How Royal Mail support Charities DMIFG  26 th  March 2009 Chris Frow Mary Alcock Judith McLelland
Supporter Strategies Get More Supporters  Grow the  28 million  UK donors  Reduce the cost of doing  business Drive to web...
Many more ‘channels’… Sources: TGI, Ofcom, NMA, BARB 2007 125% 500+ 88% 59% 32% 66% 66% HOME  OWNERSHIP PEN Device pen. No...
The role of mail in the 21 st  Century
Overview of Mail in 21 st  Century
Mail in the 21 st  Century <ul><li>Mail consumers notice  </li></ul><ul><li>Busy mums </li></ul><ul><li>How mail acquires ...
Key Challenges identified by DMIFG <ul><li>Direct Mail is an expensive channel and is becoming less effective </li></ul><u...
Where does Royal Mail come in? <ul><li>New ways to enhance Direct Mail and Door to Door channels </li></ul><ul><li>Launch ...
e x pert data Royal Mail Delivering intelligent integrated marketing  Mary Alcock
A reminder of what we are about SME Our solutions are built around the four key stages of the  customer lifecycle . Our ab...
e x pert data Royal Mail Delivering intelligent integrated marketing   Data Consultants: Developing New supporter audience...
e x pert data Royal Mail Delivering intelligent integrated marketing  Door to Door
Door to door <ul><li>Before </li></ul><ul><ul><li>Profile of supporters to find MOSAIC profile </li></ul></ul><ul><ul><li>...
Penetration, Prospect & Potential (PPP) Ranking <ul><li>The PPP ranking is the most sophisticated ranking technique and wi...
Penetration, Prospect & Potential (PPP) Ranking
Royal Mail Door to Door data offer <ul><li>Charity Discount = following provided free </li></ul><ul><ul><li>Sector ranking...
e x pert data Royal Mail Delivering intelligent integrated marketing  Direct Mail
Over 50’s – a new segmentation <ul><li>Improvements in healthcare and living standards mean that people can look forward t...
Charity type by TGI lifestage Source: TGI Q4 2008
Top 10 sectors volume of mail in 2008
Solution <ul><li>Many companies tend to treat over 50’s as one mass market based on their biological age </li></ul><ul><li...
Visualising the Segments - affluence High Affluence Low Affluence High Affluence Age 50-64 Prime of Life Age 75+  Later Li...
Visualising Channel Preference High Affluence Low Affluence High Affluence Age 50-64 Prime of Life Age 75+  Later Life Age...
 
 
Royal Mail data offer for direct mail <ul><li>Profile your supporter base for just £500 and this returned if order made fo...
e x pert data Royal Mail Delivering intelligent integrated marketing  New Select Audiences: Life Begins at 50 ‘He Men’  He...
Sustainable Mail™ Chris Frow
Source: TGI 24,311 UK Adults &  21,356 Charity Givers 77.39% 84.17%
Background <ul><li>Currently less than 29% of direct mail materials are recycled by households - this accounts for 2% of h...
Background <ul><li>The use of direct mail as a marketing tool has also come under increased pressure </li></ul><ul><li>In ...
The future <ul><li>Royal Mail believes that all  mail can be sustainable </li></ul><ul><li>Mail that is created using sust...
PAS 2020 <ul><li>Royal Mail, along with ISBA, Acxiom, TPS and the DMA, have championed the development of a new industry s...
<ul><li>We want to be more sustainable, reduce our carbon footprint and help our customers to do the same </li></ul><ul><l...
Sustainable Mail™ objectives <ul><li>Help you achieve your sustainability goals </li></ul><ul><li>Reduce the environmental...
Benefits for you Good for your customers   - because it's easy to recycle and will help increase recycling levels to over ...
What is Sustainable Mail™ <ul><li>A  specification offering lower postal prices for direct mail that meets the newly devel...
<ul><li>Improving targeting </li></ul><ul><li>Where the data is not from a consent-based file, a documented procedure for ...
Meeting the Sustainable Mail™ Specification: Entry Level <ul><li>Sustainable resources and materials </li></ul><ul><li>All...
