168.7% Donor Improvement with Omni-Channel Marketing

Meals on Wheels Diablo Region is a non-profit organization focused on enhancing the lives of seniors. Though their namesake highlights their dedication to preventing senior hunger, they provide additional assistance in a number of different ways from fall prevention, companionship, exercise, aging education, and care management. MOW Diablo Region annually assists close to 10,000 seniors.

Propelo’s intimate knowledge of our organization and donor base helped identify a hole in our data that resulted in us recapturing many lapsed donors, a segment that was nearly 25% of all donations!

Carrie Blanding
Interim Executive Director
Meals on Wheels Diablo Region

CLIENT PROBLEM

Fundraising through donor cultivation is always an ongoing burden for most non-profits, and MOW Diablo region is no exception. Donor cultivation is broken into three major parts; engaging current donors, reengaging lapsed donors and perhaps most importantly, generating new donors.

SOLUTIONS

 

 

Propelo Media created a highly-focused lead generation list in the East Bay area of people who are:

  • Age: 40+
  • Income: $60k+
  • Modeled After Previous Donors
The Holiday Appeal Campaign was timed around the holiday season to leverage the giving spirit and maximize donations. The omni-channel direct marketing campaign consisted of personalized donor appeal letters, with tear-off donation forms and infographic inserts highlighting the impact of volunteers and donations. The donor cultivation letters were boosted with an array of cohesively timed emails and digital media across browsers and in-app ads, along with social media marketing.

RESULTS

IMPRESSION INCREASE

• Omni-Channel Boost
• 542,542 Total Impressions
• 467,542 digital vs. 75,000 dm

$222,699

TOTAL DONATIONS

• 888 Total Donors

%

OMNI-CHANNEL BOOST

• Omni-Channel increase in donors vs. Single Channel control groups.

NEW DONORS

• $47,784 new donors donations
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