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BoothAwdSubmittal

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Carlene Byron
Carlene Byron

The William Booth Society in Durham, NC focused its correspondence strategy on donors who gave $500 or more annually, which comprised 10% of its active donors. It sent these major donors handwritten thank you notes and recognized their generosity with personalized messages. To further engage donors emotionally, it included photos, drawings from children, and local testimonials in at least one mailing each year. Through this targeted correspondence approach focusing on its top donors, Durham was able to increase its annual mail revenue by 54% over 5 years and grow its Booth Society membership from 7 to 24 members during that period.

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How Durham , NC built its William Booth Society and raised mail revenues 54% by writing to 10% of its donors
• Durham active donors: 3,400 • $500-plus annual average giving: 327 (10%) Focus on $500-plus donors
Correspondence strategy: Thank each gift • Printed letter • Sent timely • Hand-signed by Corps officer
Correspondence strategy Recognize generosity $500-plus donors: Handwritten notes • Once or more / year • “Social” correspon- dence on note card • “Generosity” theme (also “faithfulness” if long-term)
Correspondence strategy Engage emotions $500-plus donors: Insert at least annually • Photo • Child’s drawing • Local testimony
Correspondence strategy Recognize impact $100-plus gifts • Printed letter • Hand-signed • From Advisory Board chairman • Recognizing impact • For each $100-plus gift
Localize: special cards, inserts • Centennial • Boys & Girls Club photos • “In Honor” • “In Memorial” • “We’re Praying for You” • Bellringing photos
Annual celebration Advisory Board member hosts Booth Society members at a local restaurant
The 2010 Booth Society in Durham , NC From 7 to 24 members in 4 years
Impact on revenues * Durham’s Booth Society membership is on a calendar year basis. FY Mail Income % Change Booth Members 2006 $426,449 7 2007 $614,174 9 … 2010 $658,182 24 5 yr change $231,733 54% 240% (#) 400% ($)
Let Donors See What They Support Local Images Paint the Picture of Their Philanthropic Impact
Localize: special cards, inserts • Centennial • Boys & Girls Club photos • “In Honor” • “In Memorial” • “We’re Praying for You” • Bellringing photos
Our Boys & Girls Club kids always want their pictures taken! • Take lots! • Crop for different uses • Print wallet- sized to insert with letters
Write on the back of pictures … “I’m having fun at the Club!” “Mrs. K helps me a lot.”
“In honor and “In memory” cards A gift has been made by in memory of to The Salvation Army, serving Durham, Orange and Person counties. Thank you for keeping hope ringing in the hearts of neighbors in need throughout the year.
Centennial notecard During its 100th anniversary year, Durham made special stationery and an augmented logo.

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BoothAwdSubmittal

  • 1. How Durham , NC built its William Booth Society and raised mail revenues 54% by writing to 10% of its donors
  • 2. • Durham active donors: 3,400 • $500-plus annual average giving: 327 (10%) Focus on $500-plus donors
  • 3. Correspondence strategy: Thank each gift • Printed letter • Sent timely • Hand-signed by Corps officer
  • 4. Correspondence strategy Recognize generosity $500-plus donors: Handwritten notes • Once or more / year • “Social” correspon- dence on note card • “Generosity” theme (also “faithfulness” if long-term)
  • 5. Correspondence strategy Engage emotions $500-plus donors: Insert at least annually • Photo • Child’s drawing • Local testimony
  • 6. Correspondence strategy Recognize impact $100-plus gifts • Printed letter • Hand-signed • From Advisory Board chairman • Recognizing impact • For each $100-plus gift
  • 7. Localize: special cards, inserts • Centennial • Boys & Girls Club photos • “In Honor” • “In Memorial” • “We’re Praying for You” • Bellringing photos
  • 8. Annual celebration Advisory Board member hosts Booth Society members at a local restaurant
  • 9. The 2010 Booth Society in Durham , NC From 7 to 24 members in 4 years
  • 10. Impact on revenues * Durham’s Booth Society membership is on a calendar year basis. FY Mail Income % Change Booth Members 2006 $426,449 7 2007 $614,174 9 … 2010 $658,182 24 5 yr change $231,733 54% 240% (#) 400% ($)
  • 11. Let Donors See What They Support Local Images Paint the Picture of Their Philanthropic Impact
  • 12. Localize: special cards, inserts • Centennial • Boys & Girls Club photos • “In Honor” • “In Memorial” • “We’re Praying for You” • Bellringing photos
  • 13. Our Boys & Girls Club kids always want their pictures taken! • Take lots! • Crop for different uses • Print wallet- sized to insert with letters
  • 14. Write on the back of pictures … “I’m having fun at the Club!” “Mrs. K helps me a lot.”
  • 15. “In honor and “In memory” cards A gift has been made by in memory of to The Salvation Army, serving Durham, Orange and Person counties. Thank you for keeping hope ringing in the hearts of neighbors in need throughout the year.
  • 16. Centennial notecard During its 100th anniversary year, Durham made special stationery and an augmented logo.