Manhattan Country School
Annual Fund 2013-2014
Services Used: Strategy and Analytics, Web, Design, E-mail, Print, Direct Mail
As a school with a limited staff, Manhattan Country School was outsourcing their design projects to outside firms. As the school put a greater focus on growing donor engagement, they realized they needed a partner who not only can help with design but understood the unique needs of fundraising communications. They turned to Action Graphics to help them increase donor engagement through their communications.
After several strategy meetings, we concluded that Manhattan Country School (MCS) would need to refine the messaging and overall look and feel of their fundraising collateral. Our goal was to create a thorough, personalized campaign with engagement that was extremely trackable. We also wanted to put in place a reporting system to improve the school’s overall intake of actionable analytics.
We started by creating an Annual Fund microsite where MCS could share their fundraising needs clearly and track response engagement among constituents at the same time. Subsequently we design a progressive e-mail and direct mail appeal program that would drive people to give and/or learn more at the microsite. Each appeal was personalized and tailored to the recipient utilizing data that was already on hand. Additionally, we provided detailed mid-year and year-end analysis reports for the Director of Development who could share that progress with MCS’s Board of Directors.
The results showed both increased and renewed engagement among their constituency. Over 35% of donors were new or re-acquired from previous giving years! Furthermore, 31% of donors who gave the previous year increased their gift. Major Donors increased at even a higher rate. Through the online analytics of the microsite, the development staff and Board of Directors were also able to better understand which areas of support their constituents were most engaged with—which had long been a source of discussion. The campaign provided the increased engagement and data analytics that the school had been searching for in addition to receiving positive feedback from their community about the clearer messaging and consistent look.