A Well-calculated Risk

For almost 200 years, the American Bible Society has provided Scripture to needy individuals in almost every country in the world. Like many nonprofits in the 1990s, ABS was using elaborate, premium-based acquisitions to attract new donors via mail. Renting several million names each fall, ABS would mail a single acquisition and garner several hundred thousand new donors at a crack.

Unfortunately, the organization spent the rest of the year wondering if those new donors gave because they felt connected to the mission or because they liked the premiums.

ABS also was in the trap of “as acquired, so renewed” and felt compelled to continue to offer the elaborate premiums to keep donors on the file. Adding to the challenge was the fact that ABS’s message about the life-changing power of the gospel and Word of God had been understated to a more general message about the goodness of God.

A radical step
In fiscal 2002 and 2003 (during the post-911 crisis), ABS did something that for many other nonprofits would have signaled certain death for the program: It suspended acquisition. During that time, ABS researched its donor base, honed its message and garnered board support for a renewed mission statement and copy platforms.

In fiscal 2003, it slowly began moving its messaging toward a more “meaning-based” fundraising approach. Gone were the elaborate premiums, but gone also were the general statements about “sharing God’s light in the world.”

The new ABS messaging boldly spoke about the life-changing message of the Gospel and the importance of God’s Word in the lives of believers all over the world.

Not only were donors called to give, but they also were regularly called into action, asked to pray for ABS’ efforts and to send notes to those benefiting from the donated Scriptures.

“We went from giving donors a warm, fuzzy feeling about the ministry to inviting them to participate in our life-changing mission,” ABS Director of Direct Response Programs Lee Manis explains. Finally, the transition was made complete by incorporating Scripture-sharing tools wherever possible. A Scripture-sharing tool is any item - bookmarks, greeting cards, Bible tabs, Scripture memory cards, etc. - that can feature a passage of Scripture that the donor can use in his walk with God or share with a friend.

Every cultivation appeal stressed the importance of God’s Word and gave donors tangible ways to put God’s Word to use in their own lives.

“Not only did we want our donors to understand they were making a difference, but we wanted them to experience the difference for themselves,” Manis says, “We wanted them to know they were changing lives around the world and in their own home with every dollar donated.”

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.

Quality vs. quantity
When ABS re-entered the acquisition market in 2004, more than just it’s messaging and creative had changed. The new acquisition strategy did away with the 6 million-piece, one-time annual acquisition appeal, replacing it with smaller, and more frequent appeals to previous “Bible cause” donors.

ABS now was focusing on quality as opposed to quantity with a close eye on long-term value of donors (not just acquisition response rates).

Once again, meaning-based fundraising delivered, and ABS’ cultivation program matched the previous year’s revenue goals - with one very pleasant exception: ABS actually raised more net revenue in fiscal ‘04 than in fiscal ‘03.

As ABS enters the final months of fiscal ‘05, it appears it will exceed its donor and revenue goals for a third year in a row.

As it approaches fiscal ‘06, ABS is adding a deeper level of meaning-based fundraising by developing a new Internet strategy that takes donors on virtual mission trips and provides detailed project reports.

Gone is the brochure-like Web site, and in its place are vibrant photos, moving stories, interactive devotionals, and dynamic giving opportunities. With donors drawing meaning from their giving at a new and deeper level, using the Internet to accelerate this experience is only natural.

Max Bunch is senior vice president of client services at Dallas-based marketing-services firm the Stratmark Group. He can be reached at mbunch@stratmarkgroup.com.