Campaign Type: First Year Renewals & Final Notice
Background: A large community service charity was looking for a cost-effective lift in its first-year donor renewal efforts. The charity’s standard renewal campaign consisted of seven communications – six mailers and an outreach call at the end of the campaign. SIGNIA suggested that the charity replace on mailer with a second telephone outreach.
The results exceeded expectations! The overall lift was 20%. It was cost effective and most importantly, the renewals by telephone on the third effort performed equally as well as those renewals by mail in subsequent years.
Results:
| Initial Pledge Amount | $15-24 | $25-49 | $50-99 | $100+ |
|---|---|---|---|---|
| Pledge % | 25% | 25% | 25% | 25% |
| Avg. Pledge | $23 | $35 | $50 | $125 |
| % Contact | 15% | 15% | 15% | 15% |
| Fulfillment | 95% | 95% | 95% | 95% |
| Cost Per Contact | $4.50 | $4.50 | $4.50 | $4.50 |
Telephone Outreach as Final Notice
When the telephone is incorporated in first time renewal efforts, it is usually positioned as the last effort due to the expense of the tactic. Even when following multiple mailings, the telephone outreach produces very strong and cost-effective results.
Results:
| Initial Pledge Amount | $25-49 | $50-99 | $100+ |
|---|---|---|---|
| Pledge % | 22% | 22% | 22% |
| Avg. Pledge | $35 | $50 | $125 |
| % Contact | 15% | 15% | 15% |
| Fulfillment | 85% | 85% | 90% |
| Cost Per Contact | $4.50 | $4.50 | $4.50 |
Benefits to client: The personal communication provides an opportunity to convey the importance of their continued support