Direct Mail Campaign Solves Revenue Shortfall for Salvation Army
Coming off a soft Christmas fundraising season, the Massachusetts Division of The Salvation Army faced a revenue shortfall. They needed a fresh infusion of support in the spring.
A business-minded donor agreed to contribute $3 for every $1 given by other donors, up to a total of $200,000. A relatively small group of high value and mid-level donors was selected to receive the “Triple Impact” campaign — a multi-touch campaign that included an Impact Report on the array of services provided throughout the state. The goal was to raise $66,667 from these donors in order to secure the full amount of $200,000 from the Challenge Donor.
The Massachusetts Division received more than $210,000 in gift revenue — more than triple the original goal of $66,667 — all at a cost of only $.08 to raise $1.00.
In addition, one donor was inspired by this campaign to contribute another gift of $200,000, essentially matching the original Challenge Donor’s $200,000. The campaign far exceeded expectations and more than made up for the revenue shortfall of the preceding fall.