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High-Touch Anchor Campaign Redesign

What we knew

After experiencing massive file and revenue growth throughout the entire Trump administration, TWS was experiencing a decline in file size that significantly affected their midlevel donor program.

Photo of campaign pieces: An addressed envelope, a business card, a greeting card with a baby wolf, and a donation ask

What we did

The February Midlevel Aria Card was an anchor campaign for this key audience but had seen response and revenue results declining year over year. Rather than remove this high touch package from the communication calendar, we redesigned it with a 2-panel card, linen stock, 4 color animal photo, and versioned copy based on giving history.

What happened

The redesign hit the mark – the new format lifted response by 78% and gross revenue by 92% compared to the previous year!

Chart showing 2022 Response Rate and Gross Revenue much higher than 2021

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