Meeting the Sustainable Mail™ Specification: Entry Level <ul><li>Sustainable resources and materials </li></ul><ul><li>All...
Meeting the Sustainable Mail™ Specification: Entry Level <ul><li>Recyclability </li></ul><ul><li>8.   All paper elements o...
Meeting the Sustainable Mail™ Specification: Intermediate Level <ul><li>Improving targeting </li></ul><ul><li>Customer and...
Meeting the Sustainable Mail™ Specification: Intermediate Level <ul><li>Sustainable resources and materials </li></ul><ul>...
How much is it ?
Royal Mail sustainable mail offer <ul><li>Like Mailsort, you can request Sustainable Mail via your account handler, who wi...
How offline and online work together Judith McLelland
Do charity supporters use the Internet ? Source : 15,749 Charity Givers Have you used the  Internet at home  or elsewhere ...
Source : 15,749 Charity Givers 84.2% Agree Direct Mail
DM can drive traffic directly to your website 2 in 3  people refer to mail when searching for a new product or service onl...
They relate to mail and  email differently Gives me better impression of the company More professional means of communicat...
Using this insight,  we’ve developed a  model to help integrate  DM and digital
Starting with the supporter journey… Acquisition Development Retention Winback When and where should mail and digital be u...
For mail and email… <ul><li>Cold Acquisition - when approaching supporters for the first time email is considered inapprop...
For mail and email… <ul><li>Email is perfect for confirmations eg, that a donation has been received or is being processed...
For mail and email… <ul><li>Mail is up to 8 times more likely than email to make supporters feel valued, although it does ...
 
MMC <ul><li>The latest fact, figures and consumer insights </li></ul><ul><li>Major research studies about how and why dire...
MMC portal run VT
<ul><li>mmc.co.uk </li></ul>
Media Consultant Support   <ul><li>Competitor mailing reviews </li></ul><ul><li>Creative reviews </li></ul><ul><li>Support...
Contact Judith McLelland - Media Consultant  07872 816011 [email_address] Mary Alcock - Data Consultant 07841 567761 [emai...
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Royal Mail Charities.Presentationv8

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Copy of presentaion given to DMIFG on 26/3/2009

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  • Royal Mail Charities.Presentationv8

    1. 1. How Royal Mail support Charities DMIFG 26 th March 2009 Chris Frow Mary Alcock Judith McLelland
    2. 2. Supporter Strategies Get More Supporters Grow the 28 million UK donors Reduce the cost of doing business Drive to web 55% confident web users like to be contacted by mail Get Donors to stay longer 9 % of customers leave due to a competitor 67% leave because of no contact Get Supporters to Donate more Increase the frequency of the median gift from £11.00 Marketing Activity
    3. 3. Many more ‘channels’… Sources: TGI, Ofcom, NMA, BARB 2007 125% 500+ 88% 59% 32% 66% 66% HOME OWNERSHIP PEN Device pen. No. OF CHANNELS Multi-channel PEN CONSUMER MAGAZINES SITES NO. OF COMMERCIAL STATIONS NO. OF SCREENS Broadband Pen GAME CONSOLE PEN INTERNET 1985 <1% 4 - 1763 32,500 49 1251 - - 15 - TELEVISION PRESS OUTDOOR RADIO CINEMA COMPUTERS YEAR 1999 40% 76 34% 2672 100,000 222 2600 0% 22% 29% 29% 65% MULTI SET HOMES 39% 57% NATIONAL NEWSPAPERS 18 19 Media choice 1985 - 2007 244,000 8300 3400 276 22 Mobile
    4. 4. The role of mail in the 21 st Century
    5. 5. Overview of Mail in 21 st Century
    6. 6. Mail in the 21 st Century <ul><li>Mail consumers notice </li></ul><ul><li>Busy mums </li></ul><ul><li>How mail acquires customers </li></ul><ul><li>How mail organises people </li></ul><ul><li>Young adults </li></ul><ul><li>How mail is consumed </li></ul><ul><li>How mail complements on-line </li></ul>
    7. 7. Key Challenges identified by DMIFG <ul><li>Direct Mail is an expensive channel and is becoming less effective </li></ul><ul><li>Recruitment of committed givers is proving harder than ever </li></ul><ul><li>How to get the best out of offline and online media </li></ul>
    8. 8. Where does Royal Mail come in? <ul><li>New ways to enhance Direct Mail and Door to Door channels </li></ul><ul><li>Launch of Sustainable Mail TM </li></ul><ul><li>Extensive Direct Mail research centre </li></ul><ul><li>Media and Data consultancy </li></ul>
    9. 9. e x pert data Royal Mail Delivering intelligent integrated marketing Mary Alcock
    10. 10. A reminder of what we are about SME Our solutions are built around the four key stages of the customer lifecycle . Our ability to tailor these solutions to the customer needs and their market, ensures a consistent return on client investment.
