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Reactivating Lapsed Donors with Holiday Appeal

St. John of God Lapsed Campaign

Client:
St. John of God Ireland
Business:
Fundraising
Project Launch:
2016
Industry:
Non Profit Human Services

Saint John of God, with several locations outside of Dublin Ireland, is an international organisation providing a range of health and social care services for children and adults. Across Ireland, they provide services in the areas of intellectual disability, mental health, and older people. 

Challenge

To reactivate donors from a pool of 10,000 lapsed supporters, consisting of both direct cash givers and regular givers, in the wake of a period of challenging press coverage that St. John of God had recently received. 

Solution

Although active donors were receiving a rather flashy holiday package, for the lapsed, we recommended a more conservative approach, humbly communicating the need for support in a way that was in line with the creative this audience had responded to in the past.

Execution

To address the lingering media controversy, we also developed an insert to convey transparency around how SJOG would use their gift and communicate with the donor in the future. 

SJOG2


St. John of God Holiday Appeal - Lapsed Donors 

Results

The campaign reactivated over 400 lapsed donors, and the response rate exceeded projections by over 300%.  

results

 

  • 400

    donors

    reactivated

  • 300%

    response

    over projections  

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