A Minute With Cathy Finney, Managing Director, Direct Response, USA for UNHCR — The UN Refugee Agency

FS: Can you share a recent fundraising success? Why was it successful?

CF: In 2012 we created our first formal renewal series. The first renewal — a typical supporter card package — has done exceedingly well, outperforming (in gross revenue) the emergency appeal that mailed in the same slot in the previous year by 94 percent and posting a 7.1 percent response rate with an average gift of $67. The combined increases in response rate and average gift (up $20 over last year) combined with flat costs meant a 110 percent increase in net revenue over last year's effort.