    11. 11. e x pert data Royal Mail Delivering intelligent integrated marketing Data Consultants: Developing New supporter audiences Supporter Journey Mapping Maximising your DM return Managing suppressions
    12. 12. e x pert data Royal Mail Delivering intelligent integrated marketing Door to Door
    13. 13. Door to door <ul><li>Before </li></ul><ul><ul><li>Profile of supporters to find MOSAIC profile </li></ul></ul><ul><ul><li>MOSAIC profiling of postal sectors </li></ul></ul><ul><ul><li>Overlays of TV regions etc </li></ul></ul><ul><ul><li>Select postal sectors with best match against supporter profile </li></ul></ul><ul><li>Now </li></ul><ul><ul><li>TGI profiling available </li></ul></ul><ul><ul><li>Microvision and CAMEO software in addition to MOSAIC </li></ul></ul><ul><ul><li>Penetration, Prospect and Potential (PPP) ranking </li></ul></ul>
    14. 14. Penetration, Prospect & Potential (PPP) Ranking <ul><li>The PPP ranking is the most sophisticated ranking technique and will enable you to look at three factors: </li></ul><ul><li>How well you are penetrating certain postal sectors by the number of households you have as existing supporters </li></ul><ul><li>How well a postal sector matches the profile of your supporters </li></ul><ul><li>Which postal sectors offer the greatest prospect potential, based on a combination of the above factors. </li></ul><ul><li>This ranking methodology is ideal for clients with a large supporter base. </li></ul>
    15. 15. Penetration, Prospect & Potential (PPP) Ranking
    16. 16. Royal Mail Door to Door data offer <ul><li>Charity Discount = following provided free </li></ul><ul><ul><li>Sector ranking reports using Mosaic or Cameo, including Cameo Income, Cameo Financial and Cameo Investor </li></ul></ul><ul><ul><li>Profiling of your existing supporter database </li></ul></ul><ul><li>PPP profiling for £750 and from £750 - £1,500 to do the sector ranking report </li></ul>
    17. 17. e x pert data Royal Mail Delivering intelligent integrated marketing Direct Mail
    18. 18. Over 50’s – a new segmentation <ul><li>Improvements in healthcare and living standards mean that people can look forward to many years of healthy, active life until they are well into old age </li></ul><ul><li>The over 50’s represent 40% of the total adult population in Britain (17m) </li></ul><ul><li>By 2011, there will be 21.3m over 50’s – increasing at twice the rate of all adults </li></ul><ul><li>This group of people have wide-ranging wants, capabilities, desires and wealth who will respond differently to marketing approaches </li></ul>premier.mint e l.com
    19. 19. Charity type by TGI lifestage Source: TGI Q4 2008
    20. 20. Top 10 sectors volume of mail in 2008
    21. 21. Solution <ul><li>Many companies tend to treat over 50’s as one mass market based on their biological age </li></ul><ul><li>Royal Mail has brought together many different variables to identify ‘Life Begins at 50’ - 21 segments in this age range who have personal, household, wealth and geo-demographic characteristics and different preferences in the way they do business and their hobbies </li></ul><ul><li>You can use these segments to differentiate your approach, channel and message to maximise ROI </li></ul>
    22. 22. Visualising the Segments - affluence High Affluence Low Affluence High Affluence Age 50-64 Prime of Life Age 75+ Later Life Age 65-74 Retirement Years Shows nearest neighbour Self Sufficient Solos Prosperous Pensioners Elderly Comforts Family Fortunes Wealthy Empty Nesters Accomplished Families Educated Elders Diligent Duos Thrifty Twosomes Single Minds Comfortable Couples Family Values Cosy Companions Lone Souls Penniless Pensioners Pound-stretching Pairs Growing Old Together Credit Hungry Families Hard-up Households Scrimping Singles Struggling Alone Comfortable Poor Charmed
