Annual Catholic Appeal
Situation
The Annual Catholic Appeal (ACA) provides funds for many
educational and charitable missions and ministries of the
Archdiocese of St. Louis. The ACA has benefited from strong major
donor society participation, and 150,000 households, approximately
38%, participate. Like many nonprofits though, the organizations
has faced the reality of a national drop in charitable giving by
the largest percentage in five decades (New York Times,
"Giving USA Foundation," June 9, 2009).
Goal
Increase rate of participation while sustaining contributed
revenue. Strengthen major donor program and test renewal strategies
for lapsed donors.
Strategy
Coordinate targeted mailings and automated calls. Provide local
personal appeals to major gift targets. Design and implement strong
Catholic identity branding. Increase direct mail personalization
and segmentation.
Impacts
Achieved 104% of goal ($12.5 million). Sustained giving over
prior year for donors who gave in previous years but not current
year (LYBNTS). Major Gifts of $1000+ experienced average gift
increase of 5%.