Innovative marketing led to +45% Net Revenue Increase

THE CLIENT: Denver Dumb Friends League

THEIR CHALLENGE: The number of nonprofits competing for donors increased substantially over the last few years, and the outpouring of support was not keeping pace with the growing demand.

THE STRATEGY: Build awareness and use a multi-channel approach.
Studies had shown that, while average income in Colorado is high, charitable giving is low relative to the rest of the nation. As a result, Dumb Friends League and Grizzard first sought to build awareness through large volume publications and media and then strengthen impressions and donations through a multi-channel approach to those acquired during the awareness campaign. This included:

• Purchasing newspaper ads to generate brand awareness
• Distributing Free Standing Inserts (FSIs) to reach a broader audience
• Integrating URLs in direct mail appeals to promote online giving and increase traffic
• Utilizing corresponding home page bugs related to the current mail package to strengthen campaign awareness
• Testing packages and ask strings for six months to determine whether wealth is an indicator for giving

THE RESULTS: Total net revenue increased +45%
The changes to the awareness, acquisition, and outreach approaches had a dramatic effect on revenue.

• +16,482 new supporters
• +1,800% direct mail-related giving increase
• +80% net revenue from lapsed donors
• +45% total net revenue

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MORE ABOUT THE CLIENT:
The Dumb Friends League is a national leader in the humane care of animals in need and is the largest animal welfare organization in the Rocky Mountain Region. As animal advocates, they provide programs and services to educate the community about the needs of companion animals. Their open admission shelters have welcomed tens of thousands of animals.