When a control mailing has been in the mail for three years or more, it's worth looking closely at this "Grand Control" to see why it succeeds in making money or, for a nonprofit, in attracting donors. Paul Bobnak, DMIQ Research Director and Who's Mailing What! Archivist, breaks down a membership acquisition effort from the…
Visual storytelling is a great way to clearly and concisely illustrate your campaign's purpose to an audience while simultaneously personalizing your brand. Multimedia campaigns with compelling video are more likely to attract customers or investors. However, producing, editing and simply posting the video on YouTube is not the most effective way to transform your viewers into customers.
I've been on the receiving end of a charity's efforts, and it hasn't ended well. In fact, a charity with which I have a great deal of affection has upset me. Not only have they written to me with a string of appalling DMs (for which there is surely no excuse), but this must mean that there is no way they are raising the amounts they should be for their great work. I will keep this all anonymous, and I tell this story only so others learn from how not to do it
Russ Reid, a direct marketing guru and founder of the agency that bears his name, died on Saturday in his Sierra Madre, Calif., home. According to Russ Reid Chairman Tom Harrison, he had been suffering from Parkinson’s Disease, but the cause of death was pneumonia. Reid was 82. “He was a giant in this industry,” said Harrison. “He basically invented a lot of aspects of direct response.” Reid founded his Pasadena, Calif.-based company in 1964. He retired in 2001, but remained interested in and involved with the agency
Fundraising Controls in 2013* Special Olympics International Vietnam Veterans of America The American Society for the Prevention of Cruelty to Animals Macular Degeneration Research Paralyzed Veterans of America Public Citizen Wounded Warrior Project American Civil Rights Union The Arthritis Foundation National Breast Cancer Research Center *Repeat mail recorded from 1/13 to 6/13 in Who's Mailing…
Google put itself in the role of fundraising and missing person effort curator after Typhoon Yolanda hit the Philippines on Nov. 8. Google's typhoon page is home to a constantly updated map providing information about shelters, relief centers and other places that will be of help to victims. … Google links to organizations such as the Red Cross that are accepting donations to help with the relief effort. … This is far from the first time Google has stepped in to lend a hand following a natural disaster, and just recently the company donated 17,000 Nexus 7s to Hurricane Sandy communities.
Most people think of how, when and where to start an integrated marketing communications effort. I think looking for the end of the program is a better plan. Carefully and clearly define your goals and objectives; look to what tool or tools allow the donor to most easily and effectively provide a gift; and then support that desired end with a powerful, strong and effective beginning. If you cannot solicit a gift, determine what end-of-project media allow you to maintain the dialogue and engagement you started, allowing you to ask the “give” question once again
Register for this free webinar to learn from the direct mail trends and practices that are sweeping the industry ... many of which will result in boosting your direct mail response. All of this latest marketing intelligence will come from the most extensive database of direct mail in the world.
Listen to "Siskel" (Paul Bobnak, Archivist at Who's Mailing What!), and "Ebert" (Ethan Boldt, Chief Content Officer of Direct Marketing IQ) present the relevant trends and practices that they've spotted in Who's Mailing What! They'll give a joint 'thumbs up' for stand-out direct mail campaigns in which certain tactics are becoming a 'best practice.' They'll also debate about particular creative trends that may or may not be the right marketing move. You get to be the judge if your company or organization should test and deploy these trends and techniques in your future campaigns.
Here is some of what will be covered in the fast-moving 45 minutes:
- The innovative direct mail formats that drive response vs. the "all-show-and-no-go" variety
- Examples of superb personalization along with non-personalized mail that still manages to be relevant
- The premiums and freemiums that are trending upwards, and how to position these gifts to generate response
- Striking examples of direct mail design that get prospects to open the envelope
- Select "Grand Controls," or über-successful mailings that have been mailed for over three years and are worth studying in depth
- The great "copy drivers" on outer envelopes as well in letters and reply devices that get prospects to act
Sponsored by Who's Mailing What!
Click here to view this free webinar, today!
Last year, one of his brothers began a Facebook page called “Rob Laymon Lifestyle” to both mock and celebrate the special strain of strange that is Rob Laymon. ... Watching this all unfold, I believe Rob’s family could actually have raised some money with that page. Lesson: If you want to engage people, you must be engaging. And you must be genuine. If you speak from the heart about a cause that resonates with you, people will respond.
The fight among fundraisers for donor dollars is real, especially among cancer charities that take many different routes to getting attention and then gifts from prospects. Take Susan G. Komen for the Cure and Memorial Sloan-Kettering Cancer Center, for example, and two of their prominent direct mail "controls."