Case Study: Crisis in Kenya

To address the concern about this campaign negatively affecting upcoming regular renewal campaigns, Robbins delayed the regular mailing schedule (featuring nonprofit postage) to provide some breathing room between appeals.

Donors respond
MAP donors are very loyal and generous. Their strong support of this appeal proved that again. The combined net revenue from the integrated campaigns achieved MAP’s $100,000 goal. The direct-mail campaign achieved a 7.23 percent response rate and a $54 average gift. The online campaign achieved a 22 percent open rate and a 2 percent clickthrough rate, a significant lift in results compared to regular e-solicitations.