White House Historical Association

Net cost to acquire cut in half with new direct mail acquisition creative strategy.

Iconic words from history become the inspiration for acquisition success.

SITUATION
The annual White House Christmas ornament is a key element of the White House Historical Association and its direct response membership acquisition program. The Association was set to honor President John F. Kennedy, however, as they prepared to do so, they were faced with flagging direct mail results. 

President Kennedy’s iconic words, “…ask not what your country can do for you, ask what you can do for your country” inspired a new acquisition package featuring the Kennedys and their legacy. It was First Lady Jacqueline Kennedy who founded the Association to restore the Executive Mansion to museum quality and preserve its important history. The package was woven together with visual imagery, cultural relevancy, a compelling case for support, and an irresistible offer. A set of notecards were included to further highlight the beauty of the White House and President Kennedy’s famous presidential portrait.

SOLUTION
The Kennedys’ service to the country, in particular, Jacqueline Kennedy’s visionary role in creating the Association were prominently featured. The package generated a net per donor that was less than half of the net per donor from other test packages including the standing control. Even though the package included front-end notecards that can tend to lower an average gift, the package’s strong composition and strategy were able to maintain their desired average gift while experiencing a response rate 53% higher than other test packages at that time.