Since its founding in 1998, Fellowship of Catholic University Students (FOCUS) had grown to approximately 20,000 college students on more than 130 campuses in the U.S. and Europe. Now they want to reach more than 70,000 students on twice as many campuses.
As a nonprofit that has been operating for nearly two decades, FOCUS had created a robust outreach program with a large house file, communicating with benefactors through separate direct mail and online appeals throughout the year.
While receiving consistent returns on appeals, a growing nationwide donor base had made it both difficult to finely target their audience and continually more expensive to reach patrons with each mailing."
Omni-channel marketing and a repeated “test-and-learn” approach let us continually reach the most receptive audience with the most effective message, while minimizing the potential to “overask” already consistent supporters.
With each appeal we implemented an omni-channel approach, integrating direct mail, digital communications and paid social to provide supporters with a consistent message across all channels and to avoid “overasking” FOCUS’ already consistent benefactors.
Continually using a “test-and-learn” approach, we segmented FOCUS’ large house file and tracked mailings to 1) determine data-driven strategies to best approach their different audiences and 2) spend their direct mail budget most efficiently against their ever-growing donor base.
And we introduced “stewardship” campaigns and a Welcome Kit, which minimized any ask and focused on thanking donors and learning about why they choose to support FOCUS. In turn, we used the information we gathered about frequent FOCUS supporters to personalize future appeals.
THE CATHOLIC INFORMATION CENTER was looking to both raise awareness and increase funding from benefactors. MEC produced a series of videos featuring both CIC staff and patrons that highlighted the services and resources the CIC provides for Catholics in the heart of Washington D.C. In the first quarter alone, the CIC was able to raise 90% of their goal without even making a formal ask to patrons.