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The Case for Print
in a New Media World
Ingrid Steiner �The Castle Press
310-824-5201 � [email protected]
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Who You are Dealing With
They are liberal spenders who go for all the bells and whistles. They purchased 50% of all luxury vehicles and 80% of all travel.
They change brands as frequently as under-40 consumers
80% say they will continue to work into their 60s, and many will go back to school, start a business, or take on a second career in retirement.
Health and fitness play a major role in their lives
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What you are dealing with…
78% of all people read their mail over a trash can.
USPS/DMA Survey
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What you are dealing with…
The industry average for direct mail marketing is 1.3% response rate
Typical response rates can vary between .3% and 3.4%
What is your average response rate?
Direct Marketing Association
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Nonprofit Direct Mail Expenditures(in millions)
Social Services $2,666
Membership Organizations $2,414
Educational Institutions $497
Museums and Galleries $96
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What’s in the Customer’s Mail Stream
First Class Mail
Bills, invoices or premiums 12.5%
Advertising 8.1%
Financial Statements 4.7%
Invitations or announcements 2.1%
Notices of orders 2.1%
Insurance Policies 0.9%
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What’s in the Customer’s MailStream
Personal Mail
Greeting Cards 2.7%
Letters 0.7%
Invitations 0.4%
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What’s in the Customer’s MailStream
Standard Mail and Periodicals
Flyers and Circulars 17.3%
Magazines and Newsletters 4.3%
Catalogues 14.5%
Letter Size Direct Mail (other than nonprofit)23.1%
Postcards 7.1%
Donation Requests 3.8%
Nonprofit General Information 2.3%
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Who is Using What?
Nonprofit Education
Direct Mail 91% 70%
Email 50% 70%
Internet Display 19% 30%
Telephone 41% 15%
Magazine Space 6% 15%
Inserts 9% 10%2010 DMA Response Rate Report
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Media Effective on Nonprofit Contributions
Direct Mail 59%
Word of Mouth 41%
Church/Worship 40%
Telemarketing 21%
Telethon 20%
Internet 16%
Infomercial 9%
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Junk Mail?
95% sort through their mail the day they bring it in
79% bring in their mail the day it’s received
50% say they look forward to discovering the mail each day
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Why Mail?
Mail gets your message into waiting hands
Mail takes you to the person in charge
Mail boasts a loyal readership
Useful mail performs distinct tasks. Users have identified three “jobs” they would like their mail to perform. Browsing for new consumption/donations
Managing the home
Overseeing finances
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Why Mail is important in Planned Giving
Pass the message on to someone else, like a financial advisor, estate attorney, or favorite friend.24% pass the mailing along to someone else
23% save the mailing for future reference
13% visit a related website
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More reasons…
Did you ever wish you could build enough versions of your website to go with all of the monitors and browsers out there?Mobile sites
With paper you control the content, fonts, color, size, shape and texture.
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More reasons…
Print is believable and binding.
Anyone with a PC and an opinion can publish on the web.
Email scams.
With paper there is no waiting for images to download.
There’s no logging on or finding a connection. There’s no scrolling.
Paper is still more legible, easy on the eyes and generally more reader friendly.
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Focused Research
When asked, bequest donors say that an organization’s published materials were the most frequent source of information about such gifts, followed by legal/financial advisors, family and friends, and through a visit from an organization’s representative.
They further cited mailed communications, advertisements in the organization’s literature, and presentations as the most appropriate routes for the promotion of legacy giving.
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There’s science behind it
This research strongly suggests that greater emotional processing is facilitated by the physical material than by the virtual. The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.
Millward Brown called Using Neuroscience to Understand the Role of Direct Mail, 2011
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Feeling Comfortable
86% believe envelopes provide a safe and secure private vehicle for communication
84% believe that paper correspondence in an envelope is a trusted way to leave a memorable impression.
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Print bridges the gap between the real and
digital worlds
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Desired Outcomes
Via Direct Mail Campaign92% Donation4% Sign Up for Free e-newsletter/custom publication4% other-------------------------Via Email Campaign62% Donation31% Visit to the website8% Sign Up for Free e-newsletter/custom publication-------------------------Via Telephone Campaign91% Donation9% Other
2010 DMA Response Rate Report
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Do Not Mail
Berkeley, CA
The City Council considered a non-binding resolution that "urges" the California State Legislature to adopt a Do Not Mail registry. The Council has since decided not to pursue the resolution further.
