Photo-specialty campaign helps save loons and increase donations by 14.4%.

DMM, Inc.Adopt-a-Loon Postcard ProgramBest-of-the-Best Contest Winner—Photo PublishingXerox Premier Partners Global Network Case Study

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The challengeThe BioDiversity Research Institute (BRI), headquartered in Gorham, Maine, conducts valuable environmental research throughout the U.S., Canada and Central America. Through scientific research they provide decision-makers with the data necessary to make informed policy decisions that conserve resources and protect the environment through the study of wildlife. While government agencies do provide some funding, BRI relies heavily on public donations.

BRI challenged DMM, Inc., a Maine-based direct marketing provider, to make their annual Adopt-a-Loon fundraiser even more successful than in years past. Going into the project, BRI had two main concerns; the first was image quality. On a postcard featuring a wildlife photograph with large fields of black, white and grey, consistent ink distribution and excellent photo reproduction were imperative. The second was that it had to reflect the mission of the organization and be produced as sustainably as possible.

The solutionDMM, Inc., produced two versions of the postcard using GMC Software Technology’s Communications Suite, PrintNet T, variable composition software. One targeted both past and current contributors and the other targeted new prospects. The front of the postcards each featured the same wildlife photo of the loon accompanied by a variable headline. The reverse sides contained variable text; the donor version urged recipients to check in on their adopted loon, while the prospect version encouraged a donation.

The Xerox® iGen4® Digital Press was selected for this project because of its ability to accurately reproduce the wildlife photography. Driven by a Xerox® FreeFlow® Print Server, the Xerox® iGen4 Digital Press proved more than capable of producing beautiful, consistent, photo-quality pieces. And because it produces minimal waste and uses nontoxic dry inks, printing on the Xerox® iGen4 Digital Press also helped meet BRI’s sustainability goals. DMM, as well, used FSC-certified paper, 100 lb. Cover Sterling Ultra Gloss White, which they were able to print six-up and trim using a Bowe Cutter System to further minimize waste.

The benefitsThe program’s incredible results improved from the previous year, with a 14.4 percent increase in revenue over 2009, with a 6 percent response rate and 80 loons adopted.

The Adopt-a-Loon postcards are helping DMM, Inc., grow their business in a number of ways. The first is the increase in print volume and revenue that comes with a stronger customer relationship. BRI was so happy with the results of this campaign they are planning to add another one this year—as well as multiple new campaigns in the future. DMM is in the process of making overall recommendations to increase the response of this next program. The second is the boost to the DMM portfolio. The Adopt-a-Loon postcard campaign is a great example of the photo print quality and customization capabilities of the Xerox® iGen4 Digital Press, a fact that DMM sales representatives proudly share with prospective clients.

Best-of-the-Best ContestXerox Premier Partners Global Network

Adopt-a-Loon Postcard Program, Photo Publishing Category

DMM, Inc.DMM, Inc., is a leading direct marketing communications company located in Scarborough, Maine. Family owned and operated, DMM got its start as a direct mail marketing company more than 25 years ago. Since then they have successfully expanded their business while maintaining an intense focus on 1:1 communication and message relevancy, priding themselves on being a large business with a small business mentality.

On the web: www.thinkdmm.comwww.briloon.org