March Case Study Featuring the University of Cincinnati

The March 2008 issue of our Sample of the Month Newsletter features a case study from our client, University of Cincinnati.

The story centers around their recent test of a custom envelope package.

The 4-color package (pictured above) measures 8″ wide and 5.5″ high. Inside is a BRE and a folded form measuring 7.25″ wide and 15.5″ high. Furthermore, the bottom third of the form is perforated to be sent back in the BRE.

CLICK HERE for front, back and inside pictures.

Test Summary

In November of 2006, the University of Cincinnati mailed a 2-color #10 envelope appeal (including a letter, pledge card and BRE) to raise donations for their UC Annual Fund. In December of 2007, they tested a 4-color custom envelope package. The call-to-actions were a reply card, a special webpage and a toll-free number.

Test Strategy

UC wanted to test a 4-color package as compared to the 2-color package they mailed the previous year. They also used a more generic UC outer envelope with college specific information inside.

Test Results

When comparing overall results, the performance of both mailings was about even (performance in this case meaning cost per dollar raised). The 4-color custom envelope test, however, resulted in a 34% increase in total gift amount raised and a 74% increase in overall response rate. Unfortunately, the mailing cost significantly more to produce which offset these huge gains.

Future Plans

UC is going to capitalize on the success of their custom envelope package by brainstorming with Ballantine on ways to trim costs, but keep the package as similar as possible. They also plan on doing more targeted appeals to young alumni segments, as well as more segmentation tests overall.

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