Alzheimer Society of Canada
— Don't Forget
CHALLENGE: Increase response rates
in Renewal 1 through a new proposition for support, engage a younger audience without alienating loyal donors.
Wyers proposed "Don't Forget" — a concept that went beyond program creative towards campaign-wide messaging. The "Don't Forget" package was tested against the "control" package and another, intermediary package.
The ASC audience is made up of mostly conservative rural donors typically over 65. We chose to test donors from urban postal codes, where we'd find a more media/messaging savvy culture. The results are as follows: (all numbers are on a base value system to allow for confidentiality). Control Package: 100%
Don't Forget test package: 106%
Don't Forget variation: 110%
To place this 10% increase into context,
if the "Don't Forget" variation was mailed to the complete file, revenue would have increased an additional $97,000 (estimate).
We also concluded that this would be an excellent package to use in acquisition,
as well as rolling out the creative for donors, clearly showing that the use of a younger language and a more direct approach did not alienate an older, more conservative audience.
in Renewal 1 through a new proposition for support, engage a younger audience without alienating loyal donors.
Wyers proposed "Don't Forget" — a concept that went beyond program creative towards campaign-wide messaging. The "Don't Forget" package was tested against the "control" package and another, intermediary package.
The ASC audience is made up of mostly conservative rural donors typically over 65. We chose to test donors from urban postal codes, where we'd find a more media/messaging savvy culture. The results are as follows: (all numbers are on a base value system to allow for confidentiality). Control Package: 100%
Don't Forget test package: 106%
Don't Forget variation: 110%
To place this 10% increase into context,
if the "Don't Forget" variation was mailed to the complete file, revenue would have increased an additional $97,000 (estimate).
We also concluded that this would be an excellent package to use in acquisition,
as well as rolling out the creative for donors, clearly showing that the use of a younger language and a more direct approach did not alienate an older, more conservative audience.
Canadian Hunger Foundation
— Gifts That Matter
CHALLENGE: To connect the donors in a meaningful way to the people and regions CHF serves, creating sustainable gifts in a way in which donors can identify and feel they benefit.
RESPONSE: The Virtual Gift Catalogue, featuring gifts allowing CHF project beneficiaries to build sustainable livelihoods. Donors can make the gift on behalf of someone special and are given a "Gift That Matters Holiday Card" to let that special someone know a life-changing gift was purchased in their name. The GTM campaign has grown in capacity over the past 4 years and now generates 195% more revenue.
OUR PART: Wyers specifically determines the Mail strategy including donor, acquisition, fulfillment and stewardship mailings. The design and release dates of the online components are then coordinated into the timing and design of all mail campaigns. We have a strong direct working relationship with The Digital Channel to ensure the GTM campaign has a consistent look and a seamless execution.
Design components were integrated into the online and print catalogue. The holiday card design appeared on various supports throughout the campaign both print and online. Due to this integrated success, this program was adapted for a Valentine's Day print and online campaign…
RESPONSE: The Virtual Gift Catalogue, featuring gifts allowing CHF project beneficiaries to build sustainable livelihoods. Donors can make the gift on behalf of someone special and are given a "Gift That Matters Holiday Card" to let that special someone know a life-changing gift was purchased in their name. The GTM campaign has grown in capacity over the past 4 years and now generates 195% more revenue.
OUR PART: Wyers specifically determines the Mail strategy including donor, acquisition, fulfillment and stewardship mailings. The design and release dates of the online components are then coordinated into the timing and design of all mail campaigns. We have a strong direct working relationship with The Digital Channel to ensure the GTM campaign has a consistent look and a seamless execution.
Design components were integrated into the online and print catalogue. The holiday card design appeared on various supports throughout the campaign both print and online. Due to this integrated success, this program was adapted for a Valentine's Day print and online campaign…