net revenue
Situation
The National Air and Space Museum invites supporters to give a philanthropic gift starting at $100 to the museum in exchange for having their name, or the name of someone special, added to the museum’s Wall of Honor. The majority of the audience, 93%, were non-members. The initial direct mail appeal package was losing money, so we switched to a more cost-effective drive-to web
postcard format.
Solution
The initial direct mail appeal package was losing money, so we switched to a more cost-effective drive-to web postcard format.
higher response rate
more gifts at the $100 level
net revenue
Success
The first time we tested this technique we were able to achieve positive net revenue, instead of losing $38 per donor on the previous format. However, the second time we used the postcard, the response rate was 38% higher, 124% more gifts came in at the $100 entry level, and the net revenue doubled. With a .26% response and a $179.05 average gift, the campaign had an overall net per donor of $60.
We continued to tweak this package, like adding a QR code, leading to a positive net per donor for this campaign, year over year.
We know what works, when to test, and how to turn insight into action. Let’s work together to turn your direct mail program up a notch.
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