Middle donor mailing for St. Josefs Indianer Hilfswerk
How to ask the top donors in your database for a larger donation (even in a difficult market)
How to ask the top donors in your database for a larger donation (even in a difficult market)
Which of your donors are likely to give more if you ask them to? If you are not mailing your mid-level donors, you are missing out on opportunities. That is exactly why a mailing like this is part of the annual plan of the German St. Josefs Indianer Hilfswerk e.V. This year, their mailing to mid-level donors performed better than expected, despite difficult market conditions.
The challenge: a market under pressure
The German market is under pressure. There is inflation, war in Iran and Ukraine, and Germany is even closer to Ukraine than we are. What’s more, several car manufacturers, an important part of Germany’s economy, are facing financial uncertainty. People are feeling the effects in their wallets.
We know there are always donors who are willing and able to give more. Donors are keen to support causes that have a lasting impact, especially in a difficult market.
The strategy: raise large donations for a specific project
Successful mid-level donor mailings focus on specific projects. For St. Josefs, we asked donors for a donation towards a campus renovation project.
Another important aspect is approaching donors in the right way. You are asking for a larger gift. The mailing should therefore be personal, and the donor should feel genuinely valued.
What’s more, you can ask more than once.
We sent the following on behalf of St. Josefs this year:
- An initial mailing to 15.000 major donors
- After one week: a reminder mailing to 5.000 donors
- After 14 weeks: an update mailing to all 15.000 donors
The campaign: ‘A home where dreams come true’
Children living on Native American reservations in South Dakota face poverty. There is no heating or running water. They are often exposed to domestic violence, alcohol abuse and drug abuse. These children are at greater risk of going down the wrong path.
At St. Joseph’s Indian School in South Dakota, USA, children receive an education and a place to live. On campus, the children live in comfortable homes, giving them a sense of safety and security. However, the roofs of the campus homes are old. They urgently need to be replaced and insulated.
Mailing content Major donors
The mailing pack came in a C4 envelope with a handwritten address and stamp and contained:
- An A3-sized map folded to A4 size, showing the site and all the steps that need to be taken. On the reverse, a cross-section of a house.
- Personalised project proposal (6 pages) with a personalised gift ladder
- A letter
- A Zahlschein (German payment slip)
Personalised project proposal
The project proposal consisted of:
- A detailed proposal for the refurbishment project. A breakdown of costs. This was a genuine quotation from a local contractor, stapled to the proposal. An arrow indicates the amount we were asking the individual donor to give.
Major Donor update mailing
The message in the update mailing: 70% has now been funded, 30% is still needed. The mailing pack is very similar to the first mailing, but the project proposal is more concise.
- 1 polaroid photo of a Lakota child;
- A Zahlschein (German payment slip)
- 4-page personalised project proposal
- A letter (two versions: one for people who have already donated and one for people who have not yet donated to the project)
Result: beyond expectation
Despite the difficult market, the first mailing performed better than expected. And significantly better than the previous year.
- Average donation amount: €105,00
- Response rate: 8.6%
- ROI 4,07
The update mailing for this campaign appears to be performing even better.
- Average donation amount: €114,00
- Response rate: 7,4%
- ROI 4,28
About St. Josefs Indianer Hilfswerk and Mindwize
St. Josefs Indianer Hilfswerk and Mindwize have been working together over 20 years. During this time, the donor database has grown to more than 600.000 donors, of whom 124.000 are active. The foundation raises funds for St. Joseph’s Indian School in South Dakota, USA.
Poverty, unemployment and substance abuse are serious issues on Native American reservations. St. Joseph’s Indian School has been helping children and families in need since 1927. Every year, more than 200 Lakota (Sioux) children receive education and a place to live – all at no cost to their families. The children regain pride in their culture by learning the Lakota language, studying Native American culture and reconnecting with their families.
