TITLE

Mailing to fund Kosovo relief stirs even lapsed contributors

AUTHOR(S)
Beeler, Amanda
PUB. DATE
October 1999
SOURCE
Advertising Age;10/25/1999, Vol. 70 Issue 44, p84
SOURCE TYPE
Trade Publication
DOC. TYPE
Case Study
ABSTRACT
This article reports on the mailing campaign created by Catholic Relief Services (CRS) to receive donations for Kosovo refugees in Serbia. The campaign brought in more than twice the $3.4 million collected in 1998. CRS Director Margaret Guellich credited the success of the mail campaign to the speed at which the appeal was sent, ongoing donor education about work in the Balkan region and the decision to include in the mailing CRS donors who were considered lapsed or inactive. While most contributions came from active donors, 10% of people who had not given in the past 18 months sent gifts to the relief effort and almost 7% of people who had not given in more than three years responded. The average gift was $75 and the cost per dollar raised for the mail pieces was less than a penny.
ACCESSION #
2415268

 

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