A long-standing capital campaign and special project client approached GivingPoint with a new challenge. It’s historic membership drive was limiting contributions to a newly launched Annual Fund. The group asked GivingPoint to design a solution that would remove the limitations without disrupting relationships.
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
A regional museum/interpretive center felt it was limited in Annual Fund fundraising due to its historic membership drive (defined $50 subscription) versus the opportunity of a true Annual Fund drive.
We began segmenting members by historic membership duration. Those consistently supporting via membership for 5, 10, 20, or 25 years or more. The five (5) and ten (10) year members were segmented with customized appeals asking them to continue their commitment at select gift levels: $50 $100 $250 $500. The members with 20+ year histories were personally cultivated. We expanded the direct mail list for new & emerging donors.
The number of donors versus members increased slightly over a two-year period. The funds raised, however, were significantly higher: 20+ % in year 1, 30+ % year 2. The former “members,” given a chance to contribute beyond the membership fee did so in a big way.
Success in this effort required not only a restructure of solicitation methods, but a…
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