How To Get More For Your Money In Mail Surveys
A questionnaire with a cover letter stating that the purpose was to measure readership of 2 professional marketing journals was sent to a randomly selected sample of 1,000 subscribing practitioners from whom 288 usable replies were received. The undisclosed purpose of the research was to measure the participants’ response to manipulation of: 1. the level of personalization of the cover letter, 2. the kind of postage used on the outgoing envelope, and 3. the kind of postage used on the return envelope. The data showed that the most personal mailing (real stamp out and back and a handwritten cover letter) obtained almost 3 times the response rate, 44% to 17.5%, of the least personal mailing (nonprofit permit out, business reply back, and form letter). The 2nd-highest response, 38%, was achieved by the treatment with the most impersonal postage (permit outgoing and business reply) but accompanied by a handwritten cover letter. Using real postage out and back and a handwritten cover letter raised unit costs above the most economical point. About the same effect can be achieved with a form letter, bulk mail, and a real stamp on the reply envelope.
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Clark, Gary L.
Kaminski, Peter F.
Full text: [The Journal of Business & Industrial Marketing] Winter 1988
Outlook for Non-Profits
In a speech to the Direct Marketing Association, Jerry Huntzinger, chairman of fund-raising consultants Huntzinger, Jeffer and Van Groesbeck, warned that donor returns for nonprofit organizations will continue to decline unless: 1. donor lists are upgraded, 2. mailings are made more creative and personalized, and 3. lists are fully tested and validated. The costs of producing and mailing packages to prospective donors have increased dramatically, while returns have remained constant. Other factors contributing to the problem are: 1. oversaturation of the market, 2. a drop in public confidence in the integrity of nonprofits, and 3. donor burnout. Also, the improvements in direct mailing from technology over the last few years has peaked. Huntzinger feels that creative ideas in producing good fund-raising materials are the key to improving donor returns. The use of telemarketing will decline as consumers’ resistance to intrusion on their private lives mounts.
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Werner, Tom
Full text: [Target Marketing] Jan 1988
Cable TV & Direct Mail: A Powerful Duo
Local cable television advertising can be combined with direct mailing very effectively. These mailings can be directed to subscribers of the cable service, reaching a very specific audience with the impact of TV and the personalization of direct mail. Since neighborhoods wired for cable TV are in large part middle and upper middle class, the campaign can be directed at highly desirable customers who not only watch more TV, but watch more cable TV. Also, cable operators receive available time from advertising supported cable networks to sell locally. Such specific targeting is not available with broadcast TV. Since cable subscriber lists are not available for rental, a multimedia program must be handled by a specialized agency that has established relationships with local cable systems.
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Kweller, Robert
Full text: [Target Marketing] Jan 1988
CIFs pinpoint areas of sales potential
According to Donald R. Holton, vice president of marketing, Cragin Federal of Chicago is using relationship marketing in an attempt to make its services both more profitable and more personal. Holton believes that marketers need to dispel several myths about CIFs (Central information files), such as that a CIF is a research tool which can be used only by marketers. Cragin Federal recently used its CIF system for a direct mail campaign which resulted in virtually 100% new money.
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Anonymous
Full text: [Savings Institutions] Jan 1988
An evaluation of the characteristics of direct mail promotions to physicians
According to 1,130 questionnaires completed by physicians, identifying what appeals to doctors in direct mail pharmaceutical campaigns, familiarity with the product, information value, and illustrations were the leading important characteristics of direct mail pieces. Such research shows how to better gain access to this targeted audience.
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Brunner, James A.
Lim, Jeen-Su
Zallocco, Ron
Full text: [Journal of Direct Marketing] Jan 1988
The L150 Appointment
The amount of money it is worth spending to obtain a sales appointment must depend on the value of the potential order and the likelihood of securing it. Motorent (UK), a vehicle leasing and contract-hire firm, recently spent L150 per appointment and L81 per callback lead — and were pleased with the results. Motorent, along with its advertising agency, designed a campaign using direct mail and telephone marketing. A list of 1,200 names was drawn from the Market Location transport database, selected by: 1. fleet size (1-50 vehicles), 2. geographical area (south and west of Birmingham), and 3. contract hirer (60%) or fleet owner (40%). The prospective clients were sent a mailing consisting of a useful car care kit. Follow-up phone calls were successful in securing appointments from 12.7% of the contacts. Since a typical mixed 10-car contract could be worth more than L70,000 a year, the likely value of the contract is what makes the L150 price for an appointment acceptable to Motorent.
