RKD tested a direct mail match package which resulted in:

57%

increase in average gift

203%

increase in net income

58%

increase in gross per piece

The Challenge

January conversion appeal needed help

In the past, PIH’s January conversion appeal was not a big driver of response. With this package we were looking to drive a greater response, with the ultimate goal of acquiring more monthly donors.

The Solution

Direct mail match package drives response

We decided to test adding a $50,000 match package. From other clients and tests, we had learned that matches result in better performance. Adding a match package is a simple and effective, cost-free test. The letter and reply copy both contained match language to encourage donors to convert.

Breakthrough

A big jump in revenue

With a 57% increase in average gift size, 203% increase in net income and 58% increase in gross per piece, the match package was a successful way to target frequent donors for PIH.

With a 57% increase in average gift size, 203% increase in net income and 58% increase in gross per piece, the match package was a successful way to target frequent donors for PIH.