Revised segmentation & offer make a good campaign even better

Ornament Package
Date Published
Kathy Giles

The Situation

Chimp Haven mails an ornament package to current donors for its annual year-end campaign. This past year, we extended the audience to include lapsed, deep lapsed segments, and in-house prospects. Though the audience expanded past the traditional current donor, the goal was to maintain past performance levels and revenue. 

The Strategy

Chimp Haven donors look forward to receiving the ornament every year. Creatively we wanted to exceed their expectations. The package included several elements — a holiday card, an ornament, and a glass ornament offer. We built the story around Chimp Haven resident Phyllis and created a more sophisticated and engaging package for the holidays than supporters received previously, using rich bronze and gold colors throughout. 

This year we included two punch-out ornaments. This allowed the donor to keep one as a thank you gift and return the second to Chimp Haven with a personal note on the back, for the staff to decorate the sanctuary. 

A glass ornament was included as a backend upgrade incentive for gifts of $150 or more. This year, instead of placing this offer on the reply, we was moved it to a buckslip to highlight and promote this upgrade offer. 

In addition to the creative changes, we also altered the audiences. In the past, this package was mailed only to current donors. This year we wanted to also include lapsed and deep lapsed, to reengage these audiences. We also mailed major donors who had not made a gift in 2017 and to a small pool of in-house prospects.  

There was a static ask string in the past. This year we used a dynamic conditional ask string based on previous giving for current and major donors. The in-house prospects, lapsed, and deep lapsed segments received a static ask.

The Result49%-increase-in-average-gift

Even with the inclusion of donors going back to 72 months lapsed, we attained an 8% increase in response rate over the previous year. 

But, it is the average gift that resulted in great improvement with a 49% increase! It was $66.42 above the previous year. We attribute this to the segmentation, the conditional ask, as well as the more effective callout of the glass ornament offer. 

With the higher response rate and average gift, we secured a net revenue 6% higher than the previous year, making this package a go-to for the year-end campaign. 

The exciting part is that we are elevating the annual giving for the Chimp Haven donor, something that has been stagnant for this organization. This helped to boost gross and net revenue for an overall successful campaign.

About the Author:
Kathy Giles
Director of Client Management, Agency Services

Role at the Company

As an Account Director with Agency Services I work with clients to develop their direct response, annual giving, and membership programs. I am responsible for the strategy, budget, creative oversight, planning, and results reporting for each campaign as well as ensuring we are meeting all client expectations. I also work to build the client relationship to not only retain the client, but to also look for opportunities to increase activities with clients, through any of our three business areas. And new business is always on the radar!

What excites you about your work at AFG?

With the three divisions, we have more opportunities to support our clients. We can extend the services offered to provide more full-service-oriented solutions to current and prospective clients, allowing AFG to become more involved with a client’s program. This also allows for more growth and learning, on a personal note.

What’s something most people don’t know about you?

To feed my love of stories and storytelling, I went to school for film production, with a concentration in documentary film. I have had the opportunity to work on a few documentaries including one for the United Nations on the history of interpretation where I was able to visit several embassies and spoke with the amazing people in the UN Interpretation Service.

Today, I get to tell the stories of the non-profit clients I work with.

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