Reinventing Renewals
Creating a modern, scalable model
increase in response
Situation
On the heels of the pandemic, direct mail renewal response rates for Friends of the Smithsonian (FOS) began to soften, while the quarterly renewal telemarketing program had grown increasingly expensive and less effective. The Friends program needed a new approach to strengthen retention and reduce costs without sacrificing results.
Solution
Avalon recognized that while direct mail is the foundation of the renewal program, pairing it with emerging tools could create new efficiencies and lift results. We tested companion text messages alongside three key renewal mailings (R1, R2, and R4), positioning texts as timely reminders that reinforced the mail and gave members a fast, convenient response option.
higher response rate
Success
The test proved that innovation pays off. Direct mail renewal rates rose significantly when mail was paired with text: at R2, texted members’ direct mail response rate was 16.7% higher, and at R4, the increase was nearly 16% stronger. On top of that, FOS captured incremental renewals directly through text. For a fraction of the cost of telemarketing, FOS improved retention, increased revenue, and built a modern, scalable renewal model.
This case demonstrates Avalon’s ability to reimagine core direct mail programs with smart innovation. Direct mail remains the anchor of retention, but when combined with emerging technologies like text, it becomes more powerful, cost-efficient, and responsive to donor behavior.
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.
Related Case Studies
Let’s Work Together
Avalon Consulting partners with nonprofits of all sizes to create data-driven, creative campaigns that inspire donors and drive results. Let’s connect and explore how we can help your mission grow.
