Don't Sweat the Small Stuff

The segmentation strategy was to ask current donors, lapsed donors and a segment of donors/volunteers for a minimum gift of $1,000, $2,500 or “other.” The mailing package featured a closed-face outer envelope with the organization logo and an “OFFICE OF THE PRESIDENT” notation on a cream-colored, high-quality paper stock. The one-page letter was personalized and thanked the recipient for his past support, and mentioned several times the importance of the donor’s “continued” support and how much it was needed to accomplish the goals the organization had set for the new year.