The Full Story
Before Pledgemine, The Bushnell’s anniversary appeals were solely executed via email due to bandwidth constraints. Because the majority of donors at The Bushnell do not give online—both because of historical lack of online presence and the average age of donors—Ramy saw the need for a more traditional and effective approach. Having used Pledgemine by EverTrue successfully in his previous role, Ramy decided to once again adopt Pledgemine at The Bushnell for their direct mail campaigns. The first initiative was to send anniversary cards monthly rather than attempting to pinpoint exact dates, which simplified the process and increased donor touchpoints.
The design aspect of their direct mail also underwent significant improvement. Ramy was able to create visually appealing pieces, incorporating membership pages, photography, and targeted QR codes to engage donors effectively. This newfound capability allowed for segmented campaigns that resonated with different donor groups based on their specific interests and giving histories.
In addition, the print-on-demand feature has been a significant benefit for The Bushnell. They found it helpful to quickly produce materials within tight timelines, enabling them to turn around projects in days. This flexibility allowed them to adapt their messaging without needing to anticipate changes months in advance.
Impact:
The success of these campaigns has demonstrated the power of integrating design and strategic segmentation into direct mail appeals. Ramy noted, “Being able to incorporate thoughtful design and on-demand direct mail projects has greatly enhanced our engagement with donors.” The results not only reflect improved renewal rates but also set a precedent for future fundraising initiatives, establishing The Bushnell as a leader in innovative donor engagement strategies.
