The document discusses overcoming funding cuts in the arts sector through individual giving. It states that funding from trusts, foundations, and corporations is declining due to austerity cuts and increased competition. Telephone campaigns are identified as the best method for individual giving in the arts sector because they allow for personal conversations that build strong relationships and generate high donor acquisition and retention rates, including 50% of donors becoming monthly donors. The document recommends that arts organizations partner with Buffalo Fundraising Consultants, who have significant experience running successful telephone campaigns for arts charities.
25 Ways to Kick Start your Cross-Channel Fundraisinghjc
The document discusses 25 ways to kick start cross-channel fundraising. Some key points include:
- Cross-channel fundraising uses multiple channels like online, direct mail, phone to raise more money and build donor relationships.
- Different age groups prefer different channels, so an integrated approach is important.
- Testing showed coordinating direct mail and email increased donations. Using catalogs online and in direct mail also increased returns.
- Phone calls to thank and ask for referrals from online donors increased conversion rates.
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
This document summarizes research into the private life of mail. It discusses how mail is handled and interacted with in the home over extended periods of time. Mail elicits emotional responses through its tactile qualities and creates memorable impressions. Research found mail drives successful return on investment for companies and enhances the impact of integrated marketing campaigns. A case study on the Salvation Army showed how increasing mail volumes grew new donors by 262% and fundraising totals. In conclusion, mail brings brands directly into consumers' lives and homes in impactful ways.
The Private Life of Mail - Methodology and the making of the story - January ...Royal Mail MarketReach
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
Mail and email each have strengths that can be leveraged when used together in a planned, complementary way. Mail is better suited for communications that require time and attention or that aim to demonstrate value to customers. It grabs attention and leads to interactions. Email is best for quick updates, confirmations, and eliciting fast responses. Using the two channels together builds on their respective strengths and allows for more effective direct communications.
At Royal Mail we’ve always believed in using the power of 1 to 1 communications to build customer relationships.
However, technology has transformed marketing communications. The development of email and the rapid adoption of smartphones and tablets have changed the way
we connect with customers forever. When you want to talk to customers directly you now have many different tools at your disposal and that’s a good thing.
So we’ve conducted extensive research to find out how customers prefer businesses to talk to them. You have this research in front of you and we think the results are fascinating.
It shows that the core strengths of mail have endured and in some cases grown even stronger, often by driving customers online. Mail is still opened, still valued, still kept and still drives response. Digital has transformed marketing but it hasn’t replaced mail for one simple reason. Customers don’t want it to.
Customers are very clear about what they prefer to receive by mail. They prefer to receive items of substance that they can spend time with and keep. Equally, there are some communications like quick updates that customers prefer to receive via email.
So, complementarity pays. A recent meta-analysis by Peter Field on the IPA Databank reveals that 27% more of the campaigns which delivered high sales performance included mail than did not.
He also looked at campaigns which drove high acquisition levels. And 40% more of these included mail than those that didn’t. Campaigns with mail achieved over twice (104%) the market share growth when measured against campaigns without mail in the mix.
The document discusses overcoming funding cuts in the arts sector through individual giving. It states that funding from trusts, foundations, and corporations is declining due to austerity cuts and increased competition. Telephone campaigns are identified as the best method for individual giving in the arts sector because they allow for personal conversations that build strong relationships and generate high donor acquisition and retention rates, including 50% of donors becoming monthly donors. The document recommends that arts organizations partner with Buffalo Fundraising Consultants, who have significant experience running successful telephone campaigns for arts charities.
25 Ways to Kick Start your Cross-Channel Fundraisinghjc
The document discusses 25 ways to kick start cross-channel fundraising. Some key points include:
- Cross-channel fundraising uses multiple channels like online, direct mail, phone to raise more money and build donor relationships.
- Different age groups prefer different channels, so an integrated approach is important.
- Testing showed coordinating direct mail and email increased donations. Using catalogs online and in direct mail also increased returns.
- Phone calls to thank and ask for referrals from online donors increased conversion rates.
