Can we create a low-volume direct mail experience optimized for online and offline acquired donors across different giving levels?
This experiment, titled Cultivation 2.0, aimed to revamp Masterworks' cultivation strategies for digital and direct mail donors. The test addressed the evolving fundraising landscape by introducing unified direct mail programs and digital engagement strategies to enhance donor value and retention while managing costs and reducing the amount of direct mail sent.
Setup and Timeframe
6 month in-market test
- Group A: Control Cultivation Program: Focused primarily on a high volume of low-cost direct mail campaigns
- Group B: Unified Cultivation: Fewer direct mail impacts were sent out. Those that were mailed were larger, more brand-forward, and designed to stand out more in the mail.
- Group C: “Up or Out” Strategy: Rather than sending the higher-costing packages to low-value donors, they received direct mail inviting them to join the monthly giving program.
Results
- Increased Monthly Donor Sign-ups: 13% rise in monthly donor conversions.
- Donor Upgrades: 15% increase in donors upgrading their giving year over year.
- Cost Management: Maintained overall costs while improving the quality of direct mail.
Key Learnings and Recommendations
- Effectiveness of High-Quality Mailings: Both digital and direct mail donors responded positively to higher-quality, less frequent mailings. Online and broadcast donors responded most positively to the change.
- Strategic Donor Upgrades: The “Up or Out” strategy effectively moved lower-value donors towards more sustainable giving patterns or cycled them out of regular mailings, optimizing cultivation costs.
