The results for this campaign were impressive to say the least. There was a 5 percent increase in the number of gifts and a 15% increase in total contributions over the previous year. The average gift through direct mail was $119.20 and through email the average gift was $229.63. Online gifts from the email accounted for over $ 10,000 in additional giving.
The cost to raise a dollar with email was a nominal 11 cents. The cost to raise a dollar by direct mail was also very low at only 20 cents. Thus, email achieved a 9 to 1 return on investment and direct mail achieved a 5 to 1 return on investment.
Clearly, the cross media approach using email had a big impact on results compared to just using a single channel.
Needless to say, ABCH is extremely pleased again with their relationship with blue dawg and their help in moving more toward cross media fundraising.