Lapsed Donor Marketing, Non Profit Marketing

Westmoreland County Blind Association (WCBA) – Lapsed Donors

Business Application: Direct Marketing/Lapsed Donors

Services Provided: Multi-Touch program and Variable Digital printing (VDP), graphic design, printing and mail shop services

Business Objectives: The Westmorland County Blind Association (WCBA) of Western Pennsylvania is a nonprofit organization dedicated to assisting, rehabilitating and preventing blindness. Having been in operation for several years the organization needed assistance in improving its marketing effectiveness and wining back past donors for one reason or another had quit giving. WCBA contracted with MSL Direct Inc with the following objectives in mind:

Win back the 2000 or so donors who had quit giving in the past 2 years (from 2600 to 647)
Refresh the brand and packaging for their Spring Appeal
Introduce an overview brochure that explained the mission of WCBA
Provide a simple and easy way to mail back their payment
Increase their donations by mailing a two color package to those who did not give with the first mailing

Results: The results are tremendous and very pleasing to WCBA. To date out of the 3,285 mailed to 534 people have donated (over a 16.2% response rate) and they have more than doubled their ROI (return on investment).President and CEO Larry J. Helkowski states “MSL Direct not only meet our expectations but exceeded them! We would recommend MSL Direct to anyone in the nonprofit arena looking to win back those LAPSED donors we thought we had lost for good”