Campaign Type: Monthly Giving Program
Background: An environmental charity looked to expand its monthly giving program. The charity had relied solely on mail to solicitate the donations. The mailings were generating lower than projected pledge amounts and fulfillment rates.
SIGNIA added telefundraising to the promotional mix. The tactic produced a higher response rate, higher pledge amounts and improved pledge fulfillment. As a result, the charity increased its return on investment.
Results:
| Initial Pledge Amount | $15-24 | $25-49 | $50-99 |
|---|---|---|---|
| Monthly Giving Pledge % | 4% | 4% | 4% |
| Avg. Pledge | $12 | $13 | $15 |
| 1X Pledge | 7% | 7% | 7% |
| Ave. Pledge | $20 | $30 | $50 |
| % Contact | 15% | 15% | 15% |
| Fulfill | 95% | 95% | 95% |
| Cost per Contact | $4.50 | $4.50 | $4.50 |
Benefit to client: The 1-on-1 conversation provides the opportunity to explain the need for monthly gifts and overcome objections to making a more substantial commitment to the charity. The results deliver high-value donors with strong connections to the organization.