Like most nonprofits, Feed More (consisting of Central Virginia Food Bank, Meals on Wheels and Community Kitchen) was experiencing a decline in their database due to single-channel direct mail programs.
Research showed that that there was a difference in the perception of hunger as a priority between the donors and the general public. Yet the priorities in choosing an organization to support are quite similar. Both groups have strong trust in the organizations use of funds for local support.
Despite the universal trust, the database was declining.
The Donor Detectives team developed a strategy across the following channels –
Campaign execution details were designed for each of the channels.
Data analysis was used to tweak the strategy to introduce new channels (test radio stations), expand on what’s working well (continue filming new TV spot, out of home advertising) and reconsider channel components that don’t meet targeted KPI’s (Pandora, placement sites for Lightbox etc.).
A new strategy was used for mail acquisition that includes increasing mail frequency into the households for the top level of prospect lists over a two-month campaign. There was a 23% increase in mail quantity.
With the new integrated multi-channel direct response strategy in place, Feed More is well positioned to ensure its budgets are spent optimally on relevant channels and components. The strategy is set up to ensure that goals on the metrics of donor acquisition – number of donors, quality of donors and $ gift amount – are continually met or surpassed.
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