A large community service charity’s was looking for a cost-effective lift in its first year renewal effort. In the past, they conducted a seven-effort series with the first six by mail and the seventh effort by telephone. PIC suggested that they place a telephone effort after the second mail effort and to drop the sixth mail effort. The final effort would remain the telephone.
The results exceeded expectations. The overall lift was almost 20 percent. It was cost effective and most importantly, the renewals by telephone on the third effort performed equally as well as those renewals by mail in subsequent years.