You never know what trends will pop up unexpectedly in acquisition programs. Recently, we noticed that multi-buyer list performance has been waning in one client’s direct mail prospecting program. A quick check revealed that this depression coincided with when we’d started using commercially compiled lists. So we did some analysis to see if, in fact, compiled list multi-buyers were pulling down overall multi-buyer performance. For this client, that turned out to be the case.

Avalon has run a number of successful tests in our marketing efforts recently, so I’d like to share a few of our best results:

 

• In an acquisition program for an environmental advocacy client, we created a new control package by borrowing from a successful online appeal to update our existing control. We designed a new, visually compelling carrier and a new lead for the letter that referenced the envelope photo. We saw a 27% lift in response and a huge increase in net per thousand – a terrific reminder that a fresh, winning prospecting package may be hiding among your non-acquisition materials…

Now that we’ve caught our breath after the rush of year-end fundraising, here’s a summary of the ups and downs of our online efforts in December:

We’re all about crunching numbers and evaluating returns, especially when it comes to benchmarking how our clients’ program performance stacks up against similar organizations. We recently compiled Avalon clients’ fundraising results across various industries, like arts and culture, environmental and conservation, and advocacy – check it out for a sense of how your results compare. We’ve also included a quick reference guide to help you delve into your spreadsheets, recognize meaningful stats, and plan your next outreach to donors or prospects. And as always, Avalon is available to dive into the data beyond with you!

Target Analytics’ Index of National Fundraising Performance for the second quarter of 2011 is out. To see the full report, visit:   http://www.blackbaud.com/targetanalytics/benchmarking/nationalindex.aspx

According to an October 25, 2011 AP article, as of late September, Americans’ confidence in the economy is at its lowest since 2009, when we were in the midst of a deep recession. See the full  article at: http://news.yahoo.com/consumer-confidence-lowest-since-recession-160735732.html

Some highlights (lowlights?):

The New York Times ran an extensive Giving section on November 2, 2011, in which many of the articles focused on the gap between on-the-ground, local charitable giving that helps individuals — like direct aid to food banks and homeless shelters — and philanthropists who want to find and fund ways to erase poverty and homelessness on a national or worldwide basis.

To create a successful control package, advocacy/political groups need to balance two competing needs.  First, the package must be pertinent to the ever-changing political climate. Second, it needs to maintain enough of an institutional focus for prospective long-term donors.  The League of Women Voters’ current control is a great example of achieving that balance.

We’ve heard of the possible changes for the U.S. Postal Service – from the recent coverage of suspending Saturday mail delivery to the increase in first class postage.  Clearly any proposed changes are bound to affect direct mail production and budgets.

It’s that time of year again … time to start hunkering down for year-end campaigns and for Avalon’s Top 10 tips to ensure your year-end fundraising is a success.