Outstanding Newsletter Brings Outstanding Results
For Pacific Legal Foundation, Increasing Revenue By 588%

THE CLIENT: Pacific Legal Foundation

THEIR CHALLENGE: Revamp fledgling newsletter.
Pacific Legal Foundation’s quarterly newsletter, called Guidepost, generated very little income for the foundation and frequently lost money.

THE STRATEGY: Focus on the donor, not the foundation
The existing newsletter was extremely content-heavy and read more like a legal document than a newsletter. It focused on the foundation’s activities and accomplishments rather than the needs and interests of its audience. Grizzard completely transformed the newsletter to make it more accessible and relevant for the donors, while at the same time making it more cost-effective and profitable. This included:

• Renaming the newsletter Rescuing Liberty to emphasize the mission
• Making cases and issues easier to grasp, showing donors how cases could affect their own lives
• Reporting back on specific cases that donors had funded to highlight the difference that these gifts were making
• Reducing the number of pages to eight, upgrading to full color, and increasing the use of photos and graphics
• Including a strong call to action in the newsletter and adding a remittance slip with return envelope

THE RESULTS: Increased response by 588%
The changes to the newsletter yielded a dramatic increase in response and income.

• The response rate jumped from 0.85% to 5%, a total increase of 588%
• The newsletter’s average net loss turned into an average profit of $42,000 per issue
• The average return for every dollar invested increased from $0.96 to $4.69
• The newsletter continues to generate thousands of dollars in unplanned revenue

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MORE ABOUT THE CLIENT:
Pacific Legal Foundation (PLF) is a legal organization in Sacramento, California, dedicated to defending and extending liberty in America.