CASE STUDY

Learn how a strategic postcard campaign drove a 16% increase in response and a 152% ROI for a humanitarian organization.

The Challenge

Expand fundraising efforts to include online audiences

A well-known humanitarian and international relief organization needed an effective way to convert its website visitors into new donors. The organization sought to capitalize on the interest shown by these prospects and contact them using a method that was faster and more cost-effective than traditional long-form fundraising letters.

Solution

3-month Path2Ignite campaign

Path2Response implemented a 3-month Path2Ignite campaign. The solution involved several key steps:

Identification:

A site tag was used to identify individuals visiting the client’s website.
Matching:

These visitors were matched to the Path2Response database to append their postal addresses.
Modeling:

The site visitors were analyzed against the client’s custom direct mail acquisition model to rank, score, and identify the top prospects. This campaign focused specifically on new prospects, omitting the client's existing housefile.
Fulfillment:

Based on site traffic, new prospect names were delivered to the client weekly.
Outreach:

The client mailed postcards to these highly qualified prospects asking for a donation. This method was chosen because the recipients were already familiar with the organization, and postcards are a cost-effective and fast way to reach potential donors.

Results

Significant gains delivered

To measure the campaign’s success, a 10% random holdout panel was created from the entire matched universe for a direct comparison.

When compared to this holdout panel, the Path2Ignite campaign delivered significant gains:

CASE STUDY

Learn how a strategic postcard campaign drove a 16% increase in response and a 152% ROI for a humanitarian organization.

The Challenge

Solution

Results

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