Thought You Knew it All: Think Again!
by Stephen Godbout
What a day it was at the spectacular U.S.A Today campus for DMAW’s, DM201.
From new hires to industry vets, everyone learned something from the stellar line-up of DM pros who graciously shared their direct marketing experience. Special thanks to all presenters, volunteers and sponsors PMG, RR Donnelly, and Direct Mail Solutions.
I’ve lots to share with you and online attention spans are at work, so let’s jump right in.
Three Things You Should STOP Doing - Keynote Speaker: Tom Gaffny
As the keynote address, this was far too informative to cover here. Look for a separate blog dedicated to this section. But here’s a teaser.
“Our industry language suggests we “acquire,” “capture,” and “convert” donors. If you were walking down the street and someone tried to acquire, capture or convert you, would you stick around?”
Data, Data, Data - Jim Emler, Integral; Bryan Evangelista, Lautman Maska Neill & Co.
If you asked me for dominating themes of the day, I’d have to say:
- Treat your donors like human beings.
- Show your appreciation through cultivation and engagement opportunities.
- One of the best ways to do both of these is with a comprehensive analysis of data from every possible touch point.
Monitoring your data allows you to respond in real time to your donors as your campaigns progress, and of course, strategically forecast budgets and predict future trends.
Depending on the data you have, you can find out: What channels your donors are using to communicate with you? Which messages are working and which are not? Is your current campaign going to meet its projected goals? As well as who might be interested in getting more involved with your organization or respond to an upgrade offer? And where to focus your attention to increase donor satisfaction and thus retention?
You can even use multivariate testing[i] to dramatically reduce your testing to rollout time by using fewer packages to test more variables. But I’ve been told it’s requires “pretty stat heavy back-end analysis,” so don’t try this at home without proper analytical supervision.
Making the Monthly Connection - AJ Minogue, ASPCA; Steve Kehrli, PETA
Hats Off. No one tugs our emotional heart strings better than the dogs and cats of ASPCA’s DRTV monthly giving campaigns. But you say you can’t afford Sarah McLachlin and TV ads.
Utilize all your channels. Consider online ads. Make monthly giving a standing option on replies and acknowledgments. Ask new donors to become monthly givers right away, because the chances of them migrating diminishes with each passing month. Upgrade anyway you can.
And treat these donors like gold. They are your most loyal supporters.
Mid-Level Migration - Kristin McCurry, MINDset direct
Look under the surface of your file and you’ll discover an entire herd of donors capable of filling the gap between your lower and higher dollar donors. A few tips for a mid-level program.
Begin by selecting the right audience. Look at cumulative giving, single outliers, all channels. Remember migration isn’t one way—lapsed major donors can be brought back into the fold.
To retain your mid-level supporters, treat them as investors. Offer periodic updates and in-depth views of how their money is used. Grant them access to higher-ups in your organization. Create opportunities for one to one dialogues. Make sure everyone in your organization is paying attention to possible migrators.
A real-world example of having these business practices in place:
A sustainer whose monthly pledge was only $25 a month sent in a check for over $3,000. Because the right people were paying attention, the organization was able to
have this donor on the phone within 72 hours of her putting the check in the mail.
Multi-Channel Magic - Presented by Adcieo. Featuring: David Chalfant, Whitman-Walker Health; Roxanne Fiddler, GEDCO; Brittany Fowler, Susan G. Komen – Maryland
What happens when you coordinate a campaign across all available channels and do it well:
Whitman-Walker Health filled a fundraising dry zone between its October AIDSWalk and the traditional holiday season with a Neighbors in Need campaign, achieving fundraising gold. They also cleverly incorporated their end of year holiday card mailing as a thank you, follow-up to the campaign. Results: Over 5% response from their appeal audience. An acquisition that paid for itself. And from their lapsed donors, an impressive 8.4% and 6.1% response from phones and mail respectively.
