PROBLEM
The Mentors Circle campaign replaced the Children's Aid Society's annual Fall renewal program in 2003. The Mentors Circle concept, based on a new development strategy, was intended to build a leadership group of individuals committed to a minimum annual contribution of $1000. In addition to the satisfaction of helping children in need, the members of the Mentors Circle received special recognition and benefits.

SOLUTION
The Mentors Circle campaign combined strong imagery of children with a sophisticated tone and presentation. The campaign netted a robust 60% increase in responses, with a 300% increase in average gift and a 400% increase in total giving. Most impressive of all was a 95% reduction in the cost to raise each dollar.