2015 Catalog
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Kyle Whitcroft- Project Coordinator
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Meghan Proctor - Designer and Order Fullfillment Coordinator
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Tara Jones - Digital Media Coordinator
PROJECT TEAM
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​Knight Printing - Daniel McCarthy - print and mail house​​
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FoType - Chad Kellough - design and landing page
VENDORS
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$80,000
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Encourage Christmas shoppers to make a donation on behalf of a friend or loved one.
GOALS AND OBJECTIVES
STRATEGY
COMMENTS
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​Catalog
- Online Catalog promoted through promotional mailer website,
eblast, and social media posts
- Six gift levels
Safe Water for One: $10 - 750 pcs orderd
Life Giving Water for Two: $20 - 200 pcs ordered
The Gift of Life for Five People: $50 - 325 pcs ordered
Safe Water for Ten People: - 150 pcs ordered
The Gift of Life for 25: $250 - 50 pcs ordered
10 Families' Lives Changed Forever: $500 - 25 pcs ordered
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Eblasts
Date Type Sent
11.18 Launch 19,345
12.01 Giving Tuesday 19,328
12.11 Lifesaving Gift 19,277
12.14 Three Days Left 19,308
12.17 Last Call 19,285
Date Type Reach Likes Share Boosted?
11.18 Launch 8,498 243 46 No
11.22 Reminder 1,194 35 1 No
12.01 Giving Tues 3,920 148 20 Yes | $50
12.07 Drop of Cheer 1,028 18 2 No
12.08 Dr. Chiwalo 3,860 73 13 No
12.09 Savings 2,497 73 3 Yes | $15
12.12 Computer 381 3 1 No
12.13 Dindi Photo 1,877 50 1 No
12.14 Three Days 2,308 44 1 Yes | $15
12.15 Two Days 3,067 65 18 Yes | $15
12.16 One Day 2,264 52 4 Yes | $15
12.17 Last Chance 2,859 51 - Yes | $45
12.17 Star Wars 1,021 13 3 No
12.24 7K People 740 15 2 No
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Social Media
Package Description Total Bought
$10 Safe Water for One 564
$20 Life Giving Water for Two 202
$50 The Gift of Life for Five People 251
$100 Safe Water for Ten People 122
$250 The Gift of Life for 25 51
$500 10 Families' Lives Changed 31
Total 1,221
Package Performance
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​The Big Picture
- A distinctive christmas campaign that compliments and points to EOY campaign.
- Christmas Catalog photos and stories to be used from the same community used for EOY.
- Turn the focus away from "things" (latrines, solar panels, WASH) and turn towards people, their stories, and how water impacts lives.
- Each of the six gift levels will represent how many people will receive safe water. $10 = 1 person, $20 = 2, etc.
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​Promo Mailer
- A promotional mailer was sent to all past Christmas Catalog donors informing them of this year's campaign.
- The promotional measured 16" x 5.25" open and folded to a 4" x 5.25" self-mailer.
- 1,200 promotionals were ordered. 833 were mailed, while the remaining were sent to churches and passed out by staff.
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​E-Commerce
- For the first time in the history of the campaign, an
e-commerce platform was used, giving donors a more authentic shopping experience.
- The site allowed donors to learn more about the catalog and gifts, add items to a cart, and check out like they would at a typical online retailer.
- With the addition of a shopping cart feature, donors only needed to make one transaction, regardless of the number of tribute gifts selected, which cut down on credit card
processing fees.
- Gifts came in through Blackbaud's Luminate platform, and reports were able to be run each day for order fullillment
At a Glance
Income: $74,075
Expenses: $6,408.32
Donors
Donors to 2015 Christmas Catalog: 292
Average Gift: $253.68
New Donors: 63 | 21.5%
Revenue attributed: $7,316
Total New Constituent Records: 313
(new donors + new recipients)
Donors who received the promotional mailer: 123
This makes up 42% donors to this years catalog
Out of 833 who received the mailer, there was a 14.76% response
Donors who gave to CC 2014 and CC 2015: 80
This makes up 27% of donors to this years catalog
Out of 317 who donated last year, there was a 25.73% retention
Expenses
Cards and Envelopes: $605.81 | 1,500 pcs
Vellum Overlay: $794.13 | 1,500 pcs
Promotional Mailer: $627.39 | 1,200 pcs
Mailing Services for Promotional: $107.67 | For 833 pcs
Social Promoting Expense: $475 | Boosted post $155 | Ads $320
Postage: $606.32 | ($.049 each for cards | $.014 for promo)
Design: $3,192 | 42 hours
Total: $6,408.32
RESULTS
Four Year Cost Performance Analysis
Four Year Eblast Performance
Three Year Facebook Performance
The Greenes gave 18k to the 2015 campaign. Without this gift, total contributions equal $56,075 and the average gift equals $192.03