    23. 23. Visualising Channel Preference High Affluence Low Affluence High Affluence Age 50-64 Prime of Life Age 75+ Later Life Age 65-74 Retirement Years Shows nearest neighbour Online/Phone Phone Face to Face Indifferent Self Sufficient Solos Prosperous Pensioners Elderly Comforts Family Fortunes Wealthy Empty Nesters Accomplished Families Educated Elders Diligent Duos Thrifty Twosomes Single Minds Comfortable Couples Family Values Cosy Companions Lone Souls Penniless Pensioners Pound-stretching Pairs Growing Old Together Credit Hungry Families Hard-up Households Scrimping Singles Struggling Alone
    24. 26. Royal Mail data offer for direct mail <ul><li>Profile your supporter base for just £500 and this returned if order made for 30k+ names </li></ul><ul><li>Charity Discount on standard list rental rate = 10% </li></ul>
    25. 27. e x pert data Royal Mail Delivering intelligent integrated marketing New Select Audiences: Life Begins at 50 ‘He Men’ Heidi’s Busy Mums Mass Affluence Young Attainers
    26. 28. Sustainable Mail™ Chris Frow
    27. 29. Source: TGI 24,311 UK Adults & 21,356 Charity Givers 77.39% 84.17%
    28. 30. Background <ul><li>Currently less than 29% of direct mail materials are recycled by households - this accounts for 2% of household landfill* </li></ul><ul><li>DEFRA has set a 55% recyclable target for 2009 and 70% by 2013 </li></ul><ul><li>Failure to hit these targets could result in Government intervention </li></ul><ul><li>Options being considered include legislation for a landfill tax on mail or a compulsory opt-in for DM </li></ul>*Source: DEFRA, 2005
    29. 31. Background <ul><li>The use of direct mail as a marketing tool has also come under increased pressure </li></ul><ul><li>In a recent customer survey 60% of respondents believed that mail advertising had a negative environmental impact, compared with 23% for newspaper advertising* </li></ul><ul><li>Yet direct mail only accounts for 2% of landfill compared to newspapers’ 9%** </li></ul><ul><li>Source: *GfK NOP, 2008 **Defra, 2007 </li></ul>
    30. 32. The future <ul><li>Royal Mail believes that all mail can be sustainable </li></ul><ul><li>Mail that is created using sustainable resources and materials and can be easily recycled </li></ul><ul><li>Our initial focus has been on defining sustainable mail for direct mail </li></ul>
    31. 33. PAS 2020 <ul><li>Royal Mail, along with ISBA, Acxiom, TPS and the DMA, have championed the development of a new industry standard (PAS 2020) for improving the environmental performance of direct marketing with the BSI and government </li></ul><ul><li>PAS 2020 is a tool for establishing environmental objectives that can be used by advertisers to demonstrate a commitment to responsible DM practices </li></ul>
    32. 34. <ul><li>We want to be more sustainable, reduce our carbon footprint and help our customers to do the same </li></ul><ul><li>We will be developing solutions, services and information to help our customers achieve their sustainability goals </li></ul><ul><li>Sustainable Mail™ is our first solution and rewards companies for improving the environmental performance of their mailings </li></ul><ul><li>Committing to recycling, sustainability and mail targeting through Sustainable Mail™ makes sense both from a financial and an environmental perspective </li></ul>What we’re doing
    33. 35. Sustainable Mail™ objectives <ul><li>Help you achieve your sustainability goals </li></ul><ul><li>Reduce the environmental impact of your mail </li></ul><ul><li>Secure the future of mail as an advertising media </li></ul><ul><li>Hep you to increase the use of sustainable resources & materials </li></ul><ul><li>Help you to reduce the amount of mail in the waste stream </li></ul>
    34. 36. Benefits for you Good for your customers - because it's easy to recycle and will help increase recycling levels to over 80% Good for the environment - because it supports sustainable practices reduces landfill, and reduces the environmental impact of Direct Mail Good for your brand - because over 60% of recipients will consider your brand more responsible Good for your postal costs – because it offers lower postal prices to help offset any additional costs associated with an environmentally-friendly approach Good for PAS2020 – because it’s aligned directly to the new standard, it can support you in your journey towards PAS2020 certification
