Challenge :: The goal and the challenge were to cultivate a new donor base, as well as increase donations from their existing base during a time of severe budget cuts at the national and state levels. Following our successful annual appeal, the organization retained us to develop an urgent appeal in response to highly publicized federal and state budget cuts.
Solution :: The Alexis Agency identified new donors in the desired regions by performing in-depth regression analyses, and increased giving from their current base through emotional and relationship marketing. We developed and fulfilled three PPGNNJ appeal campaigns that were strategically timed to coincide with major national events. The approach consisted of congressional and market research and analysis, message development, creative design of print materials, and direct mail fulfillment. .
Results :: Due to our joint initiatives, PPGNNJ exceeded their fund-raising goal in 2010. In a supplemental urgent appeal, The Alexis Agency and Planned Parenthood raised impressive additional funds. The national atmosphere surrounding the congressional budget cuts in Washington D.C created a highly sensitive environment as the last bills to be debated hinged on Planned Parenthood funding. Keeping this in mind and remaining respectful of all view points, PPGNNJ’s urgent appeal not only successfully raised additional funds during record-setting budget cuts from both federal and state governments, but it also achieved a total negative response rate of only .003% from the total audience, and .006% from the newly targeted market.