GEDCO, a faith-based community organization out of Baltimore serving mostly low-income seniors saw a 60% rise in donations over a three year period by developing and refining a year-end multi-channel campaign. What’s most impressive is they achieved these results by turning their mostly 60+, mail oriented donor file into online responsive donors.
Designs that Shine, and Work - Cheryl Keedy, Production Solutions
The Vanna White of direct mail showcased over 100 samples of the hottest package components winning tests and standard workhorses getting donors’ attention in today’s crowded mailboxes.
Some of the hot items: dimple textured carriers … priority handling stickers … inside security tints for OE’s … oversized, drop cut book marks as part of the insert … business cards with photos … actual address label to right of window with priority mail reply showing through the window … decals showing through rear window … infographic showing through second window … self-mailer with pull-out business reply card … and a pop-up paper bank sent along with a request for the donor to save their change in it so they can send in a donation of equal amount.
[i] Katie Vlavo, Associate Director of Acquisition for The Nature Conservancy discussed using multivariate analytics in helping to shorten their testing to keep their acquisition up during the economic downturn.
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Stephen Godbout is a freelance copywriter with thirteen years direct marketing experience. He can be reached at stephen@copybygod.com.
May is DMAW Membership Month!
May is DMAW Membership Month! When you renew your membership, anytime between May 1 to May 31, you will automatically be entered for a chance to win a complimentary 2013 Bridge Conference Registration. This includes full access to both days of the conference, with 70+ educational sessions, over 100 services providers in the Solutions Showcase and three great keynotes!
DMAW membership gives you the professional push you need to Spring into Action ― and pull ahead in your field.
Your DMAW membership entitles you to member-only discounts, our monthly newsletter, Marketing AdVents, the Sourcebook, Job Exchange and much more. Take advantage of the great DMAW educational and networking opportunities already scheduled for 2013.
As a special bonus…beyond being eligible for the grand prize when you renew, you will also be entered to win one of our other great weekly prizes such as Wolf Trap tickets, a registration to a DMAW Monthly Lunch & Learn, Great American Restaurant & BLT Steak gift cards and other terrific prizes!
So join our annual membership celebration – Act Now! Join Today or Renew your DMAW membership during May Membership Month!
Innovative Formats and Integrated Campaigns – Back by Popular Demand and Here to Stay!
by Danielle Hart
On April 24th, direct marketers joined together for the re-introduced DMAW Innovative Formats and Integrated Campaigns Forum. Eleven presenting companies introduced their inventive direct marketing ideas and techniques. In addition to the presenting companies, there were bonus sessions that included a jam-packed fold presentation by Trish Witkowski (Chief Folding Fanatic at the FoldFactory), a premiums presentation by Cheryl Keedy (Senior Strategist of Direct Response and Marketing Formats at Production Solutions), and a keynote case study by Brenna Holmes (Director of Interactive Department at Chapman Cubine Adams + Hussey).
The Innovative Formats and Integrated Campaigns program was chock-full of great presentations that included:
- Multi-Channel Success with PURLs: Mail, Email, Mobile and Microsites! by Chroma Graphics’ Joel Kaufman and Direct Development’s Tony Fraga
- A Multi-Component Self Mailer by Freedom Graphic Systems’ Pat McEvoy
- Inline Package Innovation by RR Donnelley’s Philip Brown
- It’s All About the Data – Hyper Personalized Direct Mail by Sourcelink’s Craig Blake
- Direct Mail in a Sleeve by Japs-Olsen’s Charlie Mullin
- Maven Social – Social Media with ROI by Metropolitan Technologies’ Tim Mishuk
- Direct Mail to the Max by FoldFactory’s Trish Witowski
- Magnet Mailer and Card/Fob Postcard by Membership Cards Only’s Richard Fuast
- “Hail the Snail!” Snailworks launch by ProList’s Dave Lewis presented
- The Browncraft envelope by Precision Dialogue’s Suzanne Maicke
- Talking Cards – Direct Mail with Sound by Mail Pow’s Crystal Martin
- Showcasing Innovative and Current Direct Mail Premiums by Production Solutions’ Cheryl Keedy
- The Honor Card by Custom Print Now’s Willie Brennan
- A Case Study from the Environmental Defense Fund Using Target Analytics – Connection 360 by Chapman Cubine Adams & Hussey’s Brenna Holmes
Throughout the day, the presenters brought an incredible energy to stage while they showcased their state-of-the-art direct marketing techniques and engaged the audience. The presentations filled the room with new awareness of innovative concepts that the attendees raved about during and after the event. It was clear across all presentations that multi-channel campaign integration is a hot topic in direct marketing! Everyone left with an abundance of new direct marketing ideas and samples to take back to their teams.
