How Urgency and Need Lifted Response by 12%

July can feel like a long, uphill climb for fundraising, so TrueSense Marketing set out to confirm whether a proven animal-care offer was still pulling its weight. The test revealed a strong performer and highlighted what donors respond to: need, urgency, and the chance to make a direct impact for animals right now.

Challenge

To verify that the historically successful offer and creative being used for a July renewal campaign was achieving the strongest return on investment and maximizing giving in what is typically a slow month for fundraising.

Solution

While maintaining urgent language in both the control and test campaigns, test the “Food = Love” control offer and creative against a new “Care” offer and creative. 

Results

Although the broader “Care” test offer and creative had its merits, the “Food = Love” control offer and creative proved more effective, outperforming the “Care” package in response rate by 12%.

These results underscore the power of specificity: a focused, emotionally gripping narrative. By keeping the fundraising offer simple and immediate, we tapped into donors’ empathy and desire to give something tangible, all while addressing urgent needs.