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
This document summarizes research into the private life of mail. It discusses how mail is handled and interacted with in the home over extended periods of time. Mail elicits emotional responses through its tactile qualities and creates memorable impressions. Research found mail drives successful return on investment for companies and enhances the impact of integrated marketing campaigns. A case study on the Salvation Army showed how increasing mail volumes grew new donors by 262% and fundraising totals. In conclusion, mail brings brands directly into consumers' lives and homes in impactful ways.
The Private Life of Mail - Methodology and the making of the story - January ...Royal Mail MarketReach
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
Mail and email each have strengths that can be leveraged when used together in a planned, complementary way. Mail is better suited for communications that require time and attention or that aim to demonstrate value to customers. It grabs attention and leads to interactions. Email is best for quick updates, confirmations, and eliciting fast responses. Using the two channels together builds on their respective strengths and allows for more effective direct communications.
At Royal Mail we’ve always believed in using the power of 1 to 1 communications to build customer relationships.
However, technology has transformed marketing communications. The development of email and the rapid adoption of smartphones and tablets have changed the way
we connect with customers forever. When you want to talk to customers directly you now have many different tools at your disposal and that’s a good thing.
So we’ve conducted extensive research to find out how customers prefer businesses to talk to them. You have this research in front of you and we think the results are fascinating.
It shows that the core strengths of mail have endured and in some cases grown even stronger, often by driving customers online. Mail is still opened, still valued, still kept and still drives response. Digital has transformed marketing but it hasn’t replaced mail for one simple reason. Customers don’t want it to.
Customers are very clear about what they prefer to receive by mail. They prefer to receive items of substance that they can spend time with and keep. Equally, there are some communications like quick updates that customers prefer to receive via email.
So, complementarity pays. A recent meta-analysis by Peter Field on the IPA Databank reveals that 27% more of the campaigns which delivered high sales performance included mail than did not.
He also looked at campaigns which drove high acquisition levels. And 40% more of these included mail than those that didn’t. Campaigns with mail achieved over twice (104%) the market share growth when measured against campaigns without mail in the mix.
This document discusses the evolving role of mail in the charity sector marketplace. It provides data showing that charitable giving has grown after declining years, with younger audiences giving more. Mail remains the most popular communication channel for charities, accounting for 58% of charity advertising spend. Several case studies are presented that demonstrate the effectiveness of targeted mail and door drops in acquiring new donors and fundraising for various charities.
How print complements campaigning in the age of social media | Content market...CharityComms
Martin Loat, chief executive, PostBug
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
The document discusses fundraising strategies for the German Life Saving Society (DLRG). It notes that direct mailings are an effective way to regularly contact donors and generate donations. The DLRG has built up a donor base of around 380,000 people by mailing 30 million people over time. Their goals are to maximize their donor base to around 450,000 donors and optimize donor relationships through targeted communications. Prospect mailings are used to recruit new donors, even though they incur losses, in order to acquire new long-term donors. Testing and analysis helps improve fundraising strategies and outcomes.
The survey of 55 charities found that donations increased in 2014 compared to 2013. Donations from the general public rose 10% on average, reaching €225,000. The number of individual donors also increased significantly. Company donations increased 12% on average to €67,000. Total fundraising income for the year increased over 6% on average to €1.828 million. Looking ahead, charities see opportunities to target different age groups through various channels like social media, email and direct mail. Past experience shows email and direct mail generate higher response rates.
The director of communications asks three fundraisers about their direct mail marketing performance over the past 12 months.
The International Women's Development Agency saw mixed results, with their Christmas appeal performing better but their International Women's Day campaign not meeting expectations. They have invested in testing different acquisition strategies and formats.
The Royal Flying Doctor Service used returned premiums from last year in a new acquisition, adding 700 new donors. They focus on regular giving conversion and retention while developing products for high-value donors.
The Victor Chang Cardiac Research Institute saw a 79% increase in gross income and a 42% increase in average gift. They targeted lapsed donors, included premiums in shoulder appeals, and tested creative packs.
