Are acquisition package and list fatigue bringing you down? In this session you'll hear from non profits who opened up new markets and improved their prospecting with new acquisition creative. The professionals will take you step by step through the thinking and testing that got their organizations to these acquisition breakthroughs.

1. FROM SATURATION TO
SUCCESS: ACQUISITION
BREAKTHROUGHS!

2. 2
INTRODUCTIONS
Margaret Romig
Account Manager
Lautman Maska Neill &
Company
Danielle Green
Associate Director of
Membership
Chesapeake Bay
Foundation
Nicole Martin
Senior Director of
Marketing Population
Connection
#DMANFDC

3. 3
TODAY’S DISCUSSION
New Approaches for Acquisition Success
#DMANFDC
• DOROT: Testing success!
• Chesapeake Bay Foundation: Tests in
progress
• Population Connection: Upcoming tests

4. 4
CASE STUDY
#DMANFDC
DOROT is a social service organization on New
York’s Upper West Side. DOROT alleviates social
isolation among the elderly and provides services
to help them live independently as valued
members of the community.

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DOROT Donor Program
• 16,000 active donors
• Fundraising includes direct mail and
planned giving.
• Program raises $1.1 million
annually

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Market is limited
#DMANFDC
• It is limited geographically as the bulk of their services are
only provided to seniors in New York City.
• DOROT is a Jewish agency whose case for support appeals
exclusively to the Jewish list market.
• DOROT has engaged in direct response acquisition for more
than 20 years, they have extremely high market saturation.

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Fall package is successful!

8. 8 #DMANFDC
Challenge:
Break into Spring
Tested a Passover-specific
acquisition package

9. 9 #DMANFDC
How do we make Spring work as well as Fall?
• Start with what we know: Meal ticket coupons strongly
motivate response.
• Without a new market, look at a new, meaningful time of year:
Passover.
• Small market means we need more package testing: Change
to small format, but keep coupons that work!

10. 10
The new Passover package lifted response by 5% and gave DOROT a
bigger window for prospecting!
Without new names to prospect, we built on our coupon success and
developed a new package for an additional avenue to donors!
This gave us an influx of donors that extended throughout the year.
#DMANFDC
Results:

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Next Step:
Stay ahead of package fatigue
Tiny format increased
response 23%!

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TAKEAWAY
What we’ve learned from DOROT and other
organizations in limited regional markets is that
continued, aggressive package testing that builds
on successes is critically important to continued
growth.

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CASE STUDY
#DMANFDC
The Chesapeake Bay Foundation fights for
effective, science-based solutions to pollution
damaging the Chesapeake Bay and its rivers and
streams.

14. 14 #DMANFDC
CBF Membership
Program
• 60,000 active donor
households
• Fundraising includes
direct mail, digital,
events, and workplace
giving.
• Program raises $5.2
million annually

15. 15 #DMANFDC
Can we make new markets work in the
limited geographic region?
• CBF limits mail to states surrounding the
Chesapeake Bay watershed.
• We are committed to acquisition
investment and have a very aggressive
schedule.
• Mailing in same market for many years.
• Lots of package testing against a long-
standing control – a real challenge to beat!

16. 16 #DMANFDC
Challenge:
Break into untapped markets
Tested animal-focused acquisition package

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• Doubled response rate in co-op lists!
• Lifted response by 30% in animal lists!
• Opened up 195,000 names in the animal market
#DMANFDC
Results:

18. 18 #DMANFDC
NEXT STEP:
Reduce costs by
using options
overseas

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TAKEAWAY
• Developing new creative showed us a way to
new list strategy.
• Using a new messaging approach gave us an
opportunity to target new prospects.

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CASE STUDY
#DMANFDC
Population Connection seeks to improve quality of life and protect
our environment by stabilizing global population. We educate
young people in the U.S. and advocate for progressive action to
achieve universal, affordable access to reproductive health care
and family planning options worldwide.

21. 21 #DMANFDC
Population Connection Marketing
Program
• 40,000 active members
• Multi-channel program raises $12
million annually

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How to connect the dots for new
prospects?
#DMANFDC
• Population Connection's mission recognizes that human
population growth affects many of our world's most pressing
challenges.
• In 1968, when the organization was founded, rapid global
population growth was prominent in the media.
• It has been a challenge to connect with subsequent generations
of prospects.
• The 9x12 Survey control is very expensive but tough to beat.
• We need a new perspective!

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Test 1: Timely Trump
message
#DMANFDC

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Test 2: Which message appeals?
Testing different messages in acquisition
shows prospects different facets of the mission.

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TAKEAWAY
• Population Connection’s mission appeals to different
donors for different reasons.
• We can no longer rely on a general overview message in
acquisition, but should focus on messages that target
donors where they are, and help us find out what
engages prospects.
• Keeping messaging timely re-energizes the acquisition
program!

26. 26
Thank you! Questions?
Margaret Romig
Account Manager
Lautman Maska Neill &
Company
mromig@lautmandc.com
Danielle Green
Associate Director of
Membership
Chesapeake Bay Foundation
dgreen@cbf.org
Nicole Martin
Senior Director of Marketing
Population Connection
nicole@populationconnection
.org
#DMANFDC