Good Shepherd Rehabilitation Network – Donor Acquisition Campaign
Good Shepherd retained Schultz & Williams (S&W) to improve the results of their existing direct mail efforts and take their program to a higher level of performance. One of the first things S&W reviewed was Good Shepherd’s donor acquisition program. After careful examination, S&W determined we needed to target prospect lists and geographic regions more strategically and to design a new package that set a better fundraising agenda in order to acquire many more donors.
As a result, S&W created a new premium package with personalized labels and a notepad. The package was mailed during the profitable holiday season, and the design reflected the time of year. The copy focused on Good Shepherd’s resident program and included special Christmas wishes from these long-term residents. To strengthen the package, S&W tied the giving opportunities to a list of specific requested holiday items.
The package out performed all expectations! It achieved a response rate double that of past campaigns and the average gift was increased to $19.31.