Better Than a Four-Leaf Clover

In the mail
The Shamrocks for Kids direct-mail package tells the story of Brendan, a Mercy Home child; explains the campaign elements; and asks for donations in “magic amounts,” or multiples of $17, to inspire support.

In 2005, the campaign’s second- year, donor-acquisition response was below expectations, at 1.08 percent, but the average gift was higher than expected, at $13.96. Average gift from the housefile mailing also was lower than expected, at $20.56, but response was higher, at 9.7 percent. In 2004, there was an 8 percent response from the housefile, with an average gift of $25.