The Fund for Animals
A national leader in the animal protection movement and works to protect animals through education, legislation and hands-on care including the sheltering of over 1,100 animals at Black Beauty Ranch in Murchinson, Texas.

Project
The Wild Horse and Burro Campaign, April 2002
Donor Acquisition Package

Situation Analysis
The existing new donor acquisition package was suffering from list and package fatigue. In order to improve upon the results of the exiting control package, we needed to break through to the core audience with a new offer and reach a new audience to increase the longevity of the package.

Objectives
Improve response among core lists and obtain a favorable response from the new market audience, increase revenue and lower the cost per dollar raised.

Strategy
Continue to utilize the successful address label freemium, which has performed exceptionally well for The Fund, broaden the list universe by appealing to a new market and rejuvenate the core audience by creating a package that stands out from previous offers.

Implementation
An address label package was created which highlighted America's beautiful and majestic horses. Not only were the labels beautiful but the outer envelope and letter reinforced with both horse lovers and animal lovers the majesty of wild horses.

Results
Quantity 47,898
Response 1.6%

The test package achieved our objectives by outperforming the control in terms of response rate (65% increase), revenue (income per thousand pieces mailed increased 46%), and cost per dollar raised (the c.p.d.r. was lowered by 17%).

© 2007 L.W. Robbins Associates