Direct mail case studies from the fundraising sector in IrelandPost Media
This document provides summaries of 9 direct mail case studies from various non-profit organizations in Ireland. Each case study outlines the organization, campaign details, target audience, strategy, and results. Key highlights include Women's Aid increasing donor acquisition through an impactful envelope design telling a story of domestic abuse, and Barnardos successfully engaging children to fundraise through an interactive direct mail piece about a toddler walking event.
The annual report summarizes the activities of Involve Kent from 2015-2016. It discusses the organizational rebranding from Voluntary Action Maidstone to Involve Kent, the opening of a new community hub space, increased client services and outreach efforts. Financial reports indicate a decrease in funds but maintenance of operations. Key events included expansion of services for minorities, carers, older adults and those in need of transportation. Supported volunteering and community programs diversified and grew in participation. The report celebrates successes of the year and commitment of staff, volunteers and trustees to supporting the community.
C:\Documents And Settings\Ckelling\Desktop\Diocesan Officers2CAFOD
CAFOD's vision is for a world transformed to reflect the Kingdom of God where policies promote social justice and end poverty. CAFOD values solidarity and works with communities to challenge policies that keep people poor. Effective campaigning reflects the concerns of international partners, influences key targets, and engages supporters through popular communication. Challenges include the financial crisis's impact on poverty, reduced support for development aid, and slow climate change progress.
For the first time ever, two of Canada’s leading cancer foundations came together to create a movement to build a future without breast or prostate cancer.
Transforming the way the uk post office communicates with its audiencesMarc Wright
The document discusses the Post Office's efforts to transform internal communications within the large, 365-year old institution. It outlines challenges such as engaging 11,500 subpostmasters and driving cultural change. New initiatives included developing a tone of voice program, launching an online community called Subspace, and creating a tool to better measure employee engagement. The results of these efforts included a steady rise in open and honest communications, as well as financial turnaround from losses to profits.
The annual report summarizes Volunteer Scotland's activities over the past year. It highlights major accomplishments such as developing the Volunteering Action Plan to achieve the goals of the Volunteering For All framework. It also discusses initiatives to support volunteers and volunteer-involving organizations during the COVID-19 pandemic through research, training, resources and updated standards. Going forward, Volunteer Scotland will continue implementing the Volunteering Action Plan and engaging partners to energize and advance volunteering in Scotland.
40,000 Strong - how strong creative led to strong fundraising results for Hel...Raw London
The document outlines Help for Heroes' 40,000 Strong campaign. The campaign aimed to raise awareness of the 40,000 veterans who have been medically discharged from the military. It featured installations with 40,000 figures across the UK and stories of individual veterans. The campaign was successful in increasing brand awareness and consideration, fundraising over £170,000, and acquiring 2,000 new supporters. It also highlighted the need to review the medical discharge process from the Ministry of Defense. Key learnings included the importance of a value-based donation mechanism for personal connection and fundraising, maximizing earned and owned media channels for greater impact, and how installations benefit local engagement.
Woods Valldata impact of COVID-19 on Individual Giving ReportHelen Halahan
Impact report looking at the impact of COVID-19 on individual giving for UK charities. Exploring campaign responses, regular giving and inbound calling data across February - April 2020 and compared to the same campaigns during the same period 2019 or to forecast data from the charities. Includes top line findings and recommendations for the charity sector community.
The Integrated Campaign Approach: Tools to Increase the Effectiveness of your...Jann Schultz
Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
Direct mail, marketing and advertising finalDaniel Mileno
The document discusses direct mail, marketing, and advertising strategies for the Big Shoulders Fund. It shares results from a holiday campaign targeting CTA and metro riders that increased awareness but did not significantly increase online donors or visits. Subsequent efforts reframed the outreach and increased carolers at train stations. Online strategies led to increased donors, especially young professionals, through advisory boards, events, and expanding the online presence. Online giving increased over six-fold in the last four years. The document also discusses measuring return on investment of advertising initiatives and the state of direct mail.
The Guardian developed a new strategy to address financial losses and threats to fulfilling its mission as a liberal journalism organization. The strategy involved (1) building more meaningful relationships with readers to improve journalism and transition to a membership-based business model, (2) restructuring advertising to align with market growth, and (3) significant cost reductions and organizational restructuring to achieve financial stability. The strategy aimed to reduce losses and break even by 2018/19 through constant disruption and innovation, finding the organization's purpose, and taking risks.
