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From Saturation to Success: Acquisition Breakthroughs!

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Are acquisition package and list fatigue bringing you down? In this session you'll hear from non profits who opened up new markets and improved their prospecting with new acquisition creative. The professionals will take you step by step through the thinking and testing that got their organizations to these acquisition breakthroughs.

Published in: Government & Nonprofit
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From Saturation to Success: Acquisition Breakthroughs!

  1. 1. FROM SATURATION TO SUCCESS: ACQUISITION BREAKTHROUGHS!
  2. 2. 2 INTRODUCTIONS Margaret Romig Account Manager Lautman Maska Neill & Company Danielle Green Associate Director of Membership Chesapeake Bay Foundation Nicole Martin Senior Director of Marketing Population Connection #DMANFDC
  3. 3. 3 TODAY’S DISCUSSION New Approaches for Acquisition Success #DMANFDC • DOROT: Testing success! • Chesapeake Bay Foundation: Tests in progress • Population Connection: Upcoming tests
  4. 4. 4 CASE STUDY #DMANFDC DOROT is a social service organization on New York’s Upper West Side. DOROT alleviates social isolation among the elderly and provides services to help them live independently as valued members of the community.
  5. 5. 5 #DMANFDC DOROT Donor Program • 16,000 active donors • Fundraising includes direct mail and planned giving. • Program raises $1.1 million annually
  6. 6. 6 Market is limited #DMANFDC • It is limited geographically as the bulk of their services are only provided to seniors in New York City. • DOROT is a Jewish agency whose case for support appeals exclusively to the Jewish list market. • DOROT has engaged in direct response acquisition for more than 20 years, they have extremely high market saturation.
  7. 7. 7 #DMANFDC Fall package is successful!
  8. 8. 8 #DMANFDC Challenge: Break into Spring Tested a Passover-specific acquisition package
  9. 9. 9 #DMANFDC How do we make Spring work as well as Fall? • Start with what we know: Meal ticket coupons strongly motivate response. • Without a new market, look at a new, meaningful time of year: Passover. • Small market means we need more package testing: Change to small format, but keep coupons that work!
  10. 10. 10 The new Passover package lifted response by 5% and gave DOROT a bigger window for prospecting! Without new names to prospect, we built on our coupon success and developed a new package for an additional avenue to donors! This gave us an influx of donors that extended throughout the year. #DMANFDC Results:
  11. 11. 11 #DMANFDC Next Step: Stay ahead of package fatigue Tiny format increased response 23%!
  12. 12. 12 #DMANFDC TAKEAWAY What we’ve learned from DOROT and other organizations in limited regional markets is that continued, aggressive package testing that builds on successes is critically important to continued growth.
  13. 13. 13 CASE STUDY #DMANFDC The Chesapeake Bay Foundation fights for effective, science-based solutions to pollution damaging the Chesapeake Bay and its rivers and streams.
  14. 14. 14 #DMANFDC CBF Membership Program • 60,000 active donor households • Fundraising includes direct mail, digital, events, and workplace giving. • Program raises $5.2 million annually
  15. 15. 15 #DMANFDC Can we make new markets work in the limited geographic region? • CBF limits mail to states surrounding the Chesapeake Bay watershed. • We are committed to acquisition investment and have a very aggressive schedule. • Mailing in same market for many years. • Lots of package testing against a long- standing control – a real challenge to beat!
  16. 16. 16 #DMANFDC Challenge: Break into untapped markets Tested animal-focused acquisition package
  17. 17. 17 • Doubled response rate in co-op lists! • Lifted response by 30% in animal lists! • Opened up 195,000 names in the animal market #DMANFDC Results:
  18. 18. 18 #DMANFDC NEXT STEP: Reduce costs by using options overseas
  19. 19. 19 #DMANFDC TAKEAWAY • Developing new creative showed us a way to new list strategy. • Using a new messaging approach gave us an opportunity to target new prospects.
  20. 20. 20 CASE STUDY #DMANFDC Population Connection seeks to improve quality of life and protect our environment by stabilizing global population. We educate young people in the U.S. and advocate for progressive action to achieve universal, affordable access to reproductive health care and family planning options worldwide.
  21. 21. 21 #DMANFDC Population Connection Marketing Program • 40,000 active members • Multi-channel program raises $12 million annually
  22. 22. 22 How to connect the dots for new prospects? #DMANFDC • Population Connection's mission recognizes that human population growth affects many of our world's most pressing challenges. • In 1968, when the organization was founded, rapid global population growth was prominent in the media. • It has been a challenge to connect with subsequent generations of prospects. • The 9x12 Survey control is very expensive but tough to beat. • We need a new perspective!
  23. 23. 23 Test 1: Timely Trump message #DMANFDC
  24. 24. 24 #DMANFDC Test 2: Which message appeals? Testing different messages in acquisition shows prospects different facets of the mission.
  25. 25. 25 #DMANFDC TAKEAWAY • Population Connection’s mission appeals to different donors for different reasons. • We can no longer rely on a general overview message in acquisition, but should focus on messages that target donors where they are, and help us find out what engages prospects. • Keeping messaging timely re-energizes the acquisition program!
  26. 26. 26 Thank you! Questions? Margaret Romig Account Manager Lautman Maska Neill & Company mromig@lautmandc.com Danielle Green Associate Director of Membership Chesapeake Bay Foundation dgreen@cbf.org Nicole Martin Senior Director of Marketing Population Connection nicole@populationconnection .org #DMANFDC

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