How Strategic Segmentation and Creative Testing Improved Direct Mail Revenue for Six Food Banks

Challenge

TrueSense Marketing aimed to improve the performance of a key, sustainer-focused direct mail campaign for six of our food bank clients by optimizing both the audience selection and creative approach. We needed to find an optimal balance to maximize sustainer acquisition among donors who were the most likely to become sustainers, while preserving critical one-time gift revenue from the broader donor base.

Solution

TrueSense implemented a multi-phase strategic approach that separated donors into two distinct segments, according to whether they were likely to become sustaining donors by giving monthly gifts. We tailored different messages to the two donor groups that the model identified: those likely to make a sustaining gift, and those likely to make a one-time gift.

For donors we identified as most likely to become sustainers, we tested a smaller, streamlined package with appropriate sustainer messaging. For donors our models indicated were unlikely to make a recurring gift, we created a partner card follow-up package positioned as a one-time gift ask rather than a sustainer conversion appeal.

Results

The segmented approach delivered wins across both donor groups. Those who were most likely to become sustainers responded well to the smaller package format, which reduced production costs while maintaining strong response rates. Those we identified as unlikely to make a recurring gift showed even better results with the partner card package, restoring the one-time gift revenue that had been lost and pulling the food banks out of net negative territory. The campaigns also generated long-term value through modest sustainer acquisition, creating predictable, ongoing revenue streams.