---
title: Giving Mid-Level Donors 12 Months of Inspiration
description: For the 2017 holidays, TrueSense launched a new direct mail fundraising creative initiative designed to engage the mid-level donor audience of our Salvation Army clients.
---

[TrueSense Blog ](https://www.truesense.com/blog)

# [Giving Mid-Level Donors 12 Months of Inspiration](https://www.truesense.com/blog/giving-mid-level-donors-twelve-months-of-inspiration-the-holiday-calendar)

 Written by [Paul Hebblethwaite, Vice President of Strategy](https://www.truesense.com/blog/author/paul-hebblethwaite-vice-president-of-strategy) | Mar 5, 2018 5:00:00 AM

For the 2017 holidays, TrueSense launched new direct mail creative designed to engage the mid-level donor audience of our Salvation Army clients.  The creative reflected a strategic adjustment to communication that is sent to this valuable group, including creative designed to **deepen the donor’s awareness of their impact and how The Salvation Army is using their gift to serve families in their community**.

One new fundraising creative package, a 2018 calendar, was sent to donors last November to remind them of their impact throughout the year.

**[Click here to see a sample of the 2018 mid-level donor calendar.](https://www.truesense.com/hubfs/Download_Documents/PDFs/MidLevel%20Calendar%20Pkg%20SAMPLES.pdf)**

The design of the holiday calendar was specifically aligned with the history and mission of The Salvation Army.  By using a calendar that had a potential 12-month life of use, the donor was provided ongoing inspiration and education.  On each page of the calendar, powerful imagery was combined with a quote and information about Salvation Army services.  The calendar was accompanied by a letter that reinforced The Salvation Army’s appreciation for the donor and requested their continued support.

> In one of the launch Divisions, this holiday calendar campaign produced a 31 percent increase in average gift compared to other campaigns sent to mid-level donors, and produced an ROI that exceeded the value of the Thanksgiving campaign.

While immediate campaign performance is important, the long-term value of the holiday calendar, and other unique mid-level mailings, will be fully evaluated based on a full-year improvement in donor retention and giving trends.

Stay tuned for more updates as we work with The Salvation Army to craft a high-performing, relevant, and relationship-driven plan for mid-level donors!

#### *Don’t forget to join our mid-level workshop at the **National Community Relations and Development Conference** in Indianapolis for more insights into our ongoing work with the mid-level audience.*

[View full post](https://www.truesense.com/blog/giving-mid-level-donors-twelve-months-of-inspiration-the-holiday-calendar)

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