Animal welfare organization says thank-you

An animal welfare organization, located in the middle of the country, struggled with the retention rates of its donors. It did a great job bringing new donors in, but then lost them within the first year.

Getting the second gift as soon as possible is important to any organization, but more so in the animal welfare market, because of its high competition.

We identified that the organization did not have a good system in place to tie the donor to the organization. Their thank-you letter was weak and did not go out regularly. We changed the mailing frequency from every 6 weeks to every 2 weeks. We developed a stream of thank-you cards for the year, a technique we had tested for other clients.

Thanks to this new approach, response rates doubled, average gifts went up and retention rates increased.