American Red Cross; 23% ROI due to personalization
The American Red Cross Midland/Gladwin Chapter wanted to develop a Holiday direct mail appeal to its donor list of nearly 700 people. Recognizing that it would be going head-to-head with a myriad of other appeals and a flood of marketing literature during the busy holiday season, the Red Cross needed a cost-effective, but high-impact piece that would deliver exceptional results.
McKay Press, an RR Donnelley company in Michigan, recommended utilizing variable data digital printing to develop an appeal that was personalized to each donor for maximum readership and response. Working within the chapter’s limited budget, McKay created a direct mail piece that addressed each donor individually and expressed appreciation for their past support.
The Red Cross chapter sent the personalized appeals to more than 675 of its top donors. The 154 responses represented a success rate of nearly 23 percent, completely unprecedented in its past campaigns. “In addition to an exceptional return on a very modest investment, we were gratified by the comments we received from donors who appreciated the personalized approach and the quality of the appeal,” said Jennifer Parks, Development Director.