Case Study: The Home for Little Wanderers
The Home for Little Wanderers reaches major donors with a highly personalized campaign that avoids a “direct mail” look.
Objectives and challenges
The Home had several objectives for its Major Donor Holiday Campaign:
- Renew donors who had given $1,000 or more in the past.
- Upgrade gifts from existing donors.
- Convert prospects into direct-mail donors.
- Offer a minimum ask of $1,000 to encourage recipients to be as generous as possible.
- Create a campaign that was easy to execute and cost-effective to maximize net income.
The key challenges were that many of these donors had little prior giving history and were not direct-mail responsive. Also, asking them to give $1,000 — through the mail — was potentially risky. Would donors feel comfortable giving this way? And what about prospects who had never given at all? How would they respond?
- Companies:
- LW Robbins Associates
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