Direct Mail – The New York Botanical Garden (2010)
Membership Consultants was pleased to serve The New York Botanical Garden with direct mail and membership planning services in 2010. Both projects achieved noteworthy results with the direct mail campaigns producing significant results worthy of praise and accolade!
Direct mail was utilized for a series of spring acquisition campaigns, a first-ever dedicated membership upgrade campaign, and a three-pronged approach to the calendar year-end annual appeal campaign. In each instance, the campaigns were successful in attracting more gifts and more dollars than the previous year’s efforts.
The acquisition campaigns featured a return to a full letter package from a self-mailer. The upgrade campaign focused on the Garden’s important mission of understanding and preserving our natural world and asking members to increase their commitment to the garden. A total of 58 members accepted that challenge, moving into the upper levels of membership support. Finally, the year-end appeal used a three mail drop strategy with increased personalization, more targeted segmentation, and increased asks to significantly increase the dollars raised and the numbers of gifts generated.
Congrats to the Garden staff for this wonderful year of direct mail success!