University of Toronto

The annual giving campaign was flattening. Both the average donation per donor and the number of donors was falling. Management had heard of personalized direct mail for increasing fundraising efforts, but had only used the method in a limited way.

The number of variables used in the print campaign was increased—adding different sell copy and graphics based on the school the student graduated from. The photographs reflected both the look of the specialized school and students from that major. This new design was compared to a generic card with no customization.

Results far exceeded expectations. Instead of getting an expected 10-15% lift in response they got a 30% increase in revenue and an 80% increase in the number of donors in the year as a whole.

And best yet, the number of pieces mailed was 50% less, as a result ROI was way up.

Source: PODi