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.
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.
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.
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.
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