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Raising the Bar on Donations with Cross-Media Marketing

Morris Habitat for Humanity (MHFH) in Morris County, New Jersey conducts an annual fundraising appeal. They have always taken a traditional direct mail approach with a standard package consisting of personalized letter, gift card, brochure and response envelope inserted into a #10 outgoing envelope. For their 25th Anniversary Appeal, which was launched in October 2010, MHFH decided to leverage state-of-the-art technology in a multi-touch personalized campaign as a way to maximize their efforts and get the best possible return on investment.
MHFH wanted to raise the bar on donations in a big way for their 25th Anniversary, with a goal of a 25 percent increase in donors and average gift amount.Over the year-long campaign, the goal was to raise $100,000, which would be enhanced by a $25,000 challenge grant from a generous supporter should the goal be reached. Working with partner SVO, Inc., MHFH created a fresh approach to connect with potential donors at a more personal level.
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