The National Parks Conservation Association (NPCA) works to protect and preserve our nation’s most iconic and inspirational places for present and future generations. NPCA’s upgrade package to its $1,000+ level, Trustees for the Parks (TFP), used a unique UPS envelope and included a Member Briefing and a TFP brochure. This portion of the campaign upgraded 45 members to the $1,000+ level, garnered a 2.45% response rate, $179 net/donor, and a $227 average gift.
Creating an upgrading pipeline from general Membership to the major gift program is a priority for the Museum.
Avalon designed an upgrade campaign that began with a high-end direct mail package, followed by an email follow up. The direct mail piece was an exclusive, personalized invitation to mid-level Members, The four-page letter invited Members to join the exclusive Director’s Circle with a gift of $1,000 or more while highlighting special insider access and exclusive benefits, coupled with how the Member’s strengthened commitment will help to support events, education, and exhibits at the Museum.
We designed the art for the follow-up email to look like an e-invite, featuring an animated invitation coming out of an envelope. The text echoed the direct mail theme and messaging, and offered a back-end premium of the collectible NMAAHC “forever” stamp.
This campaign drove strong response and strong average gifts, upgrading more than 50 existing Members to the $1,000 Director’s Circle level or higher.