Thanks to the hard work of the chairs of the event (Production Solutions’ Greg Albright, MMI Direct’s Elise Buck, and Red Engine Digital’s Liz Murphy), and the volunteer committee (African Wildlife Foundation’s Amy Barriale, The Mail Bag’s Teri Carlson, HSP Direct’s Colin Duffy, Bethany McConnell, and Nicole Hall, DR2’s Steven Fleshman, Mal Warwick Association’s Melissa Ford, The Engage Group/ MailSmart Logistic’s Danielle Hart, Production Solutions’ Cheryl Keedy, and Chapman Cubine Adams + Hussey’s Shannon Murphy), the event was a huge success and had overwhelming positive feedback. DMAW Executive Director, Donna Tschiffely, announced at the conclusion of the day that the event will continue as a DMAW annual event. Needless to say, the entire room applauded.
Here’s a look into what some of the event volunteers had to say about the event:
“It was truly rewarding to hear so much positive feedback from participants who walked away with tangible new ideas to implement for their organizations and clients. And even better, I had a great time working with such fantastic veteran and first time volunteers. I look forward to working with them again!”
–Melissa Ford, Mal Warwick Associates
“Volunteering at the DMAW Innovative Formats and Integrated Campaigns event was a very rewarding experience. I met a lot of new suppliers, and I have a portfolio full of new formats that I am eager to share with my colleagues. I definitely plan on attending next year!”
-Bethany McConnel, HSP Direct
“New to the industry, volunteering for this event taught me more than I could have imagined about the direct marketing industry. Being involved in the event’s marketing, presentation selection process and all the way through to the debriefing has allowed me to learn, network, and find satisfaction in an overwhelmingly successful event. I suggest that anyone new to the industry volunteer for a future DMAW event!”
-Danielle Hart, The Engage Group / MailSmart Logistics
“Volunteering gave me a unique perspective on the innovative formats presented. It gave me an opportunity to brainstorm with other direct marketing professionals from around the industry—which adds a great deal of value to my day to day job!”
-Nicole Hall, HSP Direct
Do you want to meet new people, plan successful events, and gain industry experience? Volunteer for DMAW events!
To see photos from the event, click the image below!
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Danielle Hart doubles as an Online Fundraising Account Manager at The Engage Group and a Postal Logistics Account Manager at MailSmart Logistics. She can be reached at Danielle@engageyourcause.com or found on her personal website at www.daniellehart.com
Innovation and Integration Take Center Stage at Next Week’s IFIC Forum
By Greg Albright, Co-Founder and CCO of Production Solutions
Next week marks the return of one of the most sought-after and valuable direct marketing events in our industry. Formerly DMAW’s Innovative Formats and Inventive Techniques Forum (IFIT), the forum is back after a two-year hiatus as the Innovative Formats and Integrated Campaigns Forum (IFIC). I, along with a team of like-open-minded direct marketing volunteers (among them, DMAW’s current President, Mike DeFlavia), launched this forum 13 years ago to help connect decision makers with innovative suppliers in a one-day innovation showcase. The best part of the forum is that each attendee leaves with a portfolio of package samples and successful campaign outlines which are meant to kick start the creative planning and dialogue upon their returning to work.