This document summarizes fundraising programs and performance for three non-profit organizations: the National Parks Conservation Association, the John F. Kennedy Center for the Performing Arts, and the Sierra Club. It provides details on acquisition channels, testing of direct mail packages, email fundraising, membership profiles, and performance metrics like response rates and average gifts.
NESHCo-webinar_DKH-I-Am-New-Day-campaign_low-resLaura Dunn
The document summarizes a campaign led by Day Kimball Healthcare (DKH) to advocate against funding cuts proposed by the Connecticut state government that would have significantly reduced funding to DKH and jeopardized its operations and services. The campaign utilized grassroots efforts including a public pledge, legislative advocacy, earned media coverage, social media, and advertising to educate the community about DKH's value and rally support. Through thousands of community pledges and petitions, favorable media coverage, and sustained pressure, the campaign helped reduce the proposed cuts from $12 million to only $1.2 million, allowing DKH to avoid major cuts. Key factors in the campaign's success included taking a team approach, customizing messaging for DKH's situation,
Housing associations face challenges from funding cuts and the need to provide cost-effective services. While most have postal strategies, budgets are expected to decrease as associations transition to digital communications. Physical mail still accounts for over half of communications for many. Centralizing paper and digital mail could help maximize cost savings without compromising customer service, but few associations have done this. Welfare reforms may increase messaging needs, and data security is a key concern. Framework agreements are the preferred procurement method, and Royal Mail is seen as the top advisor on mailing solutions.
This is a single page document that appears to be from a publication. It contains technical information about resizing documents but does not provide any details about the content of the resizing. The limited information available does not allow for a concise 3 sentence summary.
The Private Life of Mail at Advertising Week Europe - A critique by Les Binet...Royal Mail MarketReach
If you attended Advertising Week Europe 2015, you will have heard Les Binet, Head of Effectiveness, adam&eveDDB, and Peter Field, renowned author on media effectiveness, critique the results of The Private Life of Mail; 18 months of unprecedented research into mail in the home, heart and head.
Insights into how the digital age impacts on mail integrating effectiveness, measurement and planning. Everything you thought about mail, may not be true. Learn what they think this means for the way mail is planned and measured in the digital age.
More Related Content
Similar to The Salvation Army Case Study: Mail's ability to bring in the money.
This document discusses the evolving role of mail in the charity sector marketplace. It provides data showing that charitable giving has grown after declining years, with younger audiences giving more. Mail remains the most popular communication channel for charities, accounting for 58% of charity advertising spend. Several case studies are presented that demonstrate the effectiveness of targeted mail and door drops in acquiring new donors and fundraising for various charities.
How print complements campaigning in the age of social media | Content market...CharityComms
Martin Loat, chief executive, PostBug
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
The document discusses fundraising strategies for the German Life Saving Society (DLRG). It notes that direct mailings are an effective way to regularly contact donors and generate donations. The DLRG has built up a donor base of around 380,000 people by mailing 30 million people over time. Their goals are to maximize their donor base to around 450,000 donors and optimize donor relationships through targeted communications. Prospect mailings are used to recruit new donors, even though they incur losses, in order to acquire new long-term donors. Testing and analysis helps improve fundraising strategies and outcomes.
The survey of 55 charities found that donations increased in 2014 compared to 2013. Donations from the general public rose 10% on average, reaching €225,000. The number of individual donors also increased significantly. Company donations increased 12% on average to €67,000. Total fundraising income for the year increased over 6% on average to €1.828 million. Looking ahead, charities see opportunities to target different age groups through various channels like social media, email and direct mail. Past experience shows email and direct mail generate higher response rates.
The director of communications asks three fundraisers about their direct mail marketing performance over the past 12 months.
The International Women's Development Agency saw mixed results, with their Christmas appeal performing better but their International Women's Day campaign not meeting expectations. They have invested in testing different acquisition strategies and formats.
