Wildlife Conservation Society: Tiger Gift Matching Campaign
From Members to Donors: Adjusting Your Fundraising Message
February, 2010

The Wildlife Conservation Society is one of America’s oldest conservation organizations – in 1895, it led the recovery effort for the American bison. But now, WCS is facing a recovery effort of its own –it recently discontinued its award-winning magazine, and WCS must now retain its subscribers while changing the entire model of communicating with its constituency. Rather than contacting “subscribers” to renew their magazine subscriptions, WCS is appealing to its donors with a philanthropic message.

To ensure that WCS engaged as many donors as possible, S&W worked with the organization to craft a robust, multi-channel communications strategy with an urgent, relevant and emotional message. And the donors certainly responded enthusiastically! WCS’s fall fundraising campaign – focused on the increasing loss of tigers in the wild – exceeded revenue goals by 427%, including two $25,000 donations. And WCS was able to reach its audience through a variety of channels; online donations accounted for almost 71% of income.

So what made this campaign so successful?

• Specific topic – The campaign was very specific: it focused on what WCS was doing to save tigers in the wild and how donors could help them continue these efforts. WCS has numerous programs for saving tigers already in place around the world, including working with governments to stop illegal trade of tiger products and attaching radio collars to track tigers over their large ranges. By illustrating the work it was already doing, WCS demonstrated its track record for success and positioned itself as a leader in conservation. It also demonstrated the need WCS had for donations in order to keep these efforts strong.
• Proven fundraising techniques – The campaign employed a matching gift offer, a tried-and-true fundraising technique. We created a sense of urgency by including a deadline and mailing a follow-up piece two weeks after the initial mailing dropped. We also timed the campaign so that it would end on December 31, taking advantage of the natural deadline created by the year’s end as well as the more favorable fundraising climate.
• Multi-channel – The campaign consisted of two postal mailings and four emails. This allowed the organization to remain at the forefront of donors’ minds, even during the busy fall/year-end fundraising season. WCS also prominently featured the campaign on its homepage, attracting an even larger audience than just its donor base.
• Personal connection – All communications were signed by Colin Poole, Executive Director of all Asia programs. The e-mails even featured his picture next to the signature. This consistency in having a well-respected field scientist sign all communications enhanced the authenticity of the program and, consequently, its need.

The combination of these factors made the Tiger Matching Gift Campaign one of WCS’ most successful fundraising campaigns. It also began to change the relationship WCS has with its constituents from a subscriber-based transaction to a more philanthropic connection, which will only serve to increase donations in the years to come.