Reimagined Campaign Motivates Upgrades
A fresh take on a perennial campaign engages in a new way
increase in upgrades
Situation
Friends of the Smithsonian traditionally used an in-person event (its Annual Smithsonian Weekend) as a hook to get people to upgrade to the prestigious James Smithson Society (JSS)—a high-level donor circle starting at $2,500. Due to a combination of factors, including softening results year over year and COVID-19 canceling the in-person event, the campaign needed a total redesign.
Solution
Without an in-person event, we still wanted members to have an experience with this mailing. We
reworked messaging to include broad mission-focused language. Then we updated the ask so
members were invited to upgrade to either the mid-level Castle Circle ($1,000, discounted to $850) or JSS ($2,500, discounted to $2,250), depending on their giving history—previous appeals in this time slot had only asked for upgrades to JSS. The package also included an upfront “freemium” of four original artwork prints created specifically for the campaign, and a lift note further personalized the invitation.
increase in upgrades
the response rate
lower cost per dollar raised
Success
- Response nearly tripled and was the highest ever for a January upgrade appeal!
- The cost to raise a dollar decreased by 59%.
- Upgrades increased by 225%.
Smart segmentation, a valuable discount, and a compelling case for support proved the pivot to be a success.
We know what works, when to test, and how to turn insight into action. Let’s work together to encourage member upgrades.
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