Having embarked on an expansive capital campaign to replace and expand the visitor center, the Missouri Botanical Garden partnered with Daniller + Company to create a direct mail acquisition campaign and leverage this exciting new chapter. In addition to inviting members to join and experience the grand opening of the Visitor Center, Daniller proposed mailing in late 2021 and testing a dual Capital Campaign and membership ask.
The campaign mailed in October 2021, well ahead of the grand opening, and focused on this exciting time of opportunity, as well as current events and offerings. In particular, the package featured the popular Garden Glow holiday light show, with package design inspired by the bright 2021 theme. The test package included a stronger emphasis on the opportunity to support the Capital Campaign, with details on the special recognition available to encourage higher-level giving.
Both the control and test packages used a #10 package format with a window outer envelope and four panel brochure, providing ample space to display engaging Garden Glow visuals, year-round membership offerings, and updates on the new visitor center. The package was supported by a series of robust emails and paid social media ads to boost response.
Results
The campaign far exceeded projections, with 56% more gifts (1.33% response rate) and 53% more income. The ROI for the campaign was a strong $2.38, 73% higher than projected. Test results indicated that either package focus could be mailed successfully for the garden, informing our strategy for the remaining campaigns ahead of the reopening.
The campaign used a large-format package with bright colors and bold images to present the beautiful springtime season in the mail. The outer envelope featured a rainbow of flowers with inviting teasers to attract attention in the mail. A large double-parallel fold brochure, packed with engaging images, offered ample space to thoroughly explain the membership levels and benefits as well as highlight the special opportunities at the Gardens. The two-page letter was friendly and inviting, detailing the many reasons to join right away. An easy-to-use reply form summarized the special offers and reiterated the package deadline, with a reply envelope included for convenience.
With so much happening at each Garden, the campaign targeted different demographics based on location, with package elements that focused more on the Atlanta or Gainesville Garden, depending on the geography of the recipient. Special letters and brochures were created for each audience focusing on either the Atlanta Garden or the Gainesville Garden.
Results
The acquisition campaign was a tremendous success, earning 33% more gifts and 35% more revenue than anticipated for a return on investment of $2.70. The campaign also successfully increased the membership base near the Gainesville location—more than doubling the number gained from the previous year’s Gainesville-specific prospecting campaign.
The acquisition package employed a double-drop mailing strategy, where select names are mailed a second time. This provided recipients sufficient time to join and receive their free Philadelphia Flower Show tickets and take advantage of other member opportunities for the Flower Show that would take place outdoors in June rather than indoors in March, a radical change.
The new membership structure was presented clearly, with emphasis on the value of membership and call-outs incorporated to draw attention to the $150 level. Beyond Flower Show benefits, the package highlighted the impact membership has on the community.
The package design integrated the PHS brand with whimsical Flower Show branding developed by PHS. Copy and design was bright and lively, with eye-catching teasers, bold graphics, and engaging images.
Results
Despite the challenges presented by the pandemic, a modified Flower Show location and season, and a new program, the campaign was a success—exceeding income projections by 8%, with a 13% higher average gift than projected and an ROI of $2.33.
