Case Study: Uncovering Major Donors in Your Mass Marketing Files

To test the likelihood of major-donor potential while simultaneously attempting to upgrade donors, ABS also provided a stretch offer: A roll of paper used to print Bibles costs $600 and makes 600 Bibles. That offer included a stretch ask string of $100, $200, $300 and $600.

Innovative creative
Since this was a significant test with major-giving potential, the package incorporated many elements:

• a 9-inch-by-12-inch carrier
• two-page personalized proposal
• personalized portfolio with die-cut panel
• contained an actual page from a Chinese Bible
• printed on the paper the donor was being asked to provide
• designed so the donor could frame or display it

Both the control and test recipients also received a pre-campaign voice broadcast if ABS had a phone number for the donor, an e-mail announcement for donors who had provided e-mail addresses, a follow-up personalized note card and a follow-up telemarketing call.