The Office of the United Nations High Commissioner for Refugees (UNHCR), also known as the UN Refugee Agency, is the world’s leading organization aiding and protecting people forced to flee their homes due to violence, conflict and persecution. UNHCR provides shelter, food, water, medical care and other life-saving assistance to refugees around the world.
Our multichannel package achieved:
7.75%
response rate
$207
average gift
80%
higher than net revenue goal
7.75%
response rate
$207
average gift
80%
higher than net revenue goal
THE CHALLENGE
Building a compelling fundraising offer
In our new partnership with UNHCR Canada, our first goal was to begin building a portfolio of hardworking, successful fundraising campaigns that could be refreshed and executed on an annual basis. We started this by gaining a deeper understanding of their field program work so we could translate it into a compelling fundraising offer.
THE SOLUTION
Multichannel package
Together, we chose to launch the cash assistance program for Syrian refugees living in urban areas of Jordan and Lebanon as the primary offer for their initial fundraising campaigns. We worked to design a multichannel campaign featuring a distinctive package tailored for the $500+ middle donors. The main package mailing included an oversized envelope, personalized label, photo card and a lift note. It was followed by a simple but effective reminder mailing. These mailings were also supported by a digital reminder email that directed donors to a unique donation page.
breakthrough
Successful anchor campaign
The first mail drop of the main package achieved a 7.75% response rate and $207 average gift – beating the net revenue goal by 80%. The reminder mailing was equally successful, with a 5.25% response rate and $150 average gift. This campaign has become a successful anchor in UNHCR Canada’s annual fundraising schedule and is a winning package to successfully acquire new donors to the organization.