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Anonymous
Full text: [Industrial Marketing Digest] First Quarter 1988
Stamp Out Jumk Mail!
Instead of adopting the slick jargon that guides the Madison Avenue type of direct mail, it may be more profitable to follow the methods of fund-raisers who have been successful through the years. To develop a committed giver, rather than a one-time donor, the nonprofit organization should know some of the basic rules and regulations for direct mail fund-raising. For example, the case for an appeal must be presented in a way that outlines the validity of the program being promoted. Moreover, there must be an overwhelming reason for the prospect to support the suggested organization rather than one of the others currently flooding the marketplace. Next, the letter’s copy, the reply device, and the outside envelope must attract the prospect. In the letter, it is important to specifically ask for a gift and to tell the prospect exactly how much money is needed. The mailings need to be sent to people who are in the most likely position to donate and have demonstrated an interest in similar nonprofits. Lists of this sort are considered the prime donor lists and should form the nucleus of all the list selections made. Finally, consumer lists need to be carefully tested and selected only after a thorough examination of their profile.
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Enters, Carol
Full text: [Fund Raising Management] Jan 1988
Mass Mailing Is Dead, Long Live Direct Mail
In the late 1940s, direct mail made its mark on fund-raising. It was considered a novel and inexpensive way to reach many more potential donors. For the early mass mailers, the competition was scarce and the response was high. During the next 2 decades, developments in direct mail included: 1. the enhancement of population lists with socioeconomic data, 2. the introduction of the zip code, and 3. the replacement of the printed letter with the computer letter. Fund-raisers suddenly were able to isolate their best donors by using segmentation and testing. Furthermore, they were able to maintain donor histories on computers at a minimal cost and use the information in subsequent solicitations. In the 1970s, fund-raisers witnessed higher mailing costs and falling response rates due to increased competition. In response, mass mail gave way to targeted and personalized mailing techniques. Direct response programs also were improved by using other forms of media such as television and newsprint releases. Another advancement in the cooperative use of multimedia came about with the increased use of the telephone. By priming donor audiences for upcoming appeals, the telephone supported direct-mail campaigns. To define their various marketing segments, nonprofit marketers began to use market research. This segmentation allowed fund-raisers to better understand their market and attempt increasingly creative approaches.
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Groman, John E.
Full text: [Fund Raising Management] Jan 1988
Direct Mail That Works
To create successful direct-mail packages, it is essential to find an emotional reason for the donor to respond. Then, the mailing needs to be written and designed to be as simple, concrete, and memorable as possible. Everything included in the package, from the outside envelope to the reply slip, should stick closely to the appeal. The outside envelope should either offer a reward or stimulate curiosity. Some successful envelope devices include: 1. an unusual color, 2. notice of an enclosed premium, 3. a picture and the signature of a celebrity identified with the cause, and 4. commemorative stamps. A simple way to elicit larger gifts from small donors is to add a check-box and a line of copy suggesting the donation of an additional dollar or 2. Many fund-raisers encourage monthly pledging. The letter should begin with whatever idea is on the outside envelope. The letter’s primary objective is to be continually interesting. For the best response, needs should be made real and specific to the reader. The function of the reply slip is: 1. to get money or a pledge in return, 2. to identify the donor and amount clearly, and 3. to give a clear statement of the case in the package. Finally, a personal reply envelope eliminates the nonallocated mail problems that often afflict direct-mail efforts.
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Squires, Conrad
Full text: [Fund Raising Management] Jan 1988
Direct Mail Fund Raising: What If You Were Writing To You?
When sending a letter to a local business to inquire about future help with a community project, it is best to be specific concerning the benefits of the project to the community as well as to the business itself. Beginning the letter with “enclosed please find” is pompous and communicates little. Specifics outsell generalities, and therefore it is essential to describe the project fully. The letter may be the firm’s only opportunity to reach the potential prospect. Therefore, it needs to be personal. Moreover, a typewriter face should always be used for a fund-raising letter. Studies indicate that ragged right is more readable than flush right. In addition, the first line of paragraphs should be indented to enhance personalization. An important factor to remember when composing the fund-raising letter is that emotion outsells intellect, and that typewriting is more emotional than typesetting. Finally, the structure of the letter should be examined to ensure that it is not too formal. A stiffly formulated letter will result in a stiffly formulated response.
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Lewis, Herschell Gordon
Full text: [Fund Raising Management] Jan 1988
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