The Royal Flying Doctor Service used returned premiums from last year in a new acquisition, adding 700 new donors. They focus on regular giving conversion and retention while developing products for high-value donors.
The Victor Chang Cardiac Research Institute saw a 79% increase in gross income and a 42% increase in average gift. They targeted lapsed donors, included premiums in shoulder appeals, and tested creative packs.
Direct mail case studies from the fundraising sector in IrelandPost Media
This document provides summaries of 9 direct mail case studies from various non-profit organizations in Ireland. Each case study outlines the organization, campaign details, target audience, strategy, and results. Key highlights include Women's Aid increasing donor acquisition through an impactful envelope design telling a story of domestic abuse, and Barnardos successfully engaging children to fundraise through an interactive direct mail piece about a toddler walking event.
The annual report summarizes the activities of Involve Kent from 2015-2016. It discusses the organizational rebranding from Voluntary Action Maidstone to Involve Kent, the opening of a new community hub space, increased client services and outreach efforts. Financial reports indicate a decrease in funds but maintenance of operations. Key events included expansion of services for minorities, carers, older adults and those in need of transportation. Supported volunteering and community programs diversified and grew in participation. The report celebrates successes of the year and commitment of staff, volunteers and trustees to supporting the community.
C:\Documents And Settings\Ckelling\Desktop\Diocesan Officers2CAFOD
CAFOD's vision is for a world transformed to reflect the Kingdom of God where policies promote social justice and end poverty. CAFOD values solidarity and works with communities to challenge policies that keep people poor. Effective campaigning reflects the concerns of international partners, influences key targets, and engages supporters through popular communication. Challenges include the financial crisis's impact on poverty, reduced support for development aid, and slow climate change progress.
For the first time ever, two of Canada’s leading cancer foundations came together to create a movement to build a future without breast or prostate cancer.
Transforming the way the uk post office communicates with its audiencesMarc Wright
The document discusses the Post Office's efforts to transform internal communications within the large, 365-year old institution. It outlines challenges such as engaging 11,500 subpostmasters and driving cultural change. New initiatives included developing a tone of voice program, launching an online community called Subspace, and creating a tool to better measure employee engagement. The results of these efforts included a steady rise in open and honest communications, as well as financial turnaround from losses to profits.
The annual report summarizes Volunteer Scotland's activities over the past year. It highlights major accomplishments such as developing the Volunteering Action Plan to achieve the goals of the Volunteering For All framework. It also discusses initiatives to support volunteers and volunteer-involving organizations during the COVID-19 pandemic through research, training, resources and updated standards. Going forward, Volunteer Scotland will continue implementing the Volunteering Action Plan and engaging partners to energize and advance volunteering in Scotland.
40,000 Strong - how strong creative led to strong fundraising results for Hel...Raw London
The document outlines Help for Heroes' 40,000 Strong campaign. The campaign aimed to raise awareness of the 40,000 veterans who have been medically discharged from the military. It featured installations with 40,000 figures across the UK and stories of individual veterans. The campaign was successful in increasing brand awareness and consideration, fundraising over £170,000, and acquiring 2,000 new supporters. It also highlighted the need to review the medical discharge process from the Ministry of Defense. Key learnings included the importance of a value-based donation mechanism for personal connection and fundraising, maximizing earned and owned media channels for greater impact, and how installations benefit local engagement.
Woods Valldata impact of COVID-19 on Individual Giving ReportHelen Halahan
Impact report looking at the impact of COVID-19 on individual giving for UK charities. Exploring campaign responses, regular giving and inbound calling data across February - April 2020 and compared to the same campaigns during the same period 2019 or to forecast data from the charities. Includes top line findings and recommendations for the charity sector community.
The Integrated Campaign Approach: Tools to Increase the Effectiveness of your...Jann Schultz
Integrated Campaign Approach-presented at the Institute of Fundraising National Convention, London, July 2012. Subject Matter Experts Jann Schultz and Lois Ephraim look specifically at how Operation Smile has integrated direct mail with communication strategies like outbound telemarketing calls, email, voice broadcasts, donor tele-conferences and other touches to improve performance of the DM program.
