Guthrie Theater
Case Studies
Using a $1 million three-year grant from the Andrew W. Mellon Foundation, the Guthrie Theater was working to broaden its audience with a new initiative. Level Nine will engage more diverse companies by hosting events such as readings, salons, and town hall meetings on the Guthrie's Dowling Studio and adjoining lobby. To support this new programming, the Guthrie sought to raise on additional $250,000 toward the grant.
The Challenge
Our role was to develop and design a direct mail campaign that supports the Guthrie Theater's Level Nine initiative by raising additional funds toward its yearly fundraising goal, focusing on donor acquisition and reactivation segments.
Our Strategy
We recommended an A/B test for the direct mail piece to identify a winning control for Guthrie's fundraising efforts. A #10 letter package with BRE was tested against a 6x10 full-color brochure. This reflects Guthrie's recent rebrand's bold look and feel in a clear outer envelope with a letter and BRE. The A/B test was adapted slightly for each audience.
Capabilities Used:
Design
Data Services
Print and Mail Production
Data Analytics
The Results
On average, the #10 letter package not only achieved a 50% higher response rate than the 6x10 brochure, but the donation amounts were also two to three times larger, depending on the segment.
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