In keeping with UnitingWorld’s tax-time tradition, their 2018 EOFY appeal ‘We’re better together’ invited donors to help end poverty and injustice in developing countries and imagine their gift at work. The appeal was sent to 7,509 supporters (active and lapsed) and told the uplifting story of Puta and her family who had established a small livestock business in Bali thanks to Uniting World and local partners.
Focus Fundraising helped UnitingWorld with appeal development. Alongside the strong creative strategy, data and segmentation, the team focused on personalisation so packs could be more relevant regarding donor history/loyalty. The pack included outer and reply-paid envelopes, a letter, response mechanism and a lift brochure personalised with the donor’s name, and featuring a thank-you note from Puta. Organisations/congregations also received self-mailer donation envelopes for distribution. Appeal emails and social media posts linked to a video of Puta and her family, boosting campaign momentum.
In a crowded marketplace, the campaign achieved a response rate of 16.6%, an average donation of $358 and $447,036 income against a target of $386,742. Income exceeded the goal by almost 24%. By mailing deep into the database, the team reactivated 59 lapsed donors, generating a profit. This high-performing appeal has positioned UnitingWorld for future direct mail success!