Test: What Matters Most to Police Supporters?

The National Association of Police Organizations (NAPO) is a coalition of police unions and associations whose purpose is to advance the rights and interests of law enforcement through legislative advocacy, education, and political action. Almost 20 years ago, Huntsinger & Jeffer helped NAPO develop and build a direct mail based fundraising program that has grown steadily over the years. In fact, NAPO is one of the rare organizations whose acquisition mailings frequently yield a profit.

A few years ago, however, H&J began to notice the organization’s long-standing annual renewal program was beginning to show signs of fatigue. This renewal uses a two-part mailing: a January package reminding supporters that it is time to renew their memberships, and a March follow-up sent to those who did not respond to the January appeal.

The control package centered around a conventional direct mail letter, which:

1.  Thanks donors for their continued support.

2. Tells the stories of officers killed in the line of duty to demonstrate how urgent
it is that members renew right away.

3. Offers several premiums donors could choose from or combine at higher giving levels.

4. Includes a frameable Gold Star Certificate so donors could show their friends
they supported the police.

It was a classic “kitchen sink” package, but even with so many components, it often yielded positive income.

At this point, it’s significant to note that NAPO is a 501(c)(4) organization and gifts to it are not tax-deductible. This means donors are typically more motivated by activism and a sense of urgency
than (c)(3) donors who may give for a wide range of personal reasons.

So, rather than some small, incremental, single-element test, H&J saw this as a perfect opportunity to “test big” and created a package that was different in almost every way.

We kept the same OE and the popular supporter card, but that’s where the similarity ended. The letter was replaced by a memo-style message that was short, punchy, and crafted so it could be read in its entirety in about a minute. The theme was simple and direct: “No parole for cop-killers.”

The memo had a sign-and-return petition on the back, specifically naming four up-for-parole cop killers and demanding they remain in prison. No glitz, just passion.

 As you see from the chart below, the results were unequivocal. Response rates and average gift amounts were noticeably improved. Add to that the much lower production costs of the test package, and the cost to raise a dollar was significantly lower.