    35. 37. What is Sustainable Mail™ <ul><li>A specification offering lower postal prices for direct mail that meets the newly developed environmental standards (ie PAS2020 ) </li></ul><ul><li>Available on Mailsort® (letter and large letter) from 6 April 2009* </li></ul><ul><li>Offered at two levels available - entry and intermediate </li></ul><ul><li>Rewards you with lower postal prices compared to standard Mailsort, 2% lower for Entry level and up to 4.7% lower for Intermediate level </li></ul><ul><li>Available on direct mail campaigns (first box on questionnaire) </li></ul><ul><li>* subject to the outcome of PostComm’s consultation </li></ul>
    36. 38. <ul><li>Improving targeting </li></ul><ul><li>Where the data is not from a consent-based file, a documented procedure for suppressing customer and prospect data against the Mail Preference Service (MPS), including MPS deceased, must be in place and files checked 30 days or less before the item that uses the data is delivered to the recipient. Onsite visit to undertake data health-check </li></ul><ul><li>2. Keep and maintain an internal suppression file to ensure that customers and prospects who request to opt out of your mailings are properly logged and check this data 30 days or less before the item that uses the data is delivered to the recipient. Onsite visit to undertake data health-check </li></ul><ul><li>Ensure all items are fully and accurately addressed and postcoded in accordance with Royal Mail’s Postcode Address File (PAF®) and to the levels determined in the Mailsort User Guide. </li></ul><ul><ul><li>Address Accuracy listed on CPR / line list. May also include onsite visit to undertake data health-check </li></ul></ul>Meeting the Sustainable Mail™ Specification: Entry Level
    37. 39. Meeting the Sustainable Mail™ Specification: Entry Level <ul><li>Sustainable resources and materials </li></ul><ul><li>All paper products used must contain recycled fibre from recovered waste paper and/or virgin fibre sourced under a certified chain of custody conforming to a certification scheme approved by the Defra funded Central Point of Expertise on Timber Procurement (CPET). Declaration, certificate or invoice from supplier confirming adherence to criteria above. Eg FSC certification </li></ul><ul><li>All paper products must be produced using non-chlorinating bleaching methods: Elemental Chlorine Free (ECF), Processed Chlorine Free (PCF) and Total Chlorine Free (TCF) including oxidizing and reductive bleaching. </li></ul><ul><li>Declaration, certificate of invoice from supplier confirming adherence to criteria above </li></ul>
    38. 40. Meeting the Sustainable Mail™ Specification: Entry Level <ul><li>Sustainable resources and materials </li></ul><ul><li>All paper products used in the mailing must be sourced from paper mills that operate an environmental management system conforming to BS EN ISO 14001 and/or the Eco-Management and Audit Scheme (EMAS) </li></ul><ul><li>Certification from paper mill </li></ul><ul><li>7. Printers, mailing houses or in-house mailing facilities used to produce the mailing must have: </li></ul><ul><ul><li>a. A documented commitment to environmental management and baseline for environmental performance; </li></ul></ul><ul><ul><li>Identified appropriate environmental legislation and other environmental requirements (e.g. standards, codes of practice and/or guidance) and have controls in place to ensure compliance to them </li></ul></ul><ul><ul><li>Developed environmental objectives, targets and programmes. </li></ul></ul><ul><ul><li>Environmental management policy which incorporates elements above </li></ul></ul>
    39. 41. Meeting the Sustainable Mail™ Specification: Entry Level <ul><li>Recyclability </li></ul><ul><li>8. All paper elements of the mailing, including window and padded envelopes, must be recyclable. </li></ul><ul><li>9. No brown paper or brown paper envelopes (including manilla). </li></ul><ul><li>10. No plastic envelopes (including polywrap). </li></ul><ul><li>11. No laminate finishes must be used in the mailing. </li></ul><ul><li>The item must have less than 90% ink coverage. </li></ul><ul><li>Declaration, report from supplier (eg creative agency/ printer) indicating ink coverage percentage. NB PAS 2020 provides further guidance on ink coverage and software available to check percentage </li></ul><ul><li>13. All items must display a statement and/or logo (such as Recycle Now) on the outside of the mailing that encourages the recipient to recycle it. </li></ul>
