Successful sustainer program increased conversion rates 200%+
PLYMOUTH, MA – June 3, 2016 – DMW Fundraising received a 2016 Benny Award for its work on the NET Foundation’s April Sustainer Invitation Package. The submission garnered an Honorable Mention in the Direct Mail – Fundraising/Non-Profit category.
With the national donor attrition rate at approximately 50%, a top priority for many non-profits is to increase the number of monthly donors (i.e., “sustainers”). Sustainers generally have retention rates exceeding 75% and are the foundation of some of the healthiest fundraising programs. Sustainers generate predictable income streams for organizations and tend to be more mission-focused.
In this award-winning case, DMW Fundraising developed a fresh design and rewrote the entire sustainer invitation package for NET (Nebraska’s PBS and NPR stations) making the offer more straightforward and compelling. The package featured a warm, friendly letter that included full-color images of the station’s most popular programs. The back of the letter highlighted a Sustainer Rewards and Benefits section to make the features of the monthly giving program easy to understand at a glance. The copy for both terms of agreement and the reply slip were simplified and encouraged use of electronic funds transfer.
Nebraska Public Media was very excited by the results of the new package and for good reason: total revenue was up 62% compared to the same period in the previous year and, more importantly, the conversion rate rose more than 200%. The client continues to mail this package with increasingly better results.
“With appeals of this nature, we aim to strike a balance between sufficiently informing prospects while keeping it simple for them,” said Debbie Merlino, President of DMW Fundraising. “We’re very proud of the work we’ve done for NET and clients like them. It is gratifying to see continued improvement in a mature fundraising program.”
The 2016 Benny Awards winners were revealed at a banquet in early May. Sister company DMW Direct also took home several Benny Awards at the event.
About The 2016 Benny Awards
The Benjamin Franklin Awards for Direct Marketing Excellence (“Bennys”) serve to honor the significant achievements of direct marketers in the Greater Delaware Valley; recognize outstanding work within the direct marketing arenas; and foster pride, competition and the free exchange of ideas among members of the Philadelphia direct marketing community. This annual competition has been held by the Philadelphia Direct Marketing Association for more than 40 years and represents a hallmark of success in the community. To avoid conflict of interest, members of the New England Direct Marketing Association evaluated and judged the entries.
About DMW Fundraising
DMW Fundraising is a direct response agency that assists regional non-profit organizations in realizing the full potential of their fundraising and membership programs. The agency specializes in developing inspiring individual donor programs through direct mail, digital and integrated campaigns. Our services include strategic planning, creative development, prospect list services and comprehensive production and campaign management as well as results analysis. To learn more about DMW Fundraising, please visit www.dmwfundraising.com.
For more information or to schedule an interview, please contact Jeff Meyers at firstname.lastname@example.org or (856) 651-8978.