Type: Other Nonprofits

The National WWI Museum & Memorial implemented a year-end annual fund campaign in November 2021, timed to arrive in homes around Veteran’s Day.  Daniller + Company developed an engaging package presenting the variety of experiences and exhibitions provided by the Museum and Memorial, all made possible by donor support.  Recipients were invited to help the Museum and Memorial continue this important work and honor the heroes of WWI by making a gift.

The campaign leaned into the Museum and Memorial’s connection to the Kansas City community by highlighting that 2021 was the 100^th anniversary of the dedication for the site of the Liberty Memorial, originally funded by patriotic Kansas Citians.  To encourage recipients to give right away, several special opportunities were featured in the package, including special recognition and a thank you gift for a donation of $25 or more.

The campaign used an economical #10 package with extensive personalization.  The striking outer envelope featured an engaging, historical image of the site dedication along with copy that highlighted the opportunity to honor the sacrifices of the men and women who served in the conflict.  The cornerstone of the package was the personalized letter with a perf-off reply form and compelling museum images, including an image of the Liberty Memorial.  The reply form featured personalized ask amounts based on the prior giving or member level, and a variable callout to encourage higher-level giving.

Results

The campaign achieved outstanding results, with the highest response rate and total revenue achieved from an annual fund effort to date.  The ROI was staggeringly high, at $10.57, indicating tremendous support from the community.

The appeal presented ProPublica’s strong case for support as a non-profit newsroom that conducts investigative journalism in the public interest. Timely and compelling examples of ProPublica’s reporting were included to capture recipients’ attention, provide a sense of urgency, and propel the case for support. Three versions of the package were created, each tailored to a specific audience segment with a targeted offer to drive response.

Results

The Fall 2018 Appeal proved that a direct mail campaign could bring in as many, if not more, gifts than an email-only appeal. The direct mail appeal received 40% more gifts than the March email-only appeal with 212% more gross income and a significantly higher average gift.