In 2011, the Women’s Humane Society mailed two self-produced newsletter campaigns that generated just $11,000 in total gross revenue (resulting in overall negative net revenue for the combined efforts). The content of the mailings focused on the day-to-day expenses of the organization, such as utilities, food, and medical care. The package included a 16-page self-mailer with a nested remit envelope.
The goal was to share information with the reader that would be interesting and valuable, promote the work of the Women’s Humane Society, and raise funds to cover the cost of the communication.
DMW Fundraising brought a targeted approach to audience selection. We identified a group of recent animal adopters, and selected them for mailing for the first time. We also targeted all current and recently lapsed donors.
Our team redesigned the package so it was streamlined to a 6-page newsletter that mailed in a #10 OE with a personalized reply and a separate #9 RE. This is a more traditional newsletter format for nonprofits and one that DMW Fundraising has had tremendous success with. The slimmed-down version was successful because it shared a good amount of valuable and interesting information that appealed to donors–tips on proper animal care, and articles about the activities and accomplishments of the Women’s Humane Society, but not the overwhelming amount of information that the old format provided.
Due to the changes made to this mailing — careful targeting audience selection, thoughtful packaging and format — gross revenue for this one mail effort was more than 50% higher than the total annual revenue generated by the Women’s Humane Society in 2011 and generated immediate positive net revenue: the kind of demonstrable ROI the Women’s Humane Society had never seen previously.