Commemorative Air Force®
Keep ‘Em Flying Year Over Year
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Project Overview
The Commemorative Air Force (CAF) has over 175 Word War II era aircraft. Through generous donations, CAF continues to educate, inspire, and honor through flight and living history experiences, keeping alive the legacy of all those who served and sacrificed for our freedom. Each year, fewer World War II American heroes are able to tell their stories. The generosity of donors helps CAF keep their legacy alive.
One of the ways CAF carries out its mission is through airshows across the country. Due to the pandemic, many shows were canceled or limited attendance, resulting in decreased public and donor engagement.
In addition, in 2019 and 2020, the direct response fundraising program included 75th Anniversary messaging with key milestones marking anniversaries of D-Day and the end of World War II. How could the organization keep the direct response fundraising program thriving despite these challenges?
For Commemorative Air Force and their agency partner, Edge Direct, the goals were:
- Drive net revenue year-over-year.
- Develop inspirational creative and messaging to keep the legacy of our World War II heroes alive.
- Convert and increase average gift for the mission’s high-value donors.
The Commemorative Air Force (CAF) is dedicated to preserving and displaying America’s World War II warbirds — those incredible fighter and bomber planes that gave our nation a critical advantage in World War II.
With the motto, “Keep ’em Flying,” CAF puts the general public, and especially young people, in close touch with these magnificent vintage warplanes. You can even take rides in them! Through this hands-on experience, our citizens gain an appreciation and understanding of what it took for the “greatest generation” to prevail in the bloody air battles of World War II.
Our Solution
This spring campaign was mailed to current donors encouraging them to keep the service and sacrifice of our nation’s heroes alive by donating to the CAF. The campaign featured the story of WWll veteran Lt. William “Mac” MacClarence and his warbird, a P-51 Mustang, which was beautifully displayed on a frameable print. Donors were also offered a P-51 Mustang ball cap as a backend premium.
Results
The campaign was truly remarkable. This appeal generated over 32% more net revenue than projected and produced the most net revenue of any past print campaign. Through the entire arsenal of direct marketing strategies, we were able to increase donor participation and directly engage the audience in CAF’s important mission.
For this project, Edge Direct received a MAXI award from the Direct Marketing Association of Washington (DMAW).
