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.
Nhu is a content strategist with over a decade of experience improving the way social good brands engage and build connections through human-first storytelling. She currently leads NTB Content, a content marketing agency with a niche in digital fundraising and nonprofit tech.
