A large membership based VSO was using direct mail fund raising to help support it’s mission. In recent years, net income from their sweepstakes mailing was declining significantly.
The VSO came to Victory-360 (V360) in 2015 and asked for help in rebuilding their direct mail programs in order to generate higher net returns. These higher net returns were needed to support the veterans returning from Iraq and Afghanistan. The team also wanted to rebuild their donor base for future generations of veterans.
After redesigning the sweepstakes package, writing better copy, applying its proprietary donor demographic profiles and mailing to select names in 2016, the net returns for the sweepstakes package increased $47,967.19 over the prior year, with gross revenues increasing to over $169,000.
About the VSO
The VSO is a State based non-profit, who has been in existence for almost 100 years. The VSO provides a variety of services to support the men and women in uniform. There membership population is aging and has been declining for several years.
About the Project
Direct Mail Fundraising is a key source of funding for the VSO programs that support local Veterans in need. The sweepstakes mailing net revenues had been declining for the previous 3 years (2013-2015).
Discovery: Define the Challenge
V360 began discovery in January of 2016. Discovery included stakeholder interviews, copy review, and audience analysis. Returns on investment were well below V360 best practice benchmarks. Letter copy and donor profiles were not following industry best practices
The VSO made a business decision to move forward with a plan provided by V360 with more targeted mailings and a lower overall cost program.
Targeting: The Key
Working closely with the VSO team, V360 executed a new sweepstakes campaign in May of 2016. An analysis conducted later the same year showed a 100% increase in response rate, with lower mailing quantities.
TOTALS 2016 SWEEPS 99,948 6,662 6.7% TOTALS 2015 SWEEPS 156,023 5,005 3.2%
Response Rate Doubled
Creating a sweepstakes package that had the look and feel of a lottery ticket drives returns, while targeting donors who are demographically and psycho- graphically more likely to contribute to minimize program costs.
Net Revenue Increased By $47,967.19
Get In Touch: You can learn more about our customized direct mail fundraising solutions and how they can work for your VSO or non profit by emailing Michael@victory-360.com