300%
Higher Response Rate than projected
400
Donors reactivated
Project Details
Campaign Type: Fundraising
Nexus Solutions Used: Campaign Planning and Execution, Data Insights and Management, Production Management, Messaging and Creative
Reactivating Lapsed Donors With Holiday Appeal
Saint John of God, with several locations outside of Dublin Ireland, is an international organization providing a range of health and social care services for children and adults. Across Ireland, they provide services in the areas of intellectual disability, mental health, and older people.
Challenge
To reactivate donors from a pool of 10,000 lapsed supporters, consisting of both direct cash givers and regular givers, in the wake of a period of challenging press coverage that Saint John of God had recently received.
Solution
Although active donors were receiving a rather flashy holiday package, for the lapsed, we recommended a more conservative approach, humbly communicating the need for support in a way that was in line with the creative this audience had responded to in the past.
Execution
To address the lingering media controversy, we also developed an insert to convey transparency around how Saint John of God would use their gift and communicate with the donor in the future.