In moving direct mail donors up the ladder of giving, Kids Help Phone had made an investment in increasing its capacity to steward and solicit mid-level donors.
As part of these efforts, Good Works proposed an approach based upon a leadership giving model we’ve refined over several years — a highly personalized direct response campaign targeted specifically to this newly identified group of donors.
The cornerstone of a solid mid-level appeal is a semi- or fully-designated ask. Kids Help Phone’s campaign included a highly personalized high-end mailing accompanied by a proposal to donors. This proposal requested a donor to help fund an expansion of their Live Chat service by buying a Friday night of time.
The campaign also included email and phone follow up, and targeted stewardship activities.
Kids Help Phone’s first mid-level appeal exceeded the projected response rate and revenue projections. A mid-level giving package is now a permanent part of the annual direct mail plan.
“With the support of the team at Good Works, we tested a specialized mid-level giving campaign for the first time. It was so successful that it’s now a part of our annual campaign going forward. Most importantly, our donors are delighted.”
Melanie Riley, CFRE
Senior Manager, Annual Giving (Former)
Kids Help Phone