Ronald McDonald House of New York
After 15 years in the mail, Ronald McDonald House was experiencing the market saturation that exists for many regional mailers with mature direct marketing programs. Yet the organization needed an acquisition program that would meet its new growth goals and increase response while lowering the cost of acquiring a new donor.
Lautman Maska Neill and Company developed a creative solution that caught the attention of potential donors in a crowded marketplace and got them to commit.
Prospective donors received a large 9x12 package with a “no obligation” gift in the mail: three sheets of brightly colored gift wrap, matching gift tags and address labels, accompanied by an emotional letter. It’s no surprise that potential donors noticed and responded. But could such a high value, premium package like this actually reduce the cost to acquire a donor?
It did. The new package was a runaway success—acquiring more than double the number of new donors and generating a net profit of $4.15 per new donor. This extraordinary packaged enabled Ronald McDonald House to acquire 50% more donors than the previous year.