As with all things in business, starting from the bottom and working your way up is the most logical approach to get the job done. Once the job is complete, starting again with the most basic concept in order to analyze how successful your work has been is key.
The first step in analyzing your results of any direct mail campaign is to figure out how your company measures success, both overall and for a specific project. Below are different measurements companies may use to determine how well their campaign is doing.
- Profit / donations
- More customers / more donors
- Current customers/donors increasing spending/donations
- Long term customer/donor value
- Break even (allows a no cost approach)
- Absorb a loss in order to invest in new relationships
After determining how you measure success, take a look at target problems you have come across in the past and brainstorm ways to solve them for the future. What worked well and what didn’t? By identifying obstacles and road blocks from the past, you will be more prepared for the future.
Once you get the basics accomplished, the numbers speak for themselves.
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After a long hiatus from posting on YouTube, Rescigno’s Marketing Connections is back to bring you valuable information on all things Direct Mail and Marketing. We are introducing a new series of videos cleverly titled, “Do’s and Don’ts of Direct Mail.” These videos, which will come out twice a month, will feature money saving information for anyone interested in doing a direct mail campaign. Tips from professionals at Rescigno’s will help to ensure the success of your next mailing.
To view Rescigno’s Marketing Connection’s YouTube channel and to watch the most recent video, follow this link: http://bit.ly/HdXoIJ
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If you’re a nonprofit soliciting crucial donations, direct mail is, simply, a must. According to a recent report by software developer Blackbaud Inc., a large majority of non profit donors give through only one channel, and that preferred channel is mail.
Developed by Blackbaud’s Target Analytics company, the report finds that although multichannel giving has become a popular objective of non profits as a means of building constituent support, it is NOT widely practiced. The only donors who do significant multichannel giving are new donors acquired online. Large numbers of these donors switch to direct mail giving in subsequent years. This is the group of donors for which multichannel giving is crucial for garnering repeat gifts and realizing true long-term potential.
“The internet is becoming an increasingly important acquisition channel, but has not proven to be as effective for retention,” says Rob Harris, Target Analytics’ director of analytic products and a co-author of the study. “It is the ability of on-line acquired donors to use another channel-that is, to start giving through direct mail-that significantly boosts the long-term value of this group of donors.”
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To save the planet, if indeed, it does need saving, YOU can support sustainable resources. One way to do it is to recycle, reuse and repurpose what you generate daily. And paper is at the top of that list.
However, remember this: paper comes from wood, one of the truest natural resources AND it’s renewable! Did you know, in fact, that the pulp and paper industry replenishes more than it takes and ensures forest sustainability by planting 1.7 million trees every day? That’s way more than is harvested.
Think about this: nearly 60% of all paper in the U.S. is recycled. In comparison, less than 20% of U.S. electronic devices are recycled. So, are emails truly free to send? Don’t they have a business environmental cost? You bet they do!
Closing the deal: according to WebPageFX Weekly, Oct. 17, 2011 spam from emails is more than an annoyance. How much more? 1 spam email = emitting Green House Gases for every 3 feet that you drive and when multiplied by the 95 trillion spam emails sent in 2010it is like driving around the world twice.
Or let us put it to you in another way: annually 104 billion user hours go to reading and manually deleting spam – over 4,700 x the man hours spent building the Burj Khalifa – the tallest building in the world.
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While Valentine’s Day may be in our rear view mirrors, it’s never too late to show your donors you care:
1- Thank donors for the same things you asked them for. (If you asked them to feed a hungry child, don’t thank them for fighting poverty.)
2- Write and design your thanks with just as much passion and precision as you write your ask. More, if possible.
3- Have a newsletter, and make sure it’s all about the great things your donors are making possible.
4- Try not to have a “Hey, look at us ” brand. Build your brand around the concrete ways your your donors can change the world by giving to your organization.
5- Give your donors choices about how–how often and what type–you’ll communicate with them. And don’t wait for them to complain. Offer choices upfront.
6- Reach out to donors regularly, simply to thank them. Often, you may encounter cranky, disgruntled donors. Unfortunately, we less often see the positive signs of these donors.
7- Spread stories of donors who have especially poignant stories to relate. Don’t emphasize large gifts, rather stress those who gave in notable and sacrificial ways.
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