Organization: A national women’s organization with more than 3 million youth and adult members worldwide.

Situation Overview: Seeing a decline in donations, the organization sought expertise in creating a campaign that would prompt donations from alumni and begin to develop a database of donors for future campaigns.

Marketing Recommendation: The recommendation was a multi-channel, cross-media campaign. It appealed to the memories and emotions of former organization members in an effort to get them re-engaged, and ultimately make a donation to support today’s participants.

Working from a client-provided list of approximately 3,000 names, the campaign segmented recipients by age and employed the following mediums:

  • Variable data direct mail
  • Email (initial and follow-up)
  • Web (personalized landing pages)
  • Social Media (Facebook cause page, YouTube video)
  • Telemarketing

The variable data direct mail piece featured prominent women of the community that are members of the organization.

The call to action drove recipients to a personalized URL (PURL) or personalized landing page that greeted them by name and solicited secure, online donations.

Telemarketers reached out to those who indicated they wanted to donate but were reluctant to do so online. The campaign also made use of social media to nurture future relationships.

Measurement: The campaign results were positive. Of the 3,000 who received the direct mail piece, 4.9 percent visited their PURL.

Among the respondents, 31 percent made a donation, and the average donation increased from $50 to $250 per person. What’s more they gained over 80 referrals from a “refer a friend” function in support of their goal to grow their list for future fund-raising efforts.

Contact the marketing pros at Allegra when you’re ready for new growth strategies.