Like many organizations around the world, the Museum closed its doors in March 2020 because of the COVID-19 pandemic. The Museum largely relies on admissions sales, Memberships, and other donations to support its operations. The financial challenges caused by the extended closure were significant and impossible to ignore.
Without the foot traffic from a busy spring season, they would not have the revenue from ticket sales to support their crucial mission. How could the Museum bridge the gap in revenue from those vital spring months?
For the Museum and their agency partner, Edge Direct, the goals were:
Originally envisioned as a small museum focusing on the D-Day invasion of Normandy, The National World War II Museum in New Orleans has grown into a world-class institution that shares the complete story of the American experience in World War II. Throughout the Museum, memories of World War II, its sights and sounds, its terrors and triumphs, are on display for patrons to connect to history and honor the generation that sacrificed so much to secure our freedom.
Our agency developed a direct mail campaign that would help offset the loss of ticket sales revenue. We created an appeal with three asks spanning the three months the Museum was closed (April, May, and June) due to COVID restrictions and mandates. Each donation card color coordinated with a corresponding envelope, and each were time stamped with a calendar image to remind the donor of the importance of their timely donation.
For the Museum, this campaign was an inexpensive way to keep their organization and mission top of mind over a tumultuous and uncertain three-month span. Campaign highlights include, 27% of donors gave more than one gift to the appeal and 18% of the donors gave the full pledge amount—donated all three months. In 2020, the package’s timing and strategy was relevant during quarantine and beyond during the COVID-19 pandemic.