American Red Cross

Our experience on the local chapter level brought us to the attention of the National Office and in 1997, Huntsinger & Jeffer was selected by the American Red Cross National Office to plan and execute the first ever Chapter Donor Acquisition Program on behalf of participating chapters.

This huge program involved multiple tests, focused on clear messaging and simple production, and employed a “best list, best package” strategy to cut cost and raise response.

Some of our successes with this program include:

  • Establishment of multiple control packages (all non-premium) for use during both disaster and non-disaster periods.
  • Development of over 250 different creative packages to test a variety of messages and fundraising techniques, using split tests across multiple packages and list cells to determine giving patterns.
  • Lowering production costs by 46.3% through testing more cost-efficient packages and streamlining production processes.
  • Decreasing net list costs by 5% through improved negotiated net name arrangements.
  • Employing a “best list, best package” strategy to maximize response on a list-by-list basis.

In addition to the Chapter Donor Acquisition Program, Huntsinger & Jeffer was selected to produce a Nationwide Planned Giving Program, which generated over 2,500 leads in the first year, and $1.5 million in revenue.

We also produced the first ever e-marketing pilot on behalf of chapters, which developed benchmark metrics for e-philanthropy among Red Cross donors.

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