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Integrating Online and Offline Channels to Drive Growth

K9s For Warriors Year-End Campaign

Client:
K9s For Warriors
Business:
Fundraising
Project Launch:
2016
Industry:
Nonprofit Veterans Support

K9s For Warriors is a nonprofit organization dedicated to providing service canines to American warriors suffering from post-traumatic stress disorder, traumatic brain injury, and/or military sexual trauma as a result of military service post-9/11.

Challenge

Create an omni-channel campaign to appeal to prior donors of K9s For Warriors. At the same time, target a segment of prospects from a database of “friends of” the organization to cultivate them into donors.

Solution

After a comprehensive review of prior fundraising campaigns, we identified opportunities to increase integration across digital and offline channels. A donor profile was created using demographic and psychographic variables from the NexieBase and applied to the prospect database to extract the ideal segment for donor conversion.  

Execution

This modeled data strategy was applied to a “cascaded” communications calendar, in which the target audience first received a direct mail campaign followed by a series of emails and, finally, personal phone calls, with increasing urgency around the year-end deadline.

Results

This omni-channel strategy resulted in the best ever year-end appeal for K9s For Warriors, with fantastic results:

  • Across both donors AND prospects, response rate increased 220% over projections
  • Generated revenue that was 93% higher than previous Appeals

K9 DM EmailComponents of the K9s Year-End Direct Mail and Digital

The Nexus Direct team has become a true partner in our work, visiting our facilities, interacting with our warrior graduates and their stories, and learning our work from the inside. That deep understanding and commitment matched with their data analytics and creative approach have already made our direct marketing fundraising more effective.

Becca Melesky

Director of Resource Development

K9s For Warriors

results

  • 220%

    response rate

    increase over projections

  • 93%

    higher revenue

    than previous Appeals

Media

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