Cornell Lab of Ornithology is a world leader in the study and conservation of birds. The Lab uses science, research and technology to advance the understanding of nature and engage people of all ages in learning about birds and protecting the planet. The Cornell Lab, a unit of Cornell University, is a distinct nonprofit environmental organization which depends on the support of individuals – its 100,000+ members, donors and friends, and research and other programs to fund its vital work.
As long-term partners, The Cornell Lab and Schultz & Williams have worked together to advance a donor-centric, multichannel direct response program that encourages interaction with donors and supporters; by connecting donors emotionally with birds and providing access to tools and resources, it allows people to see and feel the direct impact of their actions and their generosity. Our work together has yielded important analysis and an understanding of what motivates and engages the Lab’s supporters.
Highlights
Milestone Achievement
Achieving the goal of 100,000+ supporters reflects a strong commitment to building a community of support through a comprehensive multichannel strategy. Success was driven by collaboration with the Lab and partners, combining efforts across multiple channels.
Multichannel Strategy
The strategy blended an aggressive direct mail acquisition program with creative social media, digital engagement, telemarketing, and a compelling, interactive website. S&W employed predictive modeling, targeted list selection, and years of testing and analysis to refine and scale efforts effectively.
Mid-Level Expansion
Schultz & Williams helped cultivate and grow The Golden-wing Society (GWS), the Lab’s mid-level giving program. This effort deepened donor relationships and created a robust pipeline for major gift opportunities.
The Challenge
Improving an already committed and engaged donor base requires collaboration and a forward- thinking client partner willing to invest in calculated, targeted risks to find breakthroughs. Cornell Lab and S&W continue to challenge each other to find innovative ways to engage the community, increase revenue to the organization and enhance the donor experience.
The Solution
Through a consistent, strategic and aggressive renewal, invitation and upgrade cycle, scheduled cultivation efforts, additional appeal and solicitation touches and online stewardship, we have improved retention for this cohort. Last year, we tested a GWS check box on the acquisition form for the first time, adding several new mid-level donors at the point of entry. Building on the current strategy and in-depth analysis of all channels of communication, refined invitation and renewal touches will to encourage more upgrades from the donor pool, expansion of GWS membership, and increased revenue to the organization.
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