Direct mail, marketing and advertising finalDaniel Mileno
The document discusses direct mail, marketing, and advertising strategies for the Big Shoulders Fund. It shares results from a holiday campaign targeting CTA and metro riders that increased awareness but did not significantly increase online donors or visits. Subsequent efforts reframed the outreach and increased carolers at train stations. Online strategies led to increased donors, especially young professionals, through advisory boards, events, and expanding the online presence. Online giving increased over six-fold in the last four years. The document also discusses measuring return on investment of advertising initiatives and the state of direct mail.
The Guardian developed a new strategy to address financial losses and threats to fulfilling its mission as a liberal journalism organization. The strategy involved (1) building more meaningful relationships with readers to improve journalism and transition to a membership-based business model, (2) restructuring advertising to align with market growth, and (3) significant cost reductions and organizational restructuring to achieve financial stability. The strategy aimed to reduce losses and break even by 2018/19 through constant disruption and innovation, finding the organization's purpose, and taking risks.
This document summarizes fundraising programs and performance for three non-profit organizations: the National Parks Conservation Association, the John F. Kennedy Center for the Performing Arts, and the Sierra Club. It provides details on acquisition channels, testing of direct mail packages, email fundraising, membership profiles, and performance metrics like response rates and average gifts.
NESHCo-webinar_DKH-I-Am-New-Day-campaign_low-resLaura Dunn
The document summarizes a campaign led by Day Kimball Healthcare (DKH) to advocate against funding cuts proposed by the Connecticut state government that would have significantly reduced funding to DKH and jeopardized its operations and services. The campaign utilized grassroots efforts including a public pledge, legislative advocacy, earned media coverage, social media, and advertising to educate the community about DKH's value and rally support. Through thousands of community pledges and petitions, favorable media coverage, and sustained pressure, the campaign helped reduce the proposed cuts from $12 million to only $1.2 million, allowing DKH to avoid major cuts. Key factors in the campaign's success included taking a team approach, customizing messaging for DKH's situation,
Housing associations face challenges from funding cuts and the need to provide cost-effective services. While most have postal strategies, budgets are expected to decrease as associations transition to digital communications. Physical mail still accounts for over half of communications for many. Centralizing paper and digital mail could help maximize cost savings without compromising customer service, but few associations have done this. Welfare reforms may increase messaging needs, and data security is a key concern. Framework agreements are the preferred procurement method, and Royal Mail is seen as the top advisor on mailing solutions.
Similar to The Salvation Army Case Study: Mail's ability to bring in the money. (20)
This is a single page document that appears to be from a publication. It contains technical information about resizing documents but does not provide any details about the content of the resizing. The limited information available does not allow for a concise 3 sentence summary.
The Private Life of Mail at Advertising Week Europe - A critique by Les Binet...Royal Mail MarketReach
If you attended Advertising Week Europe 2015, you will have heard Les Binet, Head of Effectiveness, adam&eveDDB, and Peter Field, renowned author on media effectiveness, critique the results of The Private Life of Mail; 18 months of unprecedented research into mail in the home, heart and head.
Insights into how the digital age impacts on mail integrating effectiveness, measurement and planning. Everything you thought about mail, may not be true. Learn what they think this means for the way mail is planned and measured in the digital age.
Welcome to our Customer Growth Incentive Promotion, a great opportunity designed to help you to grow your business.
This promotion is for you to use mail to test new markets and marketing approaches or to supplement your multi-media campaign.
By sending incremental volumes that qualify for the Promotion, you will have the opportunity to earn a 2.5p postage credit for each qualifying incremental mail item that you sent during the promotion period and that Royal Mail has verified.
This document discusses the evolving role of direct mail in the telecommunications marketplace. It provides an overview of trends in the telecom sector, including market growth predictions, dominance of major players like BT and Sky, popularity of bundled services, and growth of multi-device households. The document also discusses attitudes and preferences of consumers regarding bundles, including desire for flexibility. It analyzes direct mail and door drop usage patterns among major telecom providers and notes that direct mail makes up 13% of telecom advertising spend. Finally, it touches on new technological trends like growth of video on demand and Sky AdSmart targeted TV advertising.
