Banner Image

Shifting from Transactional to Relational Fundraising

OBI Donor Appeals and Major Donor Program

Client:
Operation Blessing International
Business:
Fundraising
Project Launch:
2015
Industry:
International Nonprofit

Operation Blessing International, one of the largest charities in the United States, provides humanitarian relief through core programs such as disaster relief, health and medical care, hunger relief, vulnerable children and orphan care, safe water, and community development. They not only provide physical relief to those in immediate need, but also equip them to create sustainable solutions to combat poverty.

Challenge

  • Reverse a multi-year trend of decreasing revenue.
  • Revitalize their appeal program and create a major donor track to further engage high-value donors.

Solution

A thorough audit of their donor data, campaign results, and creative revealed a weak transactional approach to donors, rather than a deeper, mission-based relationship, particularly with donors who had contributed $250 or more. 

Execution

We shifted their strategy from transactional to relational by creating a targeted data strategy for each appeal — utilizing custom data models to identify high-worth donors — and further segmenting the creative and messaging based off of this identification to increase personalization and recognize the donor's relationship with OBI and their important mission. 

OBI DMOperation Blessing Direct Mail Components

results

  • 277%

    increase

    in response rate

  • 52%

    increase

    in average gift

share this: