Operation Outreach, a separate, fund-raising arm of the Guideposts organization, found that Guideposts magazine subscribers were outperforming other lists more than three-to-one. H&J’s challenge: Maximize the potential of this list without inundating subscribers with high-pressure monthly appeals.

Our strategic team identified donors and subscribers who would respond to a low-key monthly appeal. After testing several package design and creative concepts, H&J created the “Glad Tidings Club” including a distinctive “Angel Pin” premium, and a monthly letter with stories and illustrations of how the donor’s support was bringing “Glad Tidings” to veterans, the elderly, and the blind.

Testing showed that a “give as you can” option generated more income over 12 months than a pledge option. Growth was dramatic, both in income and number of members. In fact, the “Glad Tidings Club” represented approximately one-third of total donated income, yet represented only 8% of all mailing costs!