Campaigns for WHYY & LSU Health Shreveport Foundation Yielded Superior Results & ROI
July 27, 2017; PLYMOUTH, MA – DMW Fundraising is proud to have received two Gold NEDMA Awards for results-driven client projects. The direct marketing agency was honored on July 19 at the New England Direct Marketing Association’s 36th Annual Awards for Creative Excellence at Bentley University in Waltham, MA.
“I’m thrilled that DMW Fundraising earned two Gold NEDMA Awards this year,” said Debbie Merlino, President of DMW Fundraising. “Our team produced innovative, targeted campaigns that yielded quite successful results for WHYY and LSU Health. From account managers to creative to media buyers, these campaigns illustrate the power of direct response marketing done right.”
WHYY Year-End Digital Campaign
Category: Fundraising Integrated Campaign
WHYY, Greater Philadelphia’s leading public media provider, looked to DMW Fundraising to test more advanced multi-channel techniques to enhance their existing fundraising programs and raise more net revenue. The agency was charged with planning and executing a suite of new digital tactics, including paid search and Facebook display ads.
To illustrate the campaign’s success, consider the Google AdWords effort. With a media cost of only $531, DMW Fundraising was able to generate over $31,000 in gross revenue! The average gift for the campaign was $159.20. The conversion rate for the effort was an impressive 26%, indicating that more than one out of every four people who clicked on the ad donated to WHYY.
With the Google AdWords success, the agency implemented a mirror campaign on Bing, which also enjoyed terrific results. The media cost of $139 resulted in nearly $10,000 in gross revenue with a conversion rate of 28%. Final results for the entire digital effort were strong: DMW Fundraising was able to generate more than $45,000 in gross revenue with a media spend of less than $9,000.
LSU Health Shreveport Foundation White Coat Fall Appeal
Category: DM on a Shoestring/Budget Under $10,000
Louisiana State University Health Shreveport Foundation has a tradition of presenting white coats to second-year students – it’s a symbolic and meaningful gesture. For the first time, the coats were paid for by alumni donations in 2016. LSU Health wanted to incorporate this ceremony into a direct marketing appeal that would serve as a stewardship and revenue generating effort. Their hope was that it would help the target audience of alumni, students, parents and community members feel even more connected to the school and encourage long-term giving.
DMW Fundraising developed highly targeted messaging designed to make the reader feel vital to the white coat ceremony. The package was mailed to alumni, students and community donors who would appreciate the importance of the program and would be motived to give.
In November 2016 the newly designed package was mailed to 7,500 donors, lapsed donors (including alumni and community supporters) and parents. Two weeks after the initial appeal mailed, a follow-up letter was sent to a random selection of half of the initial prospect population.
Although the budget for the program was small (perhaps because previous fundraising efforts had consistently fallen short of expectations), the entire mailing performed very well. The response rate exceeded projections at 1.98% and $5.55 ROI (vs projected 1.42% response and $2.41 ROI). However, the standout story is that the current donor segment generated a 15% response rate and a $76.85 ROI, making it the most successful direct mail package LSU had ever mailed.
About the NEDMA Awards
The New England Direct Marketing Association is the oldest regional direct marketing association in the country. The 36th Annual NEDMA Awards for Creative Excellence were announced at Bentley University in Waltham, MA. Submissions were categorized by print, direct mail, broadcast, interactive, collateral, technique, integrated media campaign and DM on a shoestring. Entries were judged by DMA members in Philadelphia and Stamford, CT. Learn more at www.nedma.com/about.
About DMW Fundraising
DMW Fundraising is a direct response agency that assists non-profit organizations in realizing the full potential of their fundraising and membership programs. The agency specializes in developing inspiring individual donor programs through direct mail, digital and integrated campaigns. Our services include strategic planning, creative development, prospect list services and comprehensive production and campaign management as well as results analysis. To learn more about DMW Fundraising, please visit www.dmwfundraising.com.
For more information or to schedule an interview, please contact Jeff Meyers at firstname.lastname@example.org or (856) 651-8978.