16 May “More than Meals on Appeals”
Non Profit Marketing & Donor Development
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Results from our independent national survey below
The meal appeal. It’s been around for years. You’ve most likely seen it: “Just $1.79 provides 1 meal for a hungry person.”
But does it still work?
“For over 50 years, Rescue Missions have been asking their donors to invest in meals to feed the hungry as a way to engage giving,” says Shellie Speer, Brewer Direct’s Executive VP Client Strategic Development. “The meal cost appeal is easy to understand and very tangible in the donor’s mind. But times have changed… donors have changed… Rescue Missions have changed.”
Recognizing the expanded reach of most Rescue Missions beyond the old-school style of “3 hots and a cot,” Brewer Direct wanted to know if those expanded services could lead to new, equally compelling offers.
“Is the meal cost appeal still the most compelling ask? Or is life transformation more important in a donor’s mind? At Brewer Direct, we wanted answers!” - Shellie Speer, Executive VP Client Strategic Development
To get answers, Brewer Direct commissioned Analytical Ones to conduct an independent national study that included both Rescue Mission donors and prospects.
The goal was to find out what motivates most – is it still the immediacy of meals? Or is it an appeal that offers more than meals: long-term recovery and transformation?
“We had a few different objectives for this study,” says Joe Churpek, Partner at Analytical Ones. “The number one goal was to determine directions for testing new offers to replace the classic $1.79 meal offer. We were also searching for differences in values and preferences amongst emerging audiences.”
Q: WHICH IMAGES MATCH YOUR PERCEPTION OF WHO IS HELPED BY THE RESCUE MISSION?
Almost 3,000 Mission donors nationwide gave their answer. Find out more at “More than Meals on Appeals” at the Association of Gospel Rescue Missions (AGRM) Conference.
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