I’m excited that the forum is back and better than ever this year with a new, and necessary, focus on integration. The marketplace is thirsty for new ideas and has recognized that integration is necessary to evolve and stay relevant. Still, we know that direct mail is a big driver in direct marketing, especially in the fundraising arena. IFIC provides the best of both worlds: innovations on the direct mail side, as well as real, tangible ways to embrace integrated campaigns across several channels, including email, mobile, web, social and DRTV.
IFIC will feature 13 direct mail innovators and integrators, showcasing leading-edge formats as well as state-of-the-art integrated campaigns. Each will distribute samples and has 15 minutes to present. In a comfortable, no pressure environment presenters will be available for questions.
IFIC is not only a showcase of the best our industry has to offer, but also our industry at its best. The forum was four months in the making and an all-volunteer effort by a diverse committee of more than a dozen members from both digital and traditional direct marketing agencies and production management firms. We can all benefit from their commitment to keeping our industry relevant and integration top of mind. IFIC is another example of industry engagement leading to industry evolution. This is what it’s all about.
See you there! For more information about IFIC and to register, click here.
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Greg Albright is Co-Founder and CCO of Production Solutions, one of the largest marketing production management firms in the country. He received the DMAW Award for Distinguished Achievement in DM in 2012, and is the author of The Right Hook, a weekly blog that showcases the best integrated marketing practices of rising and already-shining industry professionals, as well as great advice about enjoying a rewarding career by putting volunteerism front and center.
DMAW Recap: Direct Marketing 101 Workshop
by Heather Bien
Last week over 20 direct marketing professionals came together for Direct Marketing 101 Workshop (DM101). While backgrounds ranged from direct marketing agency professionals to nonprofit employees managing direct marketing within their own organization, most attendees came in with 1-3 years of direct marketing experience and were eager to hear from Washington area experts in the field.
The morning started with a lesson in Creative from Steve Fleshman of DR2. Attendees learned the tricks of the trade in making your mailing stand out from the countless other direct marketing pieces that people receive on any given day. Did you know that lots of enclosures increase the amount of time a potential donor spends with a mailing package? Or that a letter signer lower down the “food chain” at an organization actually lifts response? And a lift note can increase response rates by 10%!
Next, Nancy Guy Freeman walked us through Direct Mail Production. Her decades of experience helped attendees understand the most cost effective ways to work with a printer and mailhouse. Ms. Freeman was followed by Lisa Riordan of Infogroup Nonprofit. Ms. Riordan emphasized the importance of data processing as standardizing, correcting, validating, and enhancing. Clean data increases efficiency and brings down costs so merge-purge optimization is central to any well run direct marketing program.
Kevin Litten of EU Services began the afternoon with a lesson in mailshop options that attendees may not have considered before, such as postcard acknowledgement programs, self-mailers for
Following Mr. Litten was Kelly Leech of Carol Enters List Company. Ms. Leech set out to convince us that sharing names and lists is not a bad thing! List brokers are experts on determining which lists are best to share among which nonprofits and can use their market knowledge to think outside the box and provide an organization with the best results for acquisition.instant impact, low cost marketing materials, and invitation style mailers. Mr. Litten also walked us through a few postage tricks of the trade such as using miscellaneous stamps on in house mailings to give them a more personal feel, postage “indicias” which puts the logo of an organization in a postage meter, and intelligent mail bar codes.
Tracy Lea explained the ins and outs of a successful telemarketing campaign. Telemarketing can and should be used for successful reinstatement, stewardship, and relationship building. A no on the phone should lead to a letter thanking the potential donor for their time – this tactic typically sees higher response rates through the mail than a letter alone. Telemarketing is an essential part of fundraising as multi-channel donors have a higher lifetime value than just mail or email donors.
