1. Women’s Aid- “Joanna” Best Acquisition & Best Copywriting An Post Direct Marketing Awards 2011 Margaret Martin, Women’s Aid & Damian O’Broin, Ask Direct
4. DRTV Face-to-Face Cold Mail Inserts Door Drops Too expensive Too expensive Intrusive / Dangerous Weaker in tests ✔
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7. Helpline Number 1800 341 900 Clear, tangible, early ask in standfirst Content warning Starts telling the story… Letter mentions “you”, “your” or “yourself” 11 times on first page.
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9. Data capture at top Helpline Number 1800 341 900 Prominent reference to €250 tax efficient giving level Repeat of call to action from Margaret
10. The Results… New donors recruited: 196 (30% ahead of target) (36% more than 2009) Average Gift: €141 (Increase of 67% on 2009) Net cost per acquisition: €0 (down from €121 in 2009)
