The economic recession has resulted in donors that quit donating, or donate less. You could desinvest, or invest to create new donors. Find out how Direct Mail can help
In general, bpost wanted to learn more about the donating habits of the Belgian population. More specific, they wanted to gain insight into the preferred communication channels of non-govermental organisations.
Therefore, bpost added some questions to the Profacts omnibus of March