Mine Direct Mail

The Challenge
The membership director of the Museum of Contemporary Art San Diego (MCASD) originally came to us in 2002 with the desire to increase their membership participation at lower levels through direct mail acquisition. Participation at both low and high giving levels is required for a strong base. So our original task was to direct their first campaign to build their lower level base. Then, over the next six years and through several membership directors, we created and implemented direct mail campaigns for membership, corporate sponsorship, annual fund and a capital campaign, trained new staff and acted as "institutional memory" for MCASD’s direct mail program.

Kaiser Group Inc. Solution
Mary Kaiser, with our list and data partner, Roby Egan of DRG, Inc., developed a program to test several pricing offers and a new list mix to attract a broader group of members at the lower levels. Then we timed the mail with the larger exhibitions that were likely to get press and appeal to a wider range of people. Jen Kaiser also created a "voice" uniquely suited to the museum’s community and mission.

Results
Overall, we developed an effective direct mail program with elements we were able to successfully migrate from acquisition to other appeal types. The original goal to increase lower level membership was met, and response rates have been reliably good, with an all-time high of 1% for the "charter member" campaign. (Average response rates are 0.6%-0.8%). Our capital campaign mailing produced 42 previously unknown high-end donors, including one donor who made a $5,000 gift from the package alone.