Donors and advocates. Two groups that engage in different ways to right societal ills. And two groups that usually require distinctly different calls to action.
Meals on Wheels America needs both individual donor support and government funding to continue delivering food and hope to hungry and lonely seniors. They traditionally focused on acquiring donors, and the revenue they represent, rather than advocates, with their potential for policy change.
TrueSense Marketing tested a new, yet simple acquisition package that included a strong advocacy element — a petition — against the control, hoping that traditional direct-mail donors might be motivated by an element that triggered activism.
- The call to action led with a request to support the Meals on Wheels program by signing a petition.
- The narrative explained the ways government funding does not cover all the need in the country and their community.
- The offer wrapped up with a request for a donation to continue Meals on Wheels’ good work for seniors.
Complete the form below to learn how this direct-mail test beat controls and raised more funds and engaged more advocates for Meals on Wheels America.
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