Case Study: The Home for Little Wanderers

Demographically, this audience differed significantly from The Home’s usual direct-mail donors, who are women over 55 years old. By comparison, its major donors were males with higher incomes.

The Home’s development staffers knew that reaching out to their best donors and top prospects through the mail could be a cost-effective way to raise significant funds for new initiatives or special appeals. They decided to mail to them during the holiday season, including about 900 of the top-ranked donors and prospects in this mailing.