This document discusses direct marketing strategies for retailers. It begins by noting that the retail sector has grown faster than the overall economy since 2013 as consumer confidence has improved. It then discusses how the retail landscape has changed, with consumers now using multiple channels and expecting seamless cross-channel experiences. The document emphasizes that direct mail remains an important marketing channel for retailers, comprising a significant portion of their advertising budgets. It presents case studies of how retailers have successfully used direct mail to drive revenue through personalized incentives, immediate offers, and loyalty programs.
This document discusses direct marketing strategies for retailers. It begins by providing context on the growth of the UK retail sector since 2013. It then discusses trends like the increasing complexity of the shopper journey across channels. Key points made include that 44% of retail transactions now involve multiple channels, and click-and-collect is becoming more popular. The document also examines the rise of omnichannel retailing and how direct mail can drive customers online. It provides case studies on how retailers like Boden, ASOS, IKEA and Very.co.uk have successfully used direct mail as part of integrated marketing campaigns.
The document discusses the evolving role of mail in today's retail banking marketplace. It notes that while four large banks still control most banking relationships, customer switching is up 22% since easier switching options were introduced. While most customers have fewer than two products with their bank, targeted mail can help cross-sell additional products tailored to customers' lifecycle stages. Mail continues to be preferred over digital for important financial documents and has high open rates, making it suitable for building loyalty and trust with customers.
Credit card marketing has increased as the market has recovered from lean years. Mail spending by credit card companies has grown significantly, accounting for 74% of the plastic card sector's marketing budget. Mail is preferred by consumers for important financial information and is trusted more than digital channels. It remains effective for credit card companies, with high response rates for offers received by mail and many consumers responding positively to rewards and loyalty mailings. Targeted mailings tailored to different life stages are an important part of credit card acquisition and engagement strategies.
Over the last 18 months, Royal Mail MarketReach has conducted a series of research projects to understand exactly what that means for consumers, and what it means
for you.
We’ve looked into consumers’ homes and found that mail lives a rich, complex and surprisingly long life beyond the doormat. We’ve looked into their hearts and uncovered the deep emotional responses that are triggered by sensations of touch.
And we’ve literally looked into their heads, using the latest neuroscience techniques to discover that mail has a profound and direct impact on the brain.
It’s an unprecedented look at what happens after mail enters the home, which is why we’ve called it, The Private Life of Mail.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
2. 2
The heart of The Salvation Army’s fundraising is a focused six week marketing
campaign in the lead up to Christmas. During this time they recruit all their new
donors and ask existing donors to give again.
This campaign spends 70% of their annual marketing budget. Historically, the
campaign used only print media: mail, door drops, press and inserts, and a single
creative message.
In 2007, The Salvation Army faced the classic charity challenge – rising costs and
falling donor volumes. The 2007 campaign had cost 6% more year on year, yet
recruited 15% fewer donors.
It wasn’t all doom and gloom; in fact overall the campaign was market beating.The
appeal raised £8.6m on a spend of £1.9m. Cold recruitment, which relied heavily on
mail (77% of cold spend), was split 50/50 between addressed and door drops. It was
returning an ROI of 1.33 in year one. Mail supported all the warm communication,
which delivered an immediate ROI of 14.98.
So, a huge dilemma. Doing nothing would continue the gradual decline, but making
a change could put the existing category leading results at risk.
The Salvation Army decided to do something. And they set four key metrics to guide
a clear and measurable strategy:
Volume growth of new donors, the primary objective.
A year one ROI of 1.0 or more for new donors, so recruitment was cash neutral.
The value of each new donor over five years had to continue the current
value model.
Cost per new donor recruited was a key measure.
BACKGROUND
3. 3
The Salvation Army launched a plan to build on their already powerful mail campaign
by testing the ability of a truly integrated multi-channel programme to grow donor
recruitment and donations.
For Christmas 2008, The Salvation Army made two major changes to the previously
all print contact plan. They added TV and digital media:
TV added significant reach to the media plan, taking it from 64% to 90% coverage
of the core audience.
Digital provided easier access to an additional response channel for donors who
wanted to give online.
