Challenge
YMCA had used inserts and other channels in the past to drive donations but never direct mail. Our objectives were to test this new channel, recruit new donors in a cost-effective manner and uplift our already ongoing Xmas insert campaign.
How we joined the dots
We completed a full profile of their donor base to fully understand who their supporters were. The nature of direct mail allowed for us to target only those who were most likely to donate.
Results
The direct mail plan over-delivered versus forecast driving 13% more donations and a 12% higher response rate. This campaign also uplifted our ongoing insert activity and helped identify a valuable source of data for ongoing use.
Impact/outcome
Direct mail is now being used again for an ongoing Lent campaign and is being used to push YMCA’s Room sponsor program.
13%
increase vs forecast in donations
12%
increase in RR% over forecast
