CASE STUDY

As part of its conversion strategy, MSF wanted to get gifts on file and acknowledged quickly and to begin building relationships with tsunami donors. It developed what Herman calls a "best of" conversion strategy, which incorporated the strongest appeals early in the relationship. MSF also began tracking appeal performance by acquisition source: Web vs. white mail vs. toll-free number; testing e-mail vs. direct mail and comparing them to Web-acquired donors; and testing telemarketing earlier in the relationship.