Commitment to these channels grew over five years.
Direct mail creative
SOLUTION
4. 4
Simultaneously, the plan more than doubled investment in mail volumes over the same
period, recognising mail as the core of the programme, with both addressed mail
and door drops providing the primary media to drive donations. Cold mail volume
increased +270% to 5.4m while door drop volume increased +158% to 9.6m.
By planning the channels together across the five years, The Salvation Army was
able to maximise the role each media played in the marketing mix, building on
research showing the multi-media multiplier effect when including mail:
TV amplifies response to mail and door drops, and both drive people online.
Integrating TV with door drops increases response from door drops.
Deploying door drops to maximise effective reach and using addressed mail for
precision recruits new users without wastage.
Lastly, they tested tailoring creative to individuals, sending different messages to
different groups across different media channels to maximise impact.
5. 5
The Salvation Army experienced an immediate increase in new donors and levels
of giving in 2008, both off and online. And these grew year on year.
Over the five years, 2008-2012, the number of new donors recruited grew by 262%
up to 131k and total donations grew by 48%. £9.5m of immediate incremental
income is projected to become an additional £24.8m over the next five years, as
many new donors go on to give again.
Total donations increased significantly
From 2008-2012, cost per new donor fell by 16% while the number of new donors
recruited grew from 50,000 to more than 130,000.
RESULTS
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
2007
£8,554,919
2008
£8,564,487
2009
£8,773,574
2010
£10,782,566
2011
£11,496,649
2012
£12,707,003
TOTAL DONATIONS
Source: The Salvation Army
6. 6
The Salvation Army: Mail/door drop integral to total campaign
success in more than doubling new donors efficiently
2012 compared to 2007 base
Mail/door drop
Mail’s big
increase:
since 2010
Online
response
up 595%:
DM key driver
Cold mail
increased:
270% to 5.4m
Door drops
increased:
158% to 9.6m
Total
Campaign
Volume of
new donors:
262% up
to131k
Campaign
spend:
221% up
to £4.1m
Cost per
new donor:
down 16%
to £31.96
Incremental
income:
£9.5m short
term, £24.8m
over 5 years
Note: Mail/door drop is 66% of 2012 spend
Source: The Salvation Army/Mike Colling Company, 2014
Mail remained the most cost effective generator and the largest volume source for
acquiring net new donors in the expanded media programme. Other channels
generated large amounts of donations from current donors. The individual level
targeting inherent in the direct marketing channel meant that 97% of new donors
recruited by mail were new to the organisation, compared with an average of 50%
from the other media channels.
7. 7
The impact of mail was delivered not only in the media mix but also in frequency
and messaging. The Salvation Army mailed two packs to current donors at
Christmas within three weeks of each other. By deploying a different creative
execution and not merely repeating the first letter, the second pack generated an
additional 40% response.
Campaign response confirmed how direct mail can be the most effective channel in
an integrated multi-channel schedule. Integrating mail with broadcast and digital
media enabled incremental value to be realised from both new and existing customers.
“Mail, addressed and unaddressed, forms the absolute backbone of The Salvation
Army’s direct marketing fundraising operations.”
“It is the medium which quite literally changes lives by enabling us to raise millions of
pounds in donations to fund our community and social work.”
“Over the last five years, we have diversified and expanded our appeals and acquisition
programme as new media open up.”
“The ways in which people respond have changed too, but mail is still our anchor
medium to put The Salvation Army visibly on the doormat of many millions of
homes each year.”
Julius Wolff-Ingham, Head of Marketing and Fundraising, The Salvation Army
Door drops for reach; cold mail for precision
Door drops mop up response; addressed mail finds new donors
Press Inserts Search Door drop MailTV
100%
80%
60%
40%
20%
0%
69%
97%
49%52% 52% 55%
Source: The Salvation Army data, analysis by MCC
%newdonors
Source: Royal Mail MarketReach/Mike Colling and Company
Awards: 2014 Silver IPA Effectiveness Awards, 2012 DMA Bronze Award, Best Use of Direct Mail, 2011 DMA
Gold Award, Best Media Strategy