The Planetary Society – E-survey
Following a successful year-end giving season, The Planetary Society (TPS) was looking for ways to invigorate its members and encourage them to become donors and get more active in the organization. So, TPS decided to send out a member survey to uncover their interests, the benefits of membership they most enjoyed and to motivate them to give by tailoring the donor appeal to their specific needs.
TPS’s constituents are very active online. Therefore, Schultz & Williams designed a complementary e-mail and direct mail survey campaign. The direct mail survey contained just four questions, but shortly after the mail was delivered, the e-mail was sent out with many additional survey questions. Well, the TPS constituents certainly wanted their voices heard—the e-survey garnered a 25% response rate!
This allowed TPS to save costs on the direct mail appeal and to ask all of the questions they needed to understand how to motivate their members to become active donors in the future. (Of course, the e-mail contained a persistent "donate now" button throughout all the pages of the survey to encourage giving now, as well!)