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Case Study

Denver Dumb Friends League

How the animal welfare organization utilized GivingDNA to segment and revolutionize their direct marketing program to earn over double the donations year-over-year.

By the
Numbers

141%

increase in revenue YOY

111%

increase in responses to mail campaign YOY

85%

increase in total gifts YOY

By the
Numbers

141%

increase in revenue YOY

111%

increase in responses to mail campaign YOY

85%

increase in total gifts YOY

The Denver Dumb Friend League provides the most comprehensive, direct services to pets and pet owners as it works to end pet homelessness and animal suffering in the Denver, Colorado area. Through pet adoption, behavioral advice, and educational programming, the organization arms pet owners and the community with information on responsible pet care, animal safety, and ways to help homeless pets.

The Challenge

The Denver Dumb Friends League wanted to revolutionize its direct marketing program by taking its mail fundraising to the next level. Specifically, it sought to develop new strategies to engage existing donors, reactivate lapsed donors, and attract new donors through its year-end direct mail campaign.

The Solution

After reviewing The League’s existing mail campaign and file, Pursuant utilized the GivingDNA platform to identify segments of donors primed for upgrading through direct mail. It then strategically implemented an additional year-end mailing to accompany the existing holiday card to engage all levels of donors, not just high-end supporters. The two mailings were coupled with a strong digital cadence of email and social media touchpoints throughout December for a true omnichannel approach.

In addition, Pursuant recommended integrating the mailing theme with The League’s existing marketing campaign, “The Power of Touch.” By folding this into the fundraising materials and touchpoints, The League was able to leverage its marketing content and images across omnichannel communications for a cohesive and consistent campaign.

 

The Results

The League’s enhanced and comprehensive year-end direct mail campaign resonated with donors in a significant way, resulting in an 85% increase in the total number of gifts and a 141% increase in total dollars raised year-over-year. Mailing response rates also increased 111% total over the prior year. Finally, the average gift increased as well: 48% for the first mailing and 19% for the second mailing. These substantial results proved that through an omnichannel approach, The League could acquire, retain, and reactivate donors. 

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