10 Creative Strategies to Cut Through the Clutter
The Friends of the High Line 2010 membership renewal campaign created by MKDM contained a back-end postcard offer (set of five postcards, depicting artwork inspired by the High Line by NYC artists). We tested the offer with and without the postcard offer in an e-mail to donor populations. The postcard offer achieved a 40 percent higher clickthrough rate, doubled the response rate and increased the average gift by 50 percent.
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