The museum’s annual mailing offered to inscribe a donor’s name (or honor someone special) by including it “alongside” Amelia Earhart, Neil Armstrong and other “aviation and space exploration heroes” on a Wall of Honor outside the museum.
But it was losing too much money. We had to make a bold move to boost response and trim expense: sent a drive-to-web postcard instead.
This surprising choice of an attractive invitation, captivating image, and inexpensive format netted a profit instead of $60 per donor instead of losing $38 per donor with the previous format.
The postcard produced a 73% higher response rate than our first postcard test in 2018, brought in 124% more gifts at $100, and doubled the previous year’s net revenue.
