The William Booth Society in Durham, NC focused its correspondence strategy on donors who gave $500 or more annually, which comprised 10% of its active donors. It sent these major donors handwritten thank you notes and recognized their generosity with personalized messages. To further engage donors emotionally, it included photos, drawings from children, and local testimonials in at least one mailing each year. Through this targeted correspondence approach focusing on its top donors, Durham was able to increase its annual mail revenue by 54% over 5 years and grow its Booth Society membership from 7 to 24 members during that period.

1. How Durham , NC built its
William Booth Society
and raised mail revenues 54%
by writing to 10% of its donors

2. • Durham active donors:
3,400
• $500-plus annual average giving:
327 (10%)
Focus on $500-plus donors

3. Correspondence strategy:
Thank each gift
• Printed letter
• Sent timely
• Hand-signed by Corps officer

4. Correspondence strategy
Recognize generosity
$500-plus donors:
Handwritten notes
• Once or more / year
• “Social” correspon-
dence on note card
• “Generosity” theme
(also “faithfulness” if
long-term)

5. Correspondence strategy
Engage emotions
$500-plus donors:
Insert at least
annually
• Photo
• Child’s drawing
• Local testimony

6. Correspondence strategy
Recognize impact
$100-plus gifts
• Printed letter
• Hand-signed
• From Advisory Board chairman
• Recognizing impact
• For each $100-plus gift

7. Localize: special cards, inserts
• Centennial
• Boys & Girls
Club photos
• “In Honor”
• “In Memorial”
• “We’re Praying
for You”
• Bellringing
photos

8. Annual celebration
Advisory Board
member hosts
Booth Society
members at a
local restaurant

9. The 2010 Booth Society in
Durham , NC
From 7 to 24 members
in 4 years

10. Impact on revenues
* Durham’s Booth Society membership is on a calendar year basis.
FY Mail
Income
% Change Booth
Members
2006 $426,449 7
2007 $614,174 9
…
2010 $658,182 24
5 yr change $231,733 54% 240% (#)
400% ($)

11. Let Donors See
What They Support
Local Images Paint the Picture
of Their Philanthropic Impact

12. Localize: special cards, inserts
• Centennial
• Boys & Girls
Club photos
• “In Honor”
• “In Memorial”
• “We’re Praying
for You”
• Bellringing
photos

13. Our Boys & Girls Club kids
always want their pictures taken!
• Take lots!
• Crop for
different
uses
• Print wallet-
sized to
insert with
letters

14. Write on the back of pictures …
“I’m having fun at the Club!”
“Mrs. K helps me a lot.”

15. “In honor and “In memory” cards
A gift has been made by
in memory of
to The Salvation Army,
serving Durham, Orange and
Person counties.
Thank you for keeping hope
ringing in the hearts of
neighbors in need
throughout the year.

16. Centennial notecard
During its 100th
anniversary
year, Durham
made special
stationery and
an augmented
logo.