What’s better than an 11% lift in revenue? A 70% lift in revenue!

Written By Brian Tucker

Holt International approached me in 2016 to breathe life back into its symbolic gift catalog program – Gifts of Hope. In its first year with our two teams’ help, Holt saw an increase in revenue of 11% during the giving season. But that was nothing compared to the 2017’s giving season – when revenue jumped by a whopping 70%.

Holt International’s catalog program included (and includes) both an online catalog and print catalog. Their online catalog was 8 years old and had been built in house, and revenue had remained flat for the past 2 years.

I took a deep dive into the program with the goal of improving ROI and increasing overall cart value per donor, analyzing the entire program from production to promotion with an emphasis on product revenue, promotional strategy, and online experience.

While the catalog’s mix of products was solid, the promotional strategy and online experience needed revitalization. The first step was to identify products with the top ROI and move them to the forefront of the print catalog, email, and online. The one big issue? The in-house platform didn’t allow for easy customization of the online experience. Holt needed a turnkey solution that integrated with their current platforms and process, which is why I brought in Capellic.

Capellic handled online implementation with its gift catalog platform with less than a month to get the site up and running. The catalog was up and designed within two weeks, and operational within the month.

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In the second year, Holt began to embrace the new tools unique to Capellic’s platform – like Group Gifts, Storytelling with Advanced Pages, and more. By creating special gift guides and “best of” advanced pages, Holt was able to engage their donors year-round. Strategically chosen “add on” gifts were also utilized to increase the overall cart value.

The result was, well, everything. And we can’t wait for this year’s giving season and all the giving opportunities between now and then.

Brian Tucker

My 16+ years in the field of marketing and advertising has given me a vast array of experience consisting of product management, digital marketing, direct marketing, non-profit fundraising, customer retention, broadcast media, social media, B2B lead generation and up-sell programs.  

Seven of those years were spent in a fast-paced advertising agency environment working for B2C, B2B and nonprofit fundraising for clients such as Netflix, Microsoft, National Association of REALTORS, United States Olympic Committee, The Los Angeles Mission and World Vision. 

I have a thorough understanding of strategic planning, A/B testing strategy, results analysis, digital production, print production, CRM systems and marketing automation tools. 

One of the most fulfilling parts of my job is managing people.  I pride myself on the ability to lead and inspire cross-functional teams to develop exceptional work that is on time, on budget and exceeds performance objectives while encouraging my direct reports to also achieve their own personal career goals.

https://www.getfocusedwith.us
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