To help them accomplish their goals, we implemented several strategic shifts:

Increase response across channels to improve retention

• Innovated and/or refined creative and messaging across appeals to improve response 
• Strategically expanded appeal audiences to engage more donors 
• Tested new or rolled out with proven strategies to increase response, such as matching gift opportunities 
• Introduced new channels to reach supporters who may otherwise go uncontacted, like P2P text messaging 
• Optimized critical cultivation and second gift conversion touchpoints like the new donor email welcome series  

Acquire more valuable donors through non-premium efforts  

Continually tested non-premium packages against premium acquisition controls, such as:  

• A ticket offer against a wrapping paper premium, which saw a 37% increase in net revenue per donor 
• A supporter card offer against a notepad premium, which increased the number of donors activated or reactivated at a 50% reduced cost per piece.  
• Optimized list strategy to target higher value donors, leading to increased new donor average gifts, second gift rates and gifts per donor year over year 
• Redesigned online donation form and then tested into a further improved version to enhance the primary landing destination for prospective donors through an optimized user experience and ask array 

These strategic shifts have helped Guide Dogs for the Blind accomplish both goals in just eight months. Their direct response program is at an all-time high, with revenue across direct mail and digital up 7% year over year.

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