Building a Program from Scratch:

Donor Acquisition Control

Challenge

Before working with Fuse, World Food Program USA (WFP USA) didn't have an established direct mail control strategy for acquisition. Without an established control, WFP USA didn't have a clear starting place to build their direct mail acquisition. They also lacked a standard to measure test strategies against.

Strategy

Fuse developed three new creative concepts and tested within three specific list audiences, all in hopes of identifying a new control package.

A letter from the World Food Program USA with an emergency alert message, partially covered by a cardboard box labeled "PERISHABLE" and a warning stating "TOO MANY CHILDREN ARE DYING FROM HUNGER. WE MUST ACT NOW.

Outcome

47%

increase in new donors over projections

Infographic titled "Crisis Update: Child Hunger Skyrockets Worldwide" with a photo of a child and statistics on child hunger from the United Nations World Food Programme.

3

new, successful control packages and control audience lists were established

A typed report on pale yellow paper from the World Food Program USA outlines hunger issues and efforts to provide food assistance globally. A blue circle is partially visible in the background.

5X

increase in direct response revenue over the last three years

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“As our partnership with Fuse continues to evolve, so does the success of our integrated program. What started as a collaboration on one small program has blossomed into an expansive relationship across programs and channels, with each phase marked by significant achievements. Fuse has consistently demonstrated an unwavering commitment to our goals, contributing not only to our significant growth but also fostering a culture of innovation within our organization. Their ability to adapt and think creatively has been instrumental in our shared success. ”

— Robin Benatti, Director, Philanthropy, World Food Program USA

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