2017 NonProfit PRO Gold Award Winner: Direct Mail

Direct Mail

February 2016 Member Acquisition
The Nelson-Atkins Museum of Art
Submitted by Daniller + Company

The Numbers
Recipients: 43,911
Response Rate: 2.51 percent
Total Cost: $39,300
Income Generated: $129,737
Average Gift: $117.84
Cost to Raise a Dollar: $0.31

Why It Won
It’s clear that The Nelson-Atkins Museum of Art took the time to develop and create a visually appealing campaign, because in the direct mail piece, you can see a number of beautiful images of the organization’s artwork.

The organization’s appeal outlines what the potential member needs to know about the organization—including a breakdown of membership prices, which are concise and easy to understand. It also lists all the additional perks of a membership.

The results from this appeal outperformed the organization’s initial projections, with a 35 percent higher average gift and 57 percent lower cost per donor. The Nelson-Atkin’s Museum of Art did a remarkable job in putting in a lot of effort into their direct mail piece, with high attention to detail, tailored to their audience.