The adjusted strategy involved postponing the mail date, revising package content, and staying flexible during the constantly evolving situation.
The acquisition package was updated to acknowledge the COVID-19 pandemic, and though member benefits and special offers were included throughout, the messaging focused on NMWA’s mission and case for support. Recipients were also offered an alternate donation option to support the Museum. The direct mail campaign was complemented with a robust digital campaign, including emails and a campaign-specific landing page.
Despite the economic and social uncertainty, the campaign surpassed projections developed prior to the COVID outbreak, achieving a 22% higher response rate and 18% more revenue.