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Do Not Mail Lists
DMAchoice.orgDo-not-mail file
DMA members must suppress
Name remains on the list for three years
Includes nonprofit organizations
Deceased list
Caretaker’s list
Contact the organization directlyAdhere to the donor’s/prospects wishes
Internally tag people for do not mail
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Targeting
1. Pre-Campaign testing2. Test your message and lists on a segment
of the total population3. Develop Objectives4. Analyzing your ROI in relation to your
predetermined objectives5. Ongoing Campaign Testing6. Test the existing campaign against new
messages, campaigns, and audiences7. Keeping your lists clean
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Keeping Your Lists Clean
Start Internally
• Data Entry--Train, follow up on phone calls or written requests. Lockbox issues.
• Clean it up
• Deduping (husband and wife going to the same school—individual or same)
• Practice list profiling
• Establish regular cleansing at regular intervals
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The importance of keeping your list clean
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What it should contain
Direct Mail should beSimple and to the point
Free of technical language
Introduce a maximum of 2 concepts/points
Include a call-to-action in every marketing piece
Check-off boxes
Phone numbers
Website addresses
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Reasons that Compel Consumers to Open their Direct Mail
Timing of the piece arriving coinciding with the need for service/product
67%
Name on the front of the envelope 66%
The package looks interesting 60%
A special offer or discount 54%
The package looks important 52%
Feel something in the package 51%
A free gift inside 42%
Dated material enclosed 35%
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Postage, because everyone always asks
Effectiveness Rating for Fundraising based on a rating of 1-5 (least to most effective)
Indicia 3.20
Metered Postage 4.13
First Class Stamps 4.29
Presorted Stamps 3.88
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Secret to Success
Create a schedule of all interactions, emails, mailings,
special events.
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What’s Hot…
Digi-mail: Texting and QR codes have made direct mail a physical adjunct to digital
Odd-sized mailings: From dimensional and die-cut shaped mail; mail today offers a variety of impactful consumer experiences
Cross purposing: Using transpromotional marketing techniques
Analytic converters: Real time data on preferences
Personalized Mailers: You now have the ability to drop in photos and entire blocks of text based on consumer data points
Postal: track communications, from their induction into the mail streamto in-home delivery
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Cross Media Marketing
Provide your target audience a variety of response mechanisms to alert you to their interest.
You must be able to identify the responder and capture enough contact information so that you can follow up. It does no good to count the number of web page hits if you can’t communicate with individual constituents and eventually record their interests in making gifts and their future actions. The ability to obtain and report on these key contacts and expected gift amounts help to make the case for planned gift program expenditures.
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In Synch…
Marketers who planned their campaigns by delivering highly personalized messages via multiple messaging channels at precisely synchronized intervals can achieve nearly four times the revenue of marketers who didn’t use a data-intensive approach.
Intelisent, 2012
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Are they using it…
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How to Track Cross Media Marketing
Tracking mechanisms will offer clarity. Direct targets to a campaign landing page
rather than your company’s home page. Go a step further by creating personalized
URLs for each individual. Include an e-mail address created for the campaign.
Incorporate tracking codes on everything; self-addressed reply cards, forms or envelopes.
Ask recipients what piece prompted them to call.
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Personalization Drives Response
Simple Personalization (name and address)
Overall revenue/profit increase 23.4%
Order size/value increased 20.7%
Response rate increased 20.5%
Info Trends, The Future of Direct Mail
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A Success Story
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Another Success Story
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Robert Morris UniversityRobert Morris University
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RMU4You SiteRMU4You Site
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Welcome PageWelcome Page
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Survey PageSurvey Page
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Update ProfileUpdate Profile
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Thank You (Attending) PageThank You (Attending) Page
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Difficulties
It is often difficult to get reliable, accurate information on planned giving donors, as between 70-90 percent of all bequests are unknown to the charity until after the donor’s death.
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So…
You want to Target
Test
Conduct Focus Groups
Ask your donors what they like and don’t like
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And Remember…
Do not create just to create.
Just because it’s there doesn’t mean you have to use it.
You need an integrated marketing plan that is right for your organization
and one that is sustainable.
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Questions?