1. Don’t kill direct mail! A case study on why you need to keep it alive

2. Introductions and History

3. Discovering the Impressionists
Direct Mail History
Reliance on Special Exhibitions
Cezanne
Picasso/Renoir
Renoir/Capucci
Rembrandt/Van Gogh
Arcadia
Léger
Discovering the Impressionists

4. Direct Mail History Member Households
Rembrandt/
Van Gogh
Cezanne
Picasso/Renior
Renior/Capucci

5. Direct Mail History
Gift Attribution

6. Discovering the Impressionists
Direct Mail History
Reliance on Special Exhibitions
Cezanne
Picasso/Renoir
Renoir/Capucci
Rembrandt/Van Gogh
Arcadia
Léger
Discovering the Impressionists

7. Direct Mail History Member Households
Rembrandt/
Van Gogh
Renior/ Capucci
Cezanne
Picasso/Renior
Dancing Around the Bride: (Duchamp etc.)
Leger

8. Discovering the Impressionists
Direct Mail History
Reliance on Special Exhibitions
Cezanne
Picasso/Renoir
Renoir/Capucci
Rembrandt/Van Gogh
Arcadia
Léger
Discovering the Impressionists

9. Direct Mail History
Member Households

10. Packages Mailed

11. Packages Mailed

12. Packages Mailed
Jessie working on art JPEGS

13. Packages Mailed
Jessie working on art JPEGS

14. Integration Industry Benchmarks
Does it provide a lift to direct mail response rate?
Back-testing needed for some integrated efforts.
Attribution models and revenue balance across multi-touch initiatives.
Are we net-positive across efforts?
Matchback Results

15. Packages Mailed
Jessie working on art JPEGS

16. Integration Facebook Custom Audiences for Renewals
Facebook Custom Audiences for DM ACQ & Lapsed
Integrated Pre and Post- s
ACQ, Lapsed, and Upgrade
Full Scope Digital Advertising Campaign
Membership and Ticketing Ask
Conversion Series to Sweepstakes Names

17. Planning How to Measure Success

18. Direct Mail History
Response Tracking
Gift Attribution

19. Direct Mail History
Response Tracking
Gift Attribution

20. Direct Mail History NOW THEN Making the Case Gift Attribution
[to date]

21. Direct Mail Mid-Campaign Pre-Campaign Post-Campaign
Real-Time Gift Attribution
Mid-Campaign
Check constituent records for DM appeal during gift entry
Weekly in-house matchback
Post-Campaign
Final matchback against
New members
Ticket buyers
Pre-Campaign
Assign and import appeals/marketing codes to constituent records in DB
Set up weekly reporting template with comps

22. Acquisition & Lapsed Overall Results by Campaign
NOTE: September – the extending the date is about to go out and TM is going on right now.

23. Acquisition & Lapsed Overall Results by Campaign
NOTE: September – the extending the date is about to go out and TM is going on right now.

24. Acquisition & Lapsed Overall Results by Campaign
NOTE: September – the extending the date is about to go out and TM is going on right now.

25. Facebook Custom Audiences for Renewals
Goal:
Provide lift to renewal response
Results:
Low engagement metrics for FCA (0.73% CTR), and difficult to manage impression frequency.

26. Facebook Custom Audiences for DM ACQ & Lapsed
Goal:
Provide lift to DM ACQ & Lapsed campaigns
Test:
No Offer vs. 3 Months Free
June: Strong engagement metrics for Facebook (1.80% and 1.45% CTR for 3Mos and No Offer, respectively).
September: Not as strong engagement metrics for Facebook (0.90% and 0.88% CTR for 3Mos and No Offer, respectively); campaign will be live until 11/1/15.

27. Integrated Pre and Post-Emails
April ACQ & Lapsed Campaign
April Upgrade Campaign
Tests:
Subject Line First Name Inclusion
ACQ& Lapsed:
Engagement metrics were not as strong for this segment, however response rate was extremely high at 0.30%, well above industry average. Ultimately, 321 members for a total gross revenue of $38,305 was generated through the component of the campaign.
Upgrade:
Extremely strong engagement metrics, paired with low unsubscribe rate illustrates this is an extremely successful tactic. Ultimately, 29 members for a total gross revenue of $11,050 was generated through the component of the upgrade campaign (0.11% response rate).

28. Integrated Pre and Post-Emails
June ACQ & Lapsed Campaign
Tests:
Forward
No Offer vs. 3 Months Free
Engagement metrics were very strong indicating the likelihood of the response rate also being strong ( gifts were not individually tracked). Unsub rates were slightly elevated on these campaigns, so this is something to watch moving forward with prospect audiences.

29. Integrated Pre and Post-Emails
September ACQ & Lapsed Campaign
September Upgrade Campaign
Tests:
Forward
No Offer vs. 3 Months Free
Segment splits between Patron, Sponsor, Keystone, Sustainer
For both the Acquisition and Lapsed audiences, we have seen strong responses for all s. The Acquisition s have shown open rates around 18% and CTR’s around 3-4%. Additionally, we are seeing strong open rates around 21% for the Lapsed audience and CTR’s of 3-4%.
The Upgrade campaign metrics show strong responses from all segments for the Pre- and Post #1. Once the campaign has ended we will be able to measure a more in-depth success rate.

30. Full Scope Digital Advertising Campaign
Goals:
Test paid digital advertising as an acquisition channel for membership and ticketing
Collect learnings on institutional messaging vs. exhibition messaging
Collect learnings on membership vs. ticketing ask
Ultimately, the advertising campaign generated 220 gifts and $9,430 in gross revenue (60 gifts and $6,030 revenue and 160 gifts and $3,400 for membership and ticketing, respectively). This resulted in a 74.65% return on ad spend.

31. Email Conversion Series for Sweepstakes Names
Goals:
Convert newly acquired names
Collect learnings on ticketing ask vs. membership ask
Test
#3: 20% Off Tickets vs. 10% Off Membership
Overall, we saw a strong response across the sweepstakes s. Between the test in #3, we saw a stronger response from the tickets discount with 124 gifts and $2,480 in gross revenue. Although we didn’t have as strong of a response from the membership ask, 10 gifts and $1, in gross revenue were generated through the effort.

32. Email Benchmarks for Cultural Organizations
Forward looking – we are in the beginning stages of building something together. Laying foundation ?

33. 2016 and beyond!