277%
increase in response rate
52%
increase in average gift
Project Details
Campaign Type: International Disaster Relief
Nexus Solutions Used: Campaign Planning and Execution, Data Insights and Management, Production Management, Messaging and Creative, Digital and Social Marketing
Shifting From Transactional To Relational Fundraising
Operation Blessing International, one of the largest charities in the United States, provides humanitarian relief through core programs such as disaster relief, health and medical care, hunger relief, vulnerable children and orphan care, safe water, and community development. They not only provide physical relief to those in immediate need, but also equip them to create sustainable solutions to combat poverty.
Challenge
Operation Blessing International had to reverse a multi-year trend of decreasing revenue and donor retention. They needed a revitalized appeal program and a new major donor track to further engage high-value donors throughout the donor journey.
Solution
A thorough audit of their donor data, campaign results, and creative revealed a weak transactional approach to donors, rather than a deeper, mission-based relationship, particularly with donors who had contributed $250 or more.
Execution
We shifted their strategy from transactional to relational by creating a targeted data strategy for each appeal — utilizing custom data models to identify high-worth donors — and further segmenting the creative and messaging based off of this identification to increase personalization and recognize the donor’s relationship with OBI and their important mission.