K9S FOR WARRIORS
Nexus Direct » Projects » Case Studies »
Results
%
Increase in response rate to both donors and prospects
%
Higher revenue generated than previous appeals
Veterans Support
Campaign Type: Fundraising
Nexus Solutions Used: Campaign Planning and Execution, Data Insights and Management, Production Management, Messaging and Creative, Digital and Social Marketing
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.
Case Studies