Shepherding Your Flock: A Western Territory Division Mid-Level Cultivation Success Story

The Challenge
A Western Territory Division spent $170,000 on lapsed donor mailings in FY19 with their previous vendor. This strategy was not achieving optimal results.

The Solution
Summit utilized a more refined strategy, targeting communications to lapsed donors only during the holiday season, since that is the optimal time to reactivate donors. We strategically identified the most valuable lapsed donors and sent no more than three touchpoints to each.

The Results
Their cost to mail Summit’s lapsed strategy in FY20 was roughly $70,000 and produced more net income than the strategy implemented in FY19. We provided a $100,000 savings to the Division to reallocate wherever needed. The Division decided to use the savings to hire a Hug Your Hundreds mid-level cultivation specialist that to date has raised more than $2 million.