American Indian College Fund – Power of 60 Acquisition Test

GOLD: Category: Direct Mail: B–to–C (lead or order generation)

The Importance of Testing in Acquisition
In an effort to boost response to American Indian College Fund’s acquisition program, Amergent was asked to develop a test package to challenge the current control.

Amergent created a simple letter package that utilized cream stock and virtually no graphics. The idea was to create a package that stood out because of its simplicity. The teaser copy spoke directly to prospects, laying out what the College Fund was looking for while still piquing the donor's curiosity. Letter copy was more intellectual than emotional, but still outlined the need and how making a gift would make a difference.

The response rate was nearly 44% higher than the control package. In addition, the average gift was more than $10 higher than our ask amount goal of $35 and nearly 46% higher than the average gift to the control package. 

Indian College Fund – Power of 60 Acquisition Test