Breathing New Life Into Relief Fundraising: Sustaining Disaster Gifts

2. Examine successful creative appeals
Now that you know who to send to, the question of what to send them can cause many relief organizations to scratch their heads. Overhauling creative packages isn’t always the answer to increasing sustained giving campaigns. Many organizations feel the need to invest in new materials in order to appeal to new audiences and re-engage previous donors. Often, these charities have existing packages that performed well and could be dusted off for new campaigns. In one instance, a well-known organization had a package that had been shelved for more than four years. This highlighted the charity’s vaccination efforts across the globe and included a “certificate” of appreciation with an enclosed shipping label for donors. When sent out again, the package not only outperformed the recently instated control, but it was also less expensive to produce due to the increased volumes the organization could then reach.