The Case for Print in a New Media World. Ingrid Steiner The Castle Press

Transcription

1 The Case for Print in a New Media World Ingrid Steiner The Castle Press ingrid@castlepress.com

2 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

3 What you are dealing with 78% of all people read their mail over a trash can. USPS/DMA Survey

4 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

5 Nonprofit Direct Mail Expenditures (in millions) Social Services $2,666 Membership Organizations $2,414 Educational Institutions $497 Museums and Galleries $96

6 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%

7 What s in the Customer s Mail Stream Personal Mail Greeting Cards 2.7% Letters 0.7% Invitations 0.4%

8 What s in the Customer s Mail Stream 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%

9 Who is Using What? Nonprofit Education Direct Mail 91% 70% 50% 70% Internet Display 19% 30% Telephone 41% 15% Magazine Space 6% 15% Inserts 9% 10% 2010 DMA Response Rate Report

10 Media Effective on Nonprofit Contributions Direct Mail 59% Word of Mouth 41% Church/Worship 40% Telemarketing 21% Telethon 20% Internet 16% Infomercial 9%

11 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

12 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

13 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

14 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.

15 More reasons Print is believable and binding. Anyone with a PC and an opinion can publish on the web. 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.

16 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.

17 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

18 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.

19 Print bridges the gap between the real and digital worlds

20 Desired Outcomes Via Direct Mail Campaign 92% Donation 4% Sign Up for Free e-newsletter/custom publication 4% other Via Campaign 62% Donation 31% Visit to the website 8% Sign Up for Free e-newsletter/custom publication Via Telephone Campaign 91% Donation 9% Other 2010 DMA Response Rate Report

21 Do Not Mail Berkeley, CA The City Council considered a nonbinding 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.

22 Do Not Mail Lists DMAchoice.org Do-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 directly Adhere to the donor s/prospects wishes Internally tag people for do not mail

23 Targeting 1. Pre-Campaign testing 2. Test your message and lists on a segment of the total population 3. Develop Objectives 4. Analyzing your ROI in relation to your predetermined objectives 5. Ongoing Campaign Testing 6. Test the existing campaign against new messages, campaigns, and audiences 7. Keeping your lists clean

24 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

25 The importance of keeping your list clean

26 What it should contain Direct Mail should be Simple 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

27 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%

28 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

29 Secret to Success Create a schedule of all interactions, s, mailings, special events.

30 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 stream to in-home delivery

31 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.

32 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

33 Are they using it

34 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 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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38 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

39 A Success Story

40 Another Success Story

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43 Robert Morris University

44 RMU4You Site

45 Welcome Page

46 Survey Page

47 Update Profile

48 Thank You (Attending) Page

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51 Difficulties It is often difficult to get reliable, accurate information on planned giving donors, as between percent of all bequests are unknown to the charity until after the donor s death.

52 So You want to Target Test Conduct Focus Groups Ask your donors what they like and don t like

53 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.

54 Questions?