Fundraising Gone Wild!

Strategy and deployment

The campaign strategy involved keeping the typical 45-year-old-plus donors engaged, as well as getting more 35-and-under donors involved. AHS has roughly 50,000 active donors on its housefile, but it didn't want to spend all its budget on mailing the entire database. So the organization mailed about 2,500 of its most active donors who had given at a certain level within the previous year. It began doing that about four weeks prior to the event.