2014 Fall Appeal
Healthy Students
PROJECT TEAM
VENDORS
​
-
​Lisa Cottingham - Project Cordinator
-
​Julie Johnson
-
​Alpha Graphics - Marc Stein - Print, Design and Mailhouse
-
Fotype - Chad Kellough - landing page design and coding
STRATEGY
-
Mailing List
Appeal was not sent to the following:
- Donors who had not given between July 1, 2010 - July 31,
2014
- Top donors (based on lifetime giving) that gave within the
last 24 months
- Donors with solicit codes: "do not solicit", "do not mail",
"do not include in household mailings", "no valid address",
etc.
- Organizations/businesses
Out of 48,309 total constituents, 14,002 were included in the
mailing
-
Segmentation
Segment A: Lower Giving Donors
- 13,226 solicited
- B&W Envelope: 6,612 | Color Envelope: 6,614
- Ask Range: $50 - $500
Segment B: Higher Giving Donors
- 776 Solicted
- B&W Envelope: 388 | Color Envelope: 388
- Ask Range: $250-$2,500
Segment C: Churches
- 1,208 Solicted
- B&W Envelope: 603 | Color Envelope: 605
- Ask Range: $250-$2,500
RESULTS
At a Glance
Income : $53,744.43
Expenses: $13,207.94
Mailed Solicitations: 15,212
Donors: 460
Average Gift: $114.11
Percent Participated: 3.02%
Expenses
Segment A Printing: $9,259.50
Segment B Printing: $1,292.13
Design: $483
Postage: $2,173.15 *approx ($.143/ea)
*Segment C expense included in Segment A and B Printing
Total : $13,207.94
Income
Segment A: $38,537 | 410 Donors
B&W: $18,407 | 218 Donors
Color : $20,130.43 | 192 Donors
Segment B: $14,110 | 37 Donors
B&W: $8,840 | 18 Donors
Color: $5,270 | 19 Donors
Segment C: $1,016 | 12 Donors
B&W: $355 | 5 Donors
Color: $661 | 7 Donors
Web: $81 | 3 Donors
Total: $52,593
Three Year Cost Performance Analysis
COMMENTS
