The Challenge

Coming off a soft Christmas fundraising season, the Massachusetts Division of The Salvation Army faced a revenue shortfall.  They needed a fresh infusion of support in the spring.

Salvation Army Massachusetts Division Help Hunger Hope Triple Impact Direct Mail Fundraising Campaign for Major Donors

The Strategy

A business-minded donor agreed to contribute $3 for every $1 given by other donors, up to a total of $200,000.  A relatively small group of high value and mid-level donors was selected to receive the “Triple Impact” campaign — a multi-touch campaign that included an Impact Report on the array of services provided throughout the state.  The goal was to raise $66,667 from these donors in order to secure the full amount of $200,000 from the Challenge Donor.

Salvation Army Massachusetts Division Help Hunger Hope Triple Impact Direct Mail Fundraising Campaign for Major Donors
Salvation Army Massachusetts Division Help Hunger Hope Triple Impact Direct Mail Fundraising Campaign for Major Donors

The Result

The Massachusetts Division received more than $210,000 in gift revenue — more than triple the original goal of $66,667 — all at a cost of only $.08 to raise $1.00.  In addition, one donor was inspired by this campaign to contribute another gift of $200,000, essentially matching the original Challenge Donor’s $200,000.  The campaign far exceeded expectations and more than made up for the revenue shortfall of the preceding fall.

Salvation Army Massachusetts Division Help Hunger Hope Triple Impact Direct Mail Fundraising Campaign for Major Donors
Salvation Army Massachusetts Division Help Hunger Hope Triple Impact Direct Mail Fundraising Campaign for Major Donors