We've all struggled to come up with the "New Workhorses" that will keep our acquisition programs humming along. But developing new control packages is becoming more difficult than ever. Maybe it's time to take a closer look at current champions, and analyze why and how they got that way. What they started out as, how they were refined, and what makes them the perennial and unbeatable winners they are. Presented by: Dennis Lonergan, Eidolon Communications Moira Kavanagh Crosby, MKDM Luke Franklin, ASPCA Krissy Conway, NPCA

1. Blockbuster Controls
(and how they got that way)
Dennis Lonergan, Eidolon Communications @eidolonnyc
Moira Kavanagh Crosby, MKDM @mkdm
Luke Franklin, ASPCA @aspca
Krissy Conway, NPCA @npca
#AtTheBridge

2. Blockbuster Ingredients

3. Blockbuster Ingredients
Offers
“Premia”
Impact
• visual
• emotional
• restrained
Action
Relevance
Message
Metrics

4. Blockbuster Offers

10. CTRAD: $.41
CTRAD: $.39
CTRAD: $.37
CTRAD $.31 

18. Blockbuster Premiums

27. Blockbuster Impact
(Emotional)

31. Blockbuster Visual
Impact

40. Blockbuster Visual
Restraint

46. Blockbuster Action

52. Blockbuster Relevance

61. Blockbuster Message

68. Reality Check

69. Reality Check
Smart Production

70. Reality Check
Audience Selection

71. Reality Check
Cost/Donor

72. Reality Check
Website Integration

74. ASPCA Voucher Package - Original
History
• Tested Jan 2007
• Rolled out as Co-
Control late 2007
• Initial tests showed
this package to
bring in a higher
average gift and
a higher response
rate.

75. History
• By Mid-2009, we began
testing different formats
as results started to
plateau
• This iteration tested
ASPCA animals
ASPCA Animal Voucher

76. History
• This iteration
tested Voucher
Offer w/ ASPCA
animals with a
slightly higher
ask string.
Feed Offer Voucher – Number of Animals

77. History
• This iteration
tested
Voucher Offer
w/ ASPCA
animals
Feed Offer Voucher – Length of Time

78. History
• This iteration
tested Sarah
McLachlan in the
creative.
• Each of these had
multiple
variations.
• Ultimately, Sarah
was the winning
package.
Sarah Voucher

79. ASPCA Voucher Package - Current
History
• In use since
early 2012
• 36 iterations
tested to reach
this point.
• Since January
2007, mailed
more than
55MM pieces.

80. Key Learnings
• Test each element that
makes cost-effective sense.
• Back Test to ensure you
don’t stray too far from
spirit of original package.
• All ideas are good ideas,
with budget in mind.
• Never stop testing a control.
• Ideal scenario is to be able
to rest packages as well.
• Test new packages as well.
ASPCA Voucher Package - Current

82. NPCA’s Mission – To Protect and Enhance America’s
National Park System for Present and Future
Generations

92. Moira Kavanagh Crosby
MKDM
mkdmc.com
#AtTheBridge
Dennis Lonergan
Eidolon Communications
eidolonnyc.com
Thank you!