Case Study:
Ocean Conservatory

H&J develops a two-track strategy to help a national environmental nonprofit mail deeper and achieve dramatic growth.

After a change in name and organizational focus, Ocean Conservancy had a number of strategic challenges including:

• Growing their membership file.

• Improving house appeal performance.

• Finding additional revenue streams from existing or potential new sources.

• Increasing their visibility in the “green” community.”

To make this happen, H&J tested creative approaches and performed comprehensive analyses of results by list. The result was the development of dual acquisition control packages each of which performed better on specific lists. Using this “best package, best list” approach, we were able to mail more deeply into continuation lists without jeopardizing revenue.

One package went to donors with a proven record of contributing to environmental causes. The other was also mailed to environmental donors but to those who had been more responsive to premium-based acquisition packages.

Results:

From approximately 35,000 members, we helped Ocean Conservancy grow their 0-24 month donor file by over 42% within two years!

A major goal was to acquire better quality donors and, predictably, the H&J Clean Water Issue Package had a higher lifetime value and higher first year new donor conversion rate.