Jamestown-Yorktown Foundation, Inc. Direct Mail for Fundraising
Anticipating its 400th anniversary of the landing of Jamestown, Virginia in 2007 and an increasingly competitive landscape for funding in Colonial Williamsburg, the Jamestown-Yorktown Foundation sought out an award-winning marketing agency. Their criteria included a firm with a proven track record of direct mail response, working with nonprofits and success in raising contributions from potential and existing donors. when they landed with The O’Connor Group.
Strategy always begins with research. After identifying 9 features and 6 benefits, we paired down the list. TO compliment the museum’s mission to educate the public through hands-on learning and accurately convey the historical time period, we built the direct mail piece around the image of a wampum belt. The visual quickly conveyed a symbol, which honored many traditions, including history, commitment, legacy and a “handshake.” Some say the shells in the belt were traded among people to represent a contract and even money.
The piece increased the total average donation by 131% and the cost per piece was under budget at only $0.93 each all expenses included. This, too, is an award-winning piece, delivering added value to our client, employees and agency.
ABOUT THE JAMESTOWN-YORKTOWN FOUNDATION: An educational institution of the Commonwealth of Virginia, the living-history museums of Jamestown Settlement and Yorktown Victory Center create an awareness and understanding of the early history, settlement and development of the United States through the convergence of American Indian, European and African cultures.