Curtis 1000 helps National Baseball Hall of Fame exceed fundraising goal

Challenge

The Cooperstown, NY-based National
Baseball Hall of Fame (NBHOF) needed
to raise $1.25 million in a capital
campaign to fund “One for the Books,”
a landmark exhibit designed to tell the
stories behind baseball’s most
cherished records. In order to increase
donor engagement they encouraged
donors to make gifts in honor of their
favorite team or player.

Solution

Curtis 1000 has been working with the National Baseball Hall of Fame for
over 15 years and, based on a strong track record of previous successful
campaigns, was a natural fit to enhance and run the “One for the Books”
campaign. The program launched in the fall with a traditional direct
mail appeal, followed up by a personalized postcard that featured design
elements from the first mailing. The call to action drove donors to a
personalized URL (PURL) that was populated with copy about their favorite
player or team based on information in the NBHOF database. From their
personal landing page, donors were encouraged to donate in honor of their
favorite Hall of Famer, explore exhibit information, view the top 10 players
honored by donations at that point in the campaign, and share with friends
through social networking tools.

A second postcard to
both donors and
non-responders
encouraged additional
gifts and increased
constituent engagement.
NBHOF also sent
a number of carefully
timed emails to donors
and non-responders that
shared campaign progress and encouraged additional gifts. The multichannel
campaign included 10 touch points with each constituent,
including traditional direct mail, postcards promoting a PURL and email.
After successfully reaching their fundraising goal, the NBHOF turned to
Curtis 1000 to produce a DVD of the exhibit opening celebration. This was
sent to donors to thank them for their support and continue the high level
of engagement.

Curtis 1000 helped the NBHOF exceed the $1.25 Million goal by 12%, with
over $1.4 million in donations. NBHOF had a 4.92% donation ratio on the
PURL sites — more than twice the industry average conversion rate of
1.73% [according to the Direct Marketing Association 2010 “Response Rate
Trend Report”]. In addition to raising funds, the PURL sites helped to
further engage donors in the project, with 38.46% clicking on the favorite
record holder and 27.97% clicking to learn more about the exhibit. Knowing
which areas of the PURL were of greatest interest to donors can help the
NBHOF with future campaigns. In addition, 99 people, or 3.53%, shared the
information either through Facebook, Twitter or “send to a friend.” The

NBHOF was extremely happy with the results of the successful campaign.

Feedback

Ken Meifert, Senior Director of
Development at the National Baseball
Hall of Fame and Museum, had this to
say: “We were  extremely pleased with
the multi-channel approach that
Curtis 1000 recommended for our
‘One for the Books’ campaign.
Leveraging their expertise in
multi-channel marketing we
developed a very personalized
approach, using a variety of
marketing channels including direct
mail, email and PURLs. All of these
channels were then implemented so
that they supported and enhanced
each other to achieve outstanding results. This was our first use of PURLs
in a campaign and Curtis 1000 seamlessly took care of all of the details.
Due to the success we had in working with Curtis 1000 we will certainly
be utilizing this solution again on future campaigns. The Curtis 1000 team
is fantastic to work with as they focus on our success by bringing value add
programs to the table that meet our specific needs.”

www.curtis1000.com

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