Direct Mail Spotlight: Save the Children
The purpose of the self-mailer is to introduce the annuity program to previous donors and prospects over the age of 60. It is the first touchpoint in the program, and the call-to-action warrants a request for more information. For DiLeo, the triple postcard format seems to fit well with this effort. “It provides an easy response vehicle, and it also kind of forced us to keep the message very brief,” she says. After the U.S. Postal Service May 2007 rate increase, the format helped curb added postage costs, too. With the money saved in postage, DiLeo says the organization has been able to cast a wider net and target more of its database.
As a follow-up to this mailing, Save the Children sends responders a packet with a personalized illustration, an application, a disclosure statement and a copy of the annual report. Then it calls the prospect to confirm receipt of the materials and answer any questions. So far, the effort is bringing in a good response. “When you’re working up from practically zero, it seems like a terrific rate that we’re getting now,” says DiLeo, who notes that there also has been a jump in online traffic and telephone response.
DiLeo plans to keep future versions of this mailing in the same format. By repeating the mailing, she hopes the prospect will be engaged due to its familiarity. “We’re very strong right now on branding, so the colors, the logo, the positioning, the format, all of that will just make it recognizable,” she asserts. Repeated efforts may establish this piece as a new control. For now, Save the Children has established a new rule that self-mailers can become winners and “less is more” can be a direct mail compliment.