Home of the third largest jazz collection in the world, the public radio station KCSM-FM was in dire shape a few years ago. It was deep in the red and averaging only $40 gifts per donor.
By most accounts, their direct mail program was lackluster. So in 2008, the radio station hired a new direct marketing agency, Goodman Marketing Partners (GMP), to overhaul their direct mail. That year, they launched a new campaign that featured a #10 package with a personalized t-shirt premium to their existing or past donors.
It did gangbusters, with an 8 percent response rate.
Then in 2009 they changed the offer from a t-shirt to a tote bag, which was still personalized with a jazz image like before. So, same campaign idea but a different premium ... and it bombed.
This year, they returned to a t-shirt premium campaign, but with a twist: A postcard format with a personalized URL. As Carolyn Goodman, president and creative director of GMP, said, "Now that personalized URLs have traction and we've seen them work for other clients, let's give a p-URL a try."
Put the new direct mail campaign back on track, and hopefully return to 2008 donation levels.
Reduce the cost of the package by using a postcard, yet utilize personalization as well as a personalized URL to boost campaign results.
Capitalized on audience development efforts (which included a Facebook profile for the station to drive people to KCSFM page).
Increase the size of the list by going after cold prospects.
Up the donor ask to $80 in order to receive premium.
Help put the radio station in the black for the first time.
Creative and Design:
Piggybacking on the successful personalization efforts of the 2008 campaign, GMP again designed a new free Jazz t-shirt (with minimum donation) but this time decided to complement the personalized t-shirt with a p-URL.