    40. 42. Meeting the Sustainable Mail™ Specification: Intermediate Level <ul><li>Improving targeting </li></ul><ul><li>Customer and prospect data used in a mailing must be checked against one or more commercially available deceased and gone away suppression file (including business gone away suppression files) 30 days or less before the item that uses the data is delivered to the recipient. Onsite visit to undertake data health-check </li></ul><ul><li>15. Each item must clearly incorporate information as to how the addressee can register to unsubscribe preference options relating to any or all of the sender’s legal entity brands and/or products for a period of one year. </li></ul><ul><li>Any items returned from previous mailings as deceased, gone away or requesting opt-out must be recorded and removed from future mailing lists within 3 months of receipt. Onsite visit to undertake data health-check </li></ul><ul><li>Ensure at least 95% of items are fully and accurately addressed and postcoded in accordance with Royal Mail’s Postcode Address File.Address Accuracy listed on CPR / line list. May also include onsite visit to undertake data health-check </li></ul>
    41. 43. Meeting the Sustainable Mail™ Specification: Intermediate Level <ul><li>Sustainable resources and materials </li></ul><ul><li>All printers, mailing houses or in-house mailing facilities used to produce your mailing must have an environmental management system conforming to BS EN ISO 14001. </li></ul><ul><li>Copy of ISO certification for printer / mailing house/ in-house mailing facility </li></ul><ul><li>Recyclability </li></ul><ul><li>No ultraviolet varnish finishes must be used in the mailing </li></ul><ul><li>Declaration, certification confirming adherence to criteria above – eg printer </li></ul><ul><li>No use of rubber-based adhesives. </li></ul><ul><li>Declaration, certification confirming adherence to criteria above- eg printer, envelope manufacturer, </li></ul>
    42. 44. How much is it ?
    43. 45. Royal Mail sustainable mail offer <ul><li>Like Mailsort, you can request Sustainable Mail via your account handler, who will support you through the set-up process </li></ul><ul><li>We have a short questionnaire for you to complete and return to us today so that you can see how many of the criteria you already meet. </li></ul>
    44. 46. How offline and online work together Judith McLelland
    45. 47. Do charity supporters use the Internet ? Source : 15,749 Charity Givers Have you used the Internet at home or elsewhere in the last 12 months ? 77% WWF 95% Sport Relief 81% Shelter 76% Save The Children 73% RSPCA 83% Oxfam 80% NSPCC 75% Macmillan/Cancer Relief 90% Comic Relief 84% Children in Need 78% Cancer Research UK 70% British Red Cross 72% British Heart Foundation 66% Age Concern 76% All UK Adults
    46. 48. Source : 15,749 Charity Givers 84.2% Agree Direct Mail
    47. 49. DM can drive traffic directly to your website 2 in 3 people refer to mail when searching for a new product or service online 70% of consumers refer to the URL provided in mail when searching online This works to minimise dependence on Search and decreases the chances of users visiting competitors first Refer to postal information when searching for a new product/service online Refer to a letter, brochure or leaflet when searching for a particular company online Sample: 802 16-64 M&F
    48. 50. They relate to mail and email differently Gives me better impression of the company More professional means of communication Easy to take in information Likely to really grab my attention I’m likely to spend a lot of time reading it It makes me feel more valued I am more likely to do something as a result Appropriate if I’m not already a customer I enjoy receiving and reading it Better for sending reminders More appropriate if a customer already Easy to file so I can go back to it later Better for confirmation / follow-up messages Easier to respond to Better at communicating brief messages Better for the environment Direct Mail % E-Mail % Source: Quadrangle DM & Email 2007 DM & Online 2007 <ul><li>DM & Digital </li></ul>
