A Well-calculated Risk
American Bible Society retools its message and survives two years without acquisition mailings.
A well-calculated risk
The results for ABS’ cultivation program were significant. (But here’s a quick caveat to what you are about to read: Not many nonprofit cultivation programs can survive two years of not acquiring new donors.
Looking at ABS’ cultivation results in the first fiscal year after the messaging change, response rates increased 24 percent (from 5.36 percent to 6.5 percent). Gross revenue increased 21 percent and net revenue soared - up 71 percent over the previous year.
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