To help, H&J recommended that National Headquarters set up a direct marketing subcommittee that would let affiliates have more direct involvement in the mail program. Affiliates were encouraged to share stories and information about their work which could then be used in appeals.

Through the subcommittee, Prevent Blindness was also able to reach out to its corporate sponsors to acquire stories for use in the direct mail program. This led to a direct mail breakthrough. Here’s what happened:

The organization’s January membership mailing had always been one of its most successful for donor cultivation. We added a tangible benefit, a discount card valid for eye exams and eyeglasses, which significantly boosted results.

Working with Vision One, Prevent Blindness developed a discount card valid for eye exams and eyeglasses at such major nationwide outlets as Walmart and JCPenney. H&J created a direct mail package for donors and prospects which offered the card as a back-end premium with a membership gift of $25 or more.

The Vision One card increased response to such an extent that the usual February membership follow-up mailing was cancelled and a regular appeal was mailed in its place!

Further integration of Prevent Blindness programs included making better use of the Center for Sight call center. This toll-free helpline, used mainly by seniors, answers questions about age-related vision problems. It also helps individuals prepare for and understand medical procedures, clarifies doctors’ directions, and offers up-to-date information on vision-related research. The names acquired through the call center were used in the acquisition program and added to the Prevent Blindness newsletter file.

The results of these efforts were striking: Even at a time when nonprofit results were in decline nationally, Prevent Blindness showed a steady increase. During this period, the overall response rate increased by 20% and the average gift increased by 11%!