Human Services Organization

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There’s tremendous human service work being done by prominent non-government, public foundations. One such group approached GivingPoint for help in solving its dilemma, being mistaken for a government agency and thus not needing the private gift support it was seeking.

Achieved a Click Through Rate of 0.09% generating a number of new sales
In the first month of activity the Cost Per Action was reduced by 20%
Return on Investment of 272%
Social shares by network

Challenge

A regional, private, human services provider desired re-branded messaging RE: their private status versus misconception of being a government agency. In addition, and simultaneous to the rebranding, the organization desired an  upgrade in Annual Fund operations and results.

Solution

Success in this effort required not only a restructure of solicitation methods, but a restructure of the development office/functions. All would be implemented along with the re-branding effort. We concentrated our efforts in the business community of the three counties served. Our theory, business will understand and convert quicker than private individuals. Informational events for the business community preceded direct mail and personal cultivation efforts. All was coordinated in conjunction with media releases touting the private nature of the organization.

Results

The business community responded quite well with a 20% increase in giving participation. Overall, Annual Fund giving rose approximately 35%. We attributed success to defining the structure of the organization and, in most cases, simply asking for financial support.

0.09% CTR

20% less CPA

272% ROI

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