What does it take to convert a direct mail campaign into responses?
Räddningsmissionen is a registered charity in Gothenburg working with social deprivation, such as homelessness, substance abuse and poverty. It wanted to acquire new donors, and asked Mindwize for help to design a new direct mail campaign based on proven fundraising principles.
We jointly set an ambitious response frequency target. A target that the campaign not only reached, but also exceeded with ease.
A campaign that touched hearts
Running a Christmas campaign was a conscious strategic decision. Räddningsmissionen has a strong and appealing message, not least at Christmastime when the contrast between the under-privileged and normal family life can seem so bleak. And it was that message we wanted to highlight to awaken empathy and action.
A very specific way of doing so was to spotlight Räddningsmissionen’s café, where anyone in need can go for breakfast and to exeprience the comfort of being with others. We decided to follow one of the café’s volunteers in the mailshot to give the campaign a human dimension. She talks about her work and the difference it makes for anyone turning to them for a break in their daily lives and to enjoy a chat with the personnel and each other.
Following her at work in the café gave a palpable feeling what a donation to Räddningsmissionen actually means in practice.
”Collaboration with Mindwize worked well, as they not only listened to what we needed but were also highly aware of what worked for fundraising in their extensive experience”
Samuel Haugstvedt – Head of Fundraising, Räddningsmissionen
We also presented an unambiguous message in the campaign: 100 kr = 4 breakfasts. A specific problem with a solution, which feels within the reach of the reader. The message was highlighted at several strategically-selected locations that the eye is naturally drawn to, without having to read the entire letter to understand how such a small gift will make a big difference for many. We focused on what the readers could do themselves to help, instead of what Räddningsmissionen wanted from them.
Selection and timing
Selecting addresses was based on known existing donors and awareness of the population segment known to give the best response.
We also chose to time the mailshot to coincide with payment of pensions and wages, to maximise the chances of the recipient donating as soon as the letter arrived and while the impact of the message was still at its strongest.
A standout envelope
We know from experience that the envelope can be a decisive factor for boosting a campaign’s result. If the envelope is never opened, it does not matter how convincing the fundraising letter is. The envelope was therefore designed to maximise the chances of being opened by combining curiosity, recognition and perceived value, without being regarded as advertising.
The result was an envelope that not only generated curiosity, but also signalled credibility, with what turned out to be a high opening and conversion rate.
We also sent a free Christmas card in the mailshot, something that was clearly promoted on the envelope. The aim was to achieve an opening rate through perceived value, and to activate the reciprocity principle, as the recipient feels a natural inclination to give back when receiving something.
Exceeded expectations
When we analysed the results, it turned out that the campaign had achieved a response rate twice that expected.
”Our campaign performed well above our expectations and clearly achieved a higher response rate than we expected and compared to previous campaigns”
Samuel Haugstvedt – Head of Fundraising, Räddningsmissionen
Räddningsmissionen acquired more donors than expected and enhanced its long-term fundraising ability. They can therefore help more of the socially deprived in Gothenburg and offer support to anyone who might not otherwise have been able to receive it.
About Räddningsmissionen
Räddningsmissionen is a Christian charity working within the social field. It has been helping socially under-privileged people in Gothenburg for over 70 years through around 30 activities including housing, social enterprises and help for children and families. Its work brings comfort and new opportunities to people stuck in the cycle of homelessness, substance abuse and other social problems.
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