PROJECT DESCRIPTION

K9s For Warriors Year-End Campaign

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.

PROJECT DETAILS
CLIENT:
K9s For Warriors
BUSINESS:
Fundraising
PROJECT LAUNCH:
2016
INDUSTRY:
Nonprofit Veterans Support
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.

RESULTS

This omni-channel strategy resulted in the best ever year-end appeal for K9s For Warriors, with fantastic results:

Across both donors AND prospects, response rate increased 220% over projections

Generated revenue that was 93% higher than previous Appeals

The Nexus Direct team has become a true partner in our work, visiting our facilities, interacting with our warrior graduates and their stories, and learning our work from the inside. That deep understanding and commitment matched with their data analytics and creative approach have already made our direct marketing fundraising more effective.

Becca Melesky
Director of Resource Development
K9s For Warriors

CrownSTATS
Creativity

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Skills

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Ideas

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Identity

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