5 Things You Need to Know About Personalized URLs
4. The personalized T-shirt and bag are a great idea. How did you coordinate the production of the shirts to keep the costs down? Is that a service either speaker offers?
Goodman: To keep costs down, we gathered the names of all the T-shirt orders and then created five different set-ups of art work. To keep costs to a minimum, we grouped the names of the donors by size of the T-shirt. For example, if we had 20 names of donors who ordered large T-shirts, our baseline art had 50 names of real jazz legends, and then sprinkled 20 names of donors among those names and created one piece of artwork (or one artwork set up).
We then took all the people who ordered a medium T-shirt and used our baseline art of 50 jazz legend names and sprinkled in the names of all the medium T-shirt donors, etc. We then went to a regular T-shirt screen printer and printed our shirts with each of the different artwork set ups.
5. What was the dollar value of the sale? The reason for the question is related to the amount of perceived work and time that goes into each project.
Goodman: Since KCSM-FM is a non-profit, our goal was to increase the average order size (or gift amount) from the traditional $40 to $80. We are provided with an annual budget yearly. From that budget we create an annual DM plan, and then execute the plan throughout the year, which includes five to six unique direct mail packages. The budget includes all out-of-pocket costs and agency fees.
This particular project is a lot of work. However, it pays off in spades for our client: It increases the average donation size, increases the number of membership renewals and increases overall revenue into the station. Since it must put our contract up to bid every three years, the results we achieve help us retain this client ... and yes, they are profitable for us.