of a fundraising campaign. Here’s just one example, which also happens to be a 2013 MAXI Award-winning campaign:

Objective
The Trustees of Reservations had no online efforts to supplement its direct mail renewal program, and with a largely membership-based constituency, Avalon knew the best way to expand renewals would be to use a multi-channel approach — integrating an online element to maximize renewal revenue and increase member retention rates. An effective rolling e-Renewal program was just the ticket.

Strategy and Audience
Like the direct mail series, e-Renewals were sent monthly, on a rolling basis. The series began with R1, sent to donors three months before their membership expiration, and ended with R3, which donors received in their month of expire. Avalon also incorporated a quarterly lapsed effort, emailing donors who were lapsed as far back as 48 months from the R1 expire month.
 
The emails reflected the over-arching message of preserving special places, and included evocative photographs from The Trustees’ properties. A personalized asking string was also implemented — based on previous giving history — to ensure a strong renewal average gift appropriate to each member. Each member’s donation page was customized to pre-select the level above his or her current giving to encourage member upgrading.
 
Results
The e-Renewals surpassed all budgeted and non-budgeted expectations with a very high 3.52% response rate (compared to the industry standard of 0.08% for fundraising emails — based on M+R’s 2012 eNonprofit Benchmark Study). The average gift was a remarkable $92.19, in part due to the individualized ask strategy that encouraged members to upgrade, which helped many donors to renew at levels over $100. In fact, the average monthly upgrade rate was extremely high at 16%.

The combined direct mail and email renewal results indicate that the overall multi-channel strategy is working to generate significantly more revenue. FY13 combined has already exceeded FY12, and is 21% ahead of last year’s renewals.