Direct Marketing Multiple Vendor Environment Presented by Arminta Watkins, Pendel Division
EPA Single Vendor
Segmentation performed by the vendor Appeals and strategies limited to those offered by single vendor Testing limited to vendor strategies and appeals
EPA Vendor 1Vendor 2Vendor 3Vendor 4Vendor 5Vendor 6
Segmentation performed by TSA Variety of appeals and strategies offered by multiple vendors Unlimited testing of strategies and appeals across multiple vendors
Improved acknowledgment process that increases bounce back income Cultivation & Stewardship program that improves donor retention
What a difference it makes!
Basic – Retention at or below industry standard Comprehensive – Retention above industry standard Prayer Request Card Custom Handwritten Notes ($1k+) Prayer Request Card Custom Handwritten Notes ($1k+ daily) Handwritten Notes ($250-$999 weekly) Milestones Recognition Miss You Cards (lapsed donors)
Donors respond to the brand first The message has to fit the need TSA has a variety of needs
Consultant ◦ Set cost per thousand ◦ Includes concept ◦ Includes design ◦ Includes testing ◦ Includes backend analysis Printer/Mail House ◦ Price based on cost of materials ◦ Excludes concept ◦ Excludes design ◦ Excludes testing ◦ Excludes analysis
Having the “right” tools to do the job Diversified options to meet our needs Spending donor dollars wisely Increased knowledge base
High Five to the Best Strategies or Packages
Goal: Increase Number of Donors Acquired New River Communication’s Brass CD Package 13,183 New Donors
Goal: Acquire Donors with High Average Gift Summit Marketing’s “Thank God” Appeal $42.75 Average Gift
Amergent’s Christmas Loyal Donor Appeal
YearGrossAverageDonorsResponse First$312,161$ % Second$338,021$83.364, % Third*$394,588$93.204, %
Grizzard’s “Yes! Fund” Appeal
SeasonGrossAverage GiftResponse Rate Winter$70,704$ % Summer$69,270$ %
TrueSense’s Quarterly Digital Plan
Cost: $8,500 Plan Includes: Creatives, Setup of Appeal Pages, Loading Addresses, Deployment of s, Analysis Time Frame: October through December Number of s: 13 Return on Investment: $80,733!!!!
New River Communications Thinks Outside the Box
YearGrossMailedDonorsCostNet%Avg.CRD 2014$96,22556,6642,550$33,191$63, %$37.74$ $166,27457,7583,343$35,123$131, %$49.74$0.21
Consumers win when vendors compete Competition -- Natural demand for excellence