Barb Perell of Avalon Consulting wrapped up the day with an overview of Online Fundraising. Again, the multi-channel donor came into play as she explained the importance of coordinating communications across all fundraising channels. It’s also essential to make sure emails are segmented to certain donors through the use of data, are to the point, and are part of a larger email campaign plan. Don’t just send out an eblast one time – create an entire email marketing plan and remember to use catchy subject lines, photos, and time them according to when your donors tend to open email (use data!)
All attendees, regardless of their previous background and experience, left DM101 with a greater understanding of direct marketing and new ideas and fresh concepts to take back to their own organization. DM201 is May 15 and it is sure to be an even deeper dive into the world of direct marketing – don’t forget to register today!
The DM101 workshop was made possible through several wonderful sponsors: Colortree Group, Metropolitan Companies, Inc., Bigeye Direct, National Mail Graphics Corporation, and RWT Production, LLC.
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Heather Bien is the Manager of the Annual Fund at Washington National Cathedral where she has worked since December 2010. She can be reached at hbien@cathedral.org.
Drunk Donating: The Greatest Test of All
Just when you thought you’d heard it all in marketing, the DMAW Monthly Lunch and Learn series brings the discourse to a new level.
Cathy Finney of The Wilderness Society and Heather Marsh of A.B. Data brought their combined more than 25 years of experience in direct marketing to a full room of DMAW members and non-members alike, representing nonprofit organizations, associations and marketing professionals.
Email Marketing – Tips, Tricks, and Results, showcased practical and proven tools for creating and sustaining an email marketing strategy. As with all marketing endeavors, the work begins with a plan. Cathy pointed out that The Wilderness Society’s plan is a mix of messages: advocacy, stewardship and solicitation.
Heather advised attendees to create a production schedule. The schedule should include when an email is scheduled to be sent, message topic, deadlines for drafting, editing and testing emails—as well as accounting for approvals. Determine what works best for your organization. Negotiate a balanced strategy between communications and development: what works for one department may not work for another.
The divide between communications and development forms the basis of silos at many organizations. To combat this, organizations ought to create a structure that promotes constituent-centric strategies. Bring together all stakeholders to determine who manages the website, handles digital marketing and fundraising, and create shared goals. By managing schedules and communications, sharing cohesive tracking documents and meeting regularly, organizations can effectively break out of the silos.
This segued to the presentation’s theme: TEST! Heather emphasized the golden rule of testing: do not test that which is not actionable and does not produce statistically significant results. She advises using a minimum of 100 responses (i.e. clicks; opens; donations) as a reasonable test results threshold.
Among the myriad of “testable” features: From line; Subject line; day and/or time email is sent; and the use of symbols (i.e. unique characters). A goal of testing these features is to improve open rates. Most frequently asked question: what is the best time to send an email? For years, Heather responded that the best time was when you will elicit a response. A 2012 GetResponse report stated open and click-through rates are highest between 8-9 am then differ where open rates peak again between 3-4 pm while click-through rates peak between 3-8 pm. Now, we don’t want every organization sending emails at the same time so be sure to test.
Obama For America made sure to do this when they sent an email late at night, asking for a donation—welcoming the era of “drunk donating”. Cathy and Heather cautioned that this is not one-size-fits-all marketing.
Another means of testing is to be an activist, donor or prospect. Seed your email address and track the results. Test messages using different devices: phone, tablet and computer. Test how an email appears in different browsers and email services. Monitor your competitors and industry leaders.
By varying the buttons, copy and pictures or graphics, you can test click through rates. Most clicks are a result of calls to action. Be sure all emails support your brand and message. Segment contact lists by low dollar, mid-high dollar, prospects, activists, sustainers, and lapsed donors.
In addition to organic growth, you can grow your file by using search engine marketing, Google Grants, e-appends, petition networks such as Care2, remarketing and ad buys like Facebook ads.
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Goldie Heidi Gider is the Director of Advancement at the National Women’s Health Network, a membership-based organization supported by 8,000 individuals and organizations nationwide. She can be reached at HGider@nwhn.org.
