The Salvation Army, an international movement, is an evangelical part of the universal Christian Church. Its message is based on the Bible. Its ministry is motivated by the love of God. Its mission is to preach the gospel of Jesus Christ and to meet human needs in His name without discrimination.
RKD created a high-touch appeal that brought:
99.98%
increase in net revenue from 2017
$67.31
increase in average gift size
69
gifts of $1000 or more
52%
increase in revenue
45%
increase in gifts
42%
increase in new donors
The Challenge
Increasing Average Gift Amount
The Salvation Army’s Camp Appeal performed consistently year over year, but RKD saw the potential for increased mid-level donor giving. By enhancing the current control package, our goal was to increase net revenue through a higher average gift.
The Solution
Enhancing the Camp Voucher Package
We introduced a high touch, mid-level package that looked like it was personally assembled for the donor. The package included a hand addressed envelope and reply, a proposal that outlined how donors could support the Camp Scholarship program, the major giving officer’s contact information and static arrays linked to specific gift amount benefits.
Breakthrough
Accessing Larger Gift Potential
The results were astounding! The Salvation Army’s direct mail campaign metrics improved in all metrics compared to the prior year, with a net revenue increase of 99.98% and an average gift amount increase of $67.31.
Mid-level donors are vital to a fundraising program’s longevity and require special attention. Personalized messages and multi-touch packages build deeper connections with this group and ensures their support.
