The Archbishop’s Call to Share Annual Appeal was experiencing slow growth and weaker-than-expected participation by high-level donors. These dynamics, combined with soft brand awareness, were holding back potential.
Proven methods were proposed to stabilize participation, move high-level donors and build brand message impact utilizing the dynamic leadership of Pope Francis.
Henning Communications proposed a high-impact brand signature to reflect the joyful spirit and renewed hope of the election of Pope Francis. New donor movement strategies, revised donor segmentation and targeted conditional copy have helped build dramatic success. Careful and consistent cultivation of high-level donors, strong brand messages and a unified graphic environment across all communications supported the strategy.
Participation rates have stabilized, total giving is up 9 percent over three years, and the number of high-level donors who are increasing their gifts year-to-year has increased 1 percent.