American Indian College Fund – Loyal Donor Campaign

SILVER: Category: Direct Mail: B-to-C (lead or order gen)

Using and Building Donor Loyalty
With two highly personalized mailings and a telemarketing follow-up, this campaign for the American Indian College Fund addressed loyal donors exclusively. The mailings expressed appreciation for past support, with a certificate of recognition, live handwriting, quality paper stock, and first-class postage. With engaging images of College Fund scholarship recipients and a tone evocative of Native American culture, the campaign gave donors the opportunity to help American Indian students cope with emergency expenses that might otherwise disrupt their schooling. The result: a 7.86% response rate, with across-the-board gift upgrading among $250 or less donors.