    49. 51. Using this insight, we’ve developed a model to help integrate DM and digital
    50. 52. Starting with the supporter journey… Acquisition Development Retention Winback When and where should mail and digital be used along the supporter journey? <ul><li>Generating prospects </li></ul><ul><li>Enquirer conversion process </li></ul><ul><li>Previous enquirer model </li></ul><ul><li>Previous supporter model </li></ul><ul><li>Welcome phase </li></ul><ul><li>Second donation </li></ul><ul><li>Getting to know you </li></ul><ul><li>Up/x-sell models </li></ul><ul><li>Staying in touch </li></ul><ul><li>Managing problems </li></ul>
    51. 53. For mail and email… <ul><li>Cold Acquisition - when approaching supporters for the first time email is considered inappropriate </li></ul><ul><li>Spam is a growing problem </li></ul><ul><li>60% have started ignoring email </li></ul><ul><li>Consumers consider mail more appropriate for carrying detailed and important information on brands </li></ul><ul><li>Email does have an important role to play in the acquisition process – particularly around follow-up activity e.g converting enquirers </li></ul><ul><li>Acquisition </li></ul><ul><li>Generating prospects </li></ul><ul><li>Enquirer conversion process </li></ul><ul><li>Previous enquirer model </li></ul><ul><li>DM & Digital </li></ul>
    52. 54. For mail and email… <ul><li>Email is perfect for confirmations eg, that a donation has been received or is being processed </li></ul><ul><li>Mail is also valuable to supporters at this stage in the journey for thanking and welcoming, encouraging future business </li></ul><ul><li>Getting to know supporters is key – including their channel preference </li></ul><ul><li>Surveys can be conducted via mail and/or email </li></ul><ul><li>Development </li></ul><ul><li>Welcome phase </li></ul><ul><li>Second donation </li></ul><ul><li>Getting to know you </li></ul><ul><li>Up/x-sell models </li></ul><ul><li>DM & Digital </li></ul>
    53. 55. For mail and email… <ul><li>Mail is up to 8 times more likely than email to make supporters feel valued, although it does cost more </li></ul><ul><li>A segmented approach to supporter communication is appropriate – not only based on channel preference but also profitability and potential </li></ul><ul><li>Arguably both email and mail should be used to handle complaints </li></ul><ul><li>Email provides an opportunity to confirm receipt/ explain the complaints handling process without delay </li></ul><ul><li>Mail is perhaps more appropriate for more important/sensitive messaging </li></ul><ul><li>Retention </li></ul><ul><li>Staying in touch </li></ul><ul><li>Managing problems </li></ul><ul><li>DM & Digital </li></ul>
    54. 57. MMC <ul><li>The latest fact, figures and consumer insights </li></ul><ul><li>Major research studies about how and why direct mail works </li></ul><ul><li>Expert advice and thought leadership </li></ul><ul><li>Extensive library of case studies showing successful international campaigns </li></ul><ul><li>Examples of some of the best direct mail and cross channel creative </li></ul><ul><li>Downloadable video clips, data charts and quotes for your presentations </li></ul><ul><li>Access to Royal Mail Media Consultants </li></ul>mmc.co.uk
    55. 58. MMC portal run VT
    56. 59. <ul><li>mmc.co.uk </li></ul>
    57. 60. Media Consultant Support <ul><li>Competitor mailing reviews </li></ul><ul><li>Creative reviews </li></ul><ul><li>Supporter journey workshops </li></ul><ul><li>Access to Charity Insight and Research </li></ul>
    58. 61. Contact Judith McLelland - Media Consultant 07872 816011 [email_address] Mary Alcock - Data Consultant 07841 567761 [email_address] Chris Frow - Media Consultant 07702 161790 [email_address]

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