Desert Botanical Garden
Appeal Type: Annual Fund
Date: Fall 2024
Scope of Work
To close the year with strong results and engage a broad audience of donors and members, Desert Botanical Garden partnered with Daniller + Company to develop a compelling fall annual fund campaign.
Mailed in two phases—an initial drop in early November and a follow-up just after Thanksgiving—the campaign was carefully timed to cut through the noise of a presidential election year and capture year-end giving momentum.
A matching gift challenge served as the central motivator, inviting donors to “make twice the difference” for the Garden’s essential conservation work. The campaign also offered donors giving $150 or more an exclusive invitation to a donor tour, adding a meaningful incentive for higher-level gifts.
The package used a warm, personalized tone and vibrant Garden imagery to convey the impact of donor support. Two versions were mailed as part of a creative test—one featuring a four-color photo envelope and another with a two-color cost-efficient version—to determine whether the simplified format could sustain comparable results.
The warm, inviting design showcased beautiful Garden imagery and reinforced the message that donor support directly sustains the Garden’s mission year-round.
Results
The 2024 Annual Fund campaign achieved outstanding results, far exceeding the prior year’s performance across all key metrics:
- +49% increase in gifts
- +37% increase in total income
- +36% increase in net revenue
The four-color photo outer envelope outperformed the two-color test group, achieving a higher and statistically significant response rate—confirming the value of visually engaging creative in driving donor response.
Key Takeaways
- Record-Breaking Results: Significant increases across all performance metrics demonstrate the power of year-end timing and strong messaging.
- Effective Testing: The creative test yielded clear insight—investing in full-color design delivered measurable return on investment.
- Incentive-Driven Success: The matching gift and donor tour offers effectively encouraged higher-level giving.
- Smart Segmentation: Personalized touches for VIP donors enhanced stewardship and deepened relationships.
Conclusion
The Desert Botanical Garden 2024 Annual Fund campaign exemplifies strategic year-end fundraising at its best—combining timely messaging, strong creative, and meaningful donor incentives to deliver exceptional results.
By blending emotional appeal with data-driven testing, the campaign not only exceeded revenue goals but also strengthened donor loyalty and engagement heading into a pivotal new year.
