MWD BLOG

Women for Women International (WfWI) supports women in war-torn countries by providing vocational skills training, rights education, and critical health information. WfWI also helps build women’s confidence and emotional well-being by connecting them to social networks and safety nets in their communities.

Mal Warwick Donordigital recently had the opportunity to work with WfWI to develop a new mid-level giving program to move donors up the giving ladder to deepen their commitment. The goal was to encourage donors in the $100 to $500 giving range to give an annual single gift of $1,000 or more.

The offer used a combination of direct mail techniques which included a “high touch” two-part mail invitation series—the first being a monarch style four-page personalized letter, with the second using a note card style “RSVP” technique.

This was the first time that WfWI had ever reached out to its donors with a branded mid-level giving program and both efforts of the invite series vastly exceeded our expectations. Over 80 donors upgraded to join the new membership program.

Our team worked closely with WfWI staff to create a unique brand identity for the program, calling it the Leadership Circle, which includes a separate logo, dedicated WfWI staff liaison, and communication plan that incorporates higher-touch newsletters and solicitations.

While we know donors give to feel good and not for flashy benefits, we did want to offer a few membership perks to show our gratitude to donors who became a part of this select donor group.

As one example, we invited new members of the Leadership Circle to join a townhall conference call with WfWI international field staff to listen to program details firsthand, have the opportunity to ask questions, and hear from other Leadership Circle members joining the call.

We also offered all new Leadership Circle members a quarterly newsletter, special recognition in annual reports, event invitations around the country, and a special gift—a lapel pin—as a token of thanks. By inviting and engaging donors to deepen their connection to WfWI through the Leadership Circle, we’re thrilled to have spear-headed a new chapter in the organization’s long-term growth.

Tiffany Reed is a Senior Account Executive with Mal Warwick Donordigital, the online fundraising, marketing, and advertising company.