African Wildlife Foundation

Revenue from integration and cooperation with online, planned and major gift officers increased dramatically, and built a solid foundation for future growth.

Media integration and helping enhance a cohesive vision among mail, online, planned and major gift officers dramatically increased revenue, and built a solid foundation for future growth.

Our first priority was to educate African Wildlife Foundation’s staff on the importance of building and maintaining a broad base of support, and what that would mean to future income streams. The second was to find messages that would resonate with donors and ultimately lead to growth.

H&J launched a series of tests to:

  • Expand the prospect universe through extensive list testing and predictive modeling.
  • Acquire donors of quality instead of quantity, resorting to premiums only when absolutely necessary.
  • Simplify and position complicated concepts that could generate strong results, while remaining acceptable to program staff.
  • Test and tailor messaging to specific donor groups; particularly animal lovers, environmentalists and conservationists, and people who had traveled to Africa.
  • Build a first year donor conversion program to create loyalty and increase future revenue.
  • Generate ROI on the acknowledgement program by personalizing the letter to refer to the appeal or renewal to which the donor gave, and including both involvement and giving opportunities.

Results

Higher response rates and higher average gifts from current and new donors offset the cost of added acquisition volume and testing. Direct mail net revenue increases were slight in the short-term, but revenue from integration and cooperation with online, planned and major gift officers increased dramatically, and built a solid foundation for future growth.

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