A 6" x 11-1/2" four-color postcard was used, with both sides personalized. The front featured the radio station in the corner card (Jazz 91.1 KCSM-FM) and then a trumpet blowing out famous jazz names like Freddy Hubbard and Miles Davis, music notes and, in larger type, the full name of the donor prospect.
On the back, descriptive copy, the t-shirt premium and the personalized URL (shown in two different places) is used. Copy is headlined by "Commercial-free jazz. It's got your name written all over it." This is followed by smaller copy, "Recognize any of the jazz legends on the flip side of this postcard? If so, you'll love listening ..."
After these two short paragraphs, the offer is made: "Make a donation of $80 or more by June 30, 2010 and we'll send you a t-shirt and honors .... We'll imprint your name on the back ..." Then it reads, "Order your personal KCSM-FM jazz t-shirt now at: [p-URL]"
Instead of sending targets to a generic landing page to make their donation and order their t-shirt, the marketer embedded the recipient's name in the URL.
In all, much less copy was used compared to the #10 package in 2008. "If you bog this down with copy, you will miss the key message: 'If you love jazz, support this station. Give us $80 bucks or more and get a t-shirt.' It's simple," describes Goodman.
Deployment and Results:
Mailed 23,500 pieces — about 8100 were past donors and the rest (15,400) were cold prospects. Roughly, 80 percent were local (from the greater San Francisco Bay Area).
Results were very positive. 232 unique hits to p-URLs, which is almost 1 percent. 188 click-thrus (which is 81 percent). 79 donations, 78 of which were over $80 per gift.