What we knew
After pausing their acquisition program for over a year, the Air & Space Forces Association was excited to get back in the mail and grow their donor file. With a recent organization name change and budget constraints that no longer allowed for expensive backend premiums like lapel pins, AFA needed to find a package that would drive response and reintroduce the organization after the name and logo change to include the Space Force.
What we did
Prior acquisition campaigns had relied heavily on a backend lapel pin to drive response. Our goal was to create a more mission-based package to attract high value donors interested in protecting the legacy of the United States military and advocating for a strong U.S. national defense through the support of Airmen and Guardians in the Air and Space Forces. To create interest and tell the story of the Air & Space Forces Association, we developed a unique format with a heavy cardstock P51 Mustang vintage plane that the donor could punch out and assemble into a paper airplane. The story that accompanied the plane focused on how it was used in WWII and that it represented American ingenuity and bravery – and that the donor’s gift would help support the brave Airmen and Guardians and their families and advocate for the technology needed to remain the dominant force in air and space.
In addition to traditional veterans’ lists, the campaign was mailed to new markets of aviation enthusiasts, museum donors, publications, and a segment of Air & Space Force Association members that had not yet donated.
The campaign was a resounding success!
Not only did AFA receive phone calls requesting additional cardstock P51 Mustangs, but the campaign garnered a 21% increase in average gift over pre-pandemic campaigns and decreased the investment per donor by 15%.