2016 Catalog

Meghan Proctor- Project and Fullillment Coordinator
Jeanna Walls - Designer
Tara Jones - Digital Media Coordinator

PROJECT TEAM

Knight Printing - Daniel McCarthy - print and mail house

VENDORS

$82,000

GOALS AND OBJECTIVES

STRATEGY

COMMENTS

The Catalog

- Online Catalog promoted through promotional mailer website,

eblast, and social media posts

- Six gift levels

Safe Water for Children: $10 - 750 pcs orderd

Living Water Materials: $25 - 250 pcs ordered

Safe Water for Families: $50 - 325 pcs ordered

Safe Water for Schools: $100: - 175 pcs ordered

Economic Opportunity: $250 - 75 pcs ordered

Sustainable Technology: $500 - 50 pcs ordered

*All donations to the Christmas Catalog go to the "Where Most Needed" fund. The gift levels are symbolic representations of the work Water Mission does around the world.

Eblasts

Date Type Open Rate

11.02 Launch 18.62%

11.16 Lifesaving Gift 17.34%

12.06 The Perfect Gift 16.61%

12.14 Three Days Left 15.63%

12.16 Last Call 15.52%

Date Type Reach Likes Share Boosted?

11.02 Launch 12,106 170 53 Yes | $50

11.03 Reminder 2,501 25 4 No

11.08 $10 Card 4,275 19 1 No
11.15 Students 2,925 39 0 No

11.16 Reminder 2,294 16 1 No

11.21 $50 Gift 2,249 27 2 No

12.05 $25 Card 4,291 38 4 Yes | $15

12.08 Thriving Fams 568 13 1 No

12.09 Spread Joy 6,153 36 11 Yes | $25

12.14 Three Days 2,322 17 2 No

12.15 Technology 3,334 56 3 No

12.16 Last Chance 9,895 157 17 Yes | $150

Social Media

Facebook

Package Description Total Bought

$10 Safe Water for Children 711

$20 Living Water Material 214

$50 Safe Water for Families 195

$100 Safe Water for Students 124

$250 Economic Opportunity 28

$500 Sustainable Technology 22

Total 1,314

Package Performance

Promo Mailer

Promo Mailer #1: Dropped November 1st

This promotional introduced the campaign and included details on how it works and how to buy. The promotional was segmented into three categories:

1. Loyal CC Donor - 807 solicitied

Constituents that have given to the campaign in the past five years.

2. Past CC Recipients - 471 solicitied

2014-2015 card recipients with valid address.

3. Previous Regional Walk Participants - 1,476 solicitied

2014-2016 regional walk participants, excluding CHS WFW, that have not given outside of walk events.

- The promotional included a gate fold (folding out from center) that was 7"x5" folded and 14"x5" flat. The card was mailed in an envelope.

- 3,000 promotionals were ordered.2,754 were mailed, while the remaining were handed out by staff.

Promo Mailer #2: Dropped December 2nd

This promotional was a last minute reminder for donors to buy their gifts before December 16th. The promotional was resent to the loyal CC donor group from first mailer. 807 solicitied

E-Commerce

- The team continued to use the Team Raiser eCommerce site, created in 2015 to host the campaign.

- 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 fulfillment

At a Glance

Income: $64,725.06*

Expenses: $5,509.76

Donors

Donors to 2016 Christmas Catalog: 304

Average Gift: $210.83

New Donors: 76 | 25%

Revenue attributed: $ 11,475

Total New Constituent Records: 362

(new donors + new recipients)

Donors who received the promotional mailer: 119

This makes up 39% donors to this years catalog

113 (13.56%) responded out of 833 who received the loyal mailer,

2 (0.14%) responded out of 1,476 who received the walker mailer, 4 (0.85%) responded out of 471 who received the recipient mailer,

Donors who gave to CC 2015 and CC 2016: 97

This makes up 32% of donors to this years catalog

Out of 290 who donated last year, there was a 33% retention

Income

TR Website: $23,295

Water Mission Website: $8,125.06

Over the phone: $4,970

Mail: $23,565.00

Total: $64,725.06

Expenses

Cards and Envelopes: $2,046.74 | 1,500 pc

Promotional Mailer #1: $1,290.89 (w/ env) | 3,000 pcs

Mailing Services for Promo #1: $321.40 | For 2,754 pcs

Promotional Mailer #2: $202.73 | 807 pcs

Mailing Services for Promo #2: $44.16 | For 807 pcs

Social Promoting Expense: $390

Postage: $1,214.35 | ($.049 each for cards | $.014 for promo)

Total: $5,509.76

RESULTS

Five Year Cost Performance Analysis

Five Year Eblast Performance

Three Year Facebook Performance

The Story: Enariboo, Kenya

The Theme: The Long Awaited Hope

- When setting this years fundraising goal, the Greene's annual 17- 20K gift was in mind. They did not donate to the campaign at the level expected for 2016.

The total income raise by the 2016 Christmas Catalog campaign is less than the prior two years, however, if you factor out the Greene's gift from the 2015 campaign income, the 2016 campaign raised over $4,300 more and sent out 267 more tribute cards.