The Salvation Army Northern New England – Christmas Cultivation

SILVER: Category: Technique: Most Innovative Direct Mail Format

Donors Like to Be Recognized for Their Milestones
Amergent wanted donors who had made a gift to The Salvation Army of Northern New England at Christmastime last year to feel good about that decision. This package thanked the donor for all that they have done and let them know their gift(s) had really mattered in The Army's efforts to help the needy.

Donors were sent highly personalized packages that included a note card with a handwritten message, which was versioned from 22 different Officers. Included with the notecard in the closed-face envelope was a certificate highlighting some of the donor's past giving milestones. First-class postage was used for both outgoing and return.

While we were pleased with the unexpected initial results of the effort, the true value of this mailing was realized by the effect it had on long-term retention. The overall retention rate for long-standing donors increased 3%, and the recaptured one-year donors increased their retention by 6.7%.

The Salvation Army Northern New England – Christmas Cultivation