With International Fundraising, the Appeal Flows Both Ways (May 2004)

By Erica Waasdorp, Vice President of Fundraising, DMW

When International Animal Rescue (IAR) wanted to test markets beyond its borders, it turned to Plymouth, MA-based DMW.

A worldwide animal rescue and rehabilitation organization with headquarters in the United Kingdom (U.K.), the charity was founded in 1988 by John and Jo Hicks. It’s mission is to provide a foundation for the compassionate treatment of animals through humane education and training. IAR initially has specialized in providing comprehensive sterilization and inoculation programs for stray dogs and cats, and is well positioned to provide on-the-spot advice and solutions on topics as varied as the destruction of tropical coral reefs to the building of efficient kennel blocks in the tropics.

The United States (U.S.) was targeted because of its responsiveness to animal protection causes and the philanthropic nature of Americans. The goal was to find new contributors interested in animal protection, in general, and IAR’s bear sanctuary in India, in particular. IAR once dabbled in the U.S. with a fair amount of success and it was now ready to make a firmer commitment to considerably expand its donor base.

The Approach

IAR came to DMW because of my personal relationship in previous animal welfare life, when IAR’s Director of Development Carrie Colliss and I both worked at the same animal welfare organization on either side of the Atlantic Ocean. Now, a few years later, because of our experience in working with and at international organizations, IAR asked the agency to help with a test appeal. DMW also supported IAR with contacts for data-entry set up and other organizational start-up requirements.

To generate the most cost-effective entry into the U.S. for IAR and to get up to speed quickly on the organization and its style, DMW worked closely with IAR’s British agency, A Different Kettle, in Cheltenham, Gloucester, to develop the right tone and voice for the organization here, and to ensure that it would be the most responsive pack for entry into the U.S. 

DMW trans-created the pack, adapting copy, paper sizes and other specialties, such as reply slips, payment methods, etc., to make it suitable for mailing in the U.S. market. DMW created a special lapsed donor and acquisition version with personalized copy variations. 

DMW’s internal media department researched lists and negotiated exchanges to present the best test campaign possible. It reviewed its results database for the most relevant animal protection lists and presented a plan for a few individual states. The direct mail campaign of 50,000 pieces dropped in June of 2003. DMW also worked on a “thank-you” effort for respondents of the appeal, to be mailed along with IAR’s magazine. This dropped as a follow-up effort at the end of September 2003. 

Results

Without using any type of premium incentive, DMW grew IAR’s donor base to close to 2,500 donors—an increase of nearly 1,000 donors—and established that the U.S. is a viable market to attract donors to IAR’s mission. 

The response rate was 1.7 percent, but more importantly, the average gift was $20.14. This well exceeded the client’s expectations, both in response rate and especially average gift. The results of the current rollout of 100,000 pieces are almost finalized and are generating a comparable response rate. While the average gift amount is slightly lower, some of the lists have generated a well over 2 percent response. The donor appeal, a slight copy variation to the control, pulled an impressive 8 percent response rate. 

Next Steps

IAR has just decided to roll out another 100,000 pieces in the spring of 2004 with the help of fundraising partner, DMW, with an expansion into new states. Following a slow but steady roll-out strategy is paying off for this highly focused organization. 

DMW’s not-for-profit division, located in Plymouth, MA, provides direct marketing services for mission-driven enterprises engaged in the arts, education, human development, and animal and environmental protection. The agency provides strategic planning, creative, database management, broadcast, media, production, fulfillment, and Website promotion. Clients include some of the top names in nonprofit fundraising, including more than 50 of the nation’s public broadcasting stations, such as Maryland Public Television and Connecticut Public Television. Other clients include Columbia Lighthouse for the Blind, The Friends of Carnegie Hall, the American Humane Association, Center for Coastal Studies,The Salvation Army, Vulcan Park Foundation and many more. 

Erica Waasdorp is Vice President of the not-for-profit division of DMW Worldwide. DMW Worldwide is a full-service direct response advertising agency with offices in Wayne, PA, St. Louis, MO, and Plymouth, MA. You can reach Erica at
774-773-1200 or via e-mail at ewaasdorp@dmwdirect.com. Visit DMW on the Web at www.dmwdirect.com.