New York Restoration Project

The New York Restoration Project faced the enormous challenge of overhauling their acquisition program while staying within their limited regional market and tight budget.

Lautman Maska Neill & Company was hired to create a new package that would acquire more donors, maintain the high average gift and expand the list universe.  It was a tall order for a single package, yet the one we created exceeded every goal.

The test package included a letter presenting a strong case for membership along with three full-color note cards, showing images of parks and gardens rescued by NYRP.  The back of each card featured details about how NYRP revitalized the green space and reclaimed it for the community. A coupon-style reply enabled potential supporters to see the value of membership at higher levels.

The mailing was a huge success – increasing response, generating a net profit and encouraging new supporters to give at higher levels. Additionally, the campaign acquired eleven new members for the high dollar giving club with first gifts of $1,250 or more.

The added bonus: the decision to send note cards helped increase public awareness. And, the inclusion of park and garden “success stories” on the back of the note cards helped communicate NYRP’s mission—and bond new members to it long-term.