Fundraiser Christian Appalachian Project Renews with Merkle for Database and Direct Marketing Services; New Contract Includes Strategy, Database Marketing and Creative Development

Business Wire, Dec 13, 2004

LANHAM, Md. -- Merkle (www.merklenet.com), a leading information-based database-marketing agency, announced that it has received a new contract from the Christian Appalachian Project (CAP), a national fundraising organization. With this contract, Merkle will continue to provide a wide variety of direct marketing services and solutions, including overall direct marketing strategy, creative development, database development and maintenance, and lettershop services. CAP is considered to be one of the top 15 service charities in the United States. According to a recent report by the Chronicle of Philanthropy, CAP's revenue for the fiscal year ending August 31 was $76 million.

Prior to selecting Merkle, CAP reviewed proposals from three direct marketing agencies. With this new contract, CAP will continue to utilize Merkle's Fundraising Knowledge Center(TM), a custom infrastructure that enables the management of all aspects of direct marketing programs, from campaign planning and execution to post-campaign analysis and measurement.

Merkle began working with CAP in 1998. Over the years, Merkle has provided an increased variety of services. In 2002, these services expanded to include overall strategic consulting for CAP's database marketing programs. The services provided by Merkle have continued to help CAP achieve its direct marketing goals in retaining existing donors and acquiring new donors. In fiscal year 2004, CAP's first-year donor retention rates increased by 23 percent. In addition, in fiscal year 2004, new donor growth nearly doubled from fiscal year 2003 levels, which were up nearly 40 percent from fiscal year 2002 levels. Overall, CAP's revenue grew 8 percent, which is significantly above the industry average, which typically falls within a range of 1 to 3 percent.

Sue Sword, CAP's vice president of development, said, "Working with Merkle, CAP has experienced a jump in its overall growth and retention rates. And, they have helped us reinvigorate our acquisition program. The strategies that Merkle has helped CAP put forth are key to where we are now. We also selected them because Merkle can do everything that we needed to have done."

Greg Fox, Merkle's senior vice president of strategic services, said, "We are thrilled to be continuing our work with CAP. Over the past seven years, we have developed a strong working relationship and have implemented strategies that have fueled a significant increase in donor acquisition and retention. CAP has realized the success that can result from comprehensive data-driven strategies."

About CAP

The Christian Appalachian Project (CAP) is a nonsectarian Christian organization that is committed to serving people in need throughout Appalachia by providing physical, spiritual and emotional support through a wide variety of programs and services. Founded in 1964 and headquartered in Hager Hill, Kentucky, CAP's programs reach more than 500,000 people throughout all thirteen Appalachian states. For more information, visit CAP's Web site at www.chrisapp.org

About Merkle

Merkle is a database marketing agency offering innovative quantitative strategies to improve new customer acquisition and customer retention to maximize results. Merkle serves clients spanning a variety of industries, including financial, insurance, catalog/retail, and fundraising. Services and solutions include strategic marketing and consulting, business intelligence and analytics, development and maintenance of Marketing Knowledge Centers, data products, and direct mail production and processing services. Founded in 1971, the privately held corporation has more than 700 employees and is based in Lanham, Maryland. For additional information, contact Merkle at 1-888-4-MERKLE (463-7553) or visit www.merklenet.com.