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Published byBernice Doyle Modified over 8 years ago
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Direct Marketing Multiple Vendor Environment Presented by Arminta Watkins, Pendel Division
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EPA Single Vendor
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Segmentation performed by the vendor Appeals and strategies limited to those offered by single vendor Testing limited to vendor strategies and appeals
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EPA Vendor 1Vendor 2Vendor 3Vendor 4Vendor 5Vendor 6
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Segmentation performed by TSA Variety of appeals and strategies offered by multiple vendors Unlimited testing of strategies and appeals across multiple vendors
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Improved acknowledgment process that increases bounce back income Cultivation & Stewardship program that improves donor retention
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What a difference it makes!
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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)
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Donors respond to the brand first The message has to fit the need TSA has a variety of needs
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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
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Having the “right” tools to do the job Diversified options to meet our needs Spending donor dollars wisely Increased knowledge base
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High Five to the Best Strategies or Packages
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Goal: Increase Number of Donors Acquired New River Communication’s Brass CD Package 13,183 New Donors
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Goal: Acquire Donors with High Average Gift Summit Marketing’s “Thank God” Appeal $42.75 Average Gift
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Amergent’s Christmas Loyal Donor Appeal
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YearGrossAverageDonorsResponse First$312,161$76.424.08524.98% Second$338,021$83.364,05521.34% Third*$394,588$93.204,23421.84%
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Grizzard’s “Yes! Fund” Appeal
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SeasonGrossAverage GiftResponse Rate Winter$70,704$38.935.72% Summer$69,270$36.865.42%
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TrueSense’s Quarterly Digital Plan
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Cost: $8,500 Plan Includes: Email Creatives, Setup of Appeal Pages, Loading Email Addresses, Deployment of Emails, Analysis Time Frame: October through December Number of Emails: 13 Return on Investment: $80,733!!!!
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New River Communications Thinks Outside the Box
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YearGrossMailedDonorsCostNet%Avg.CRD 2014$96,22556,6642,550$33,191$63,0344.50%$37.74$0.34 2015$166,27457,7583,343$35,123$131,1515.79%$49.74$0.21
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Consumers win when vendors compete Competition -- Natural demand for excellence
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