Results

220%

increase in response rate to both donors and prospects

93%

higher revenue generated than previous appeals

Integrating Online & Offline Channels To Drive Growth

K9s For Warriors is a nonprofit organization dedicated to providing service canines to American warriors suffering from post-traumatic stress disorder, traumatic brain injury, and/or military sexual trauma as a result of military service post-9/11.

Challenge

 

Create an omni-channel campaign to appeal to prior donors of K9s For Warriors. At the same time, target a segment of prospects from a database of “friends of” the organization to cultivate them into donors.

Solution

 

After a comprehensive review of prior fundraising campaigns, we identified opportunities to increase integration across digital and offline channels. A donor profile was created using demographic and psychographic variables from the NexieBase and applied to the prospect database to extract the ideal segment for donor conversion.  

Execution

 

This modeled data strategy was applied to a “cascaded” communications calendar, in which the target audience first received a direct mail campaign followed by a series of emails and, finally, personal phone calls, with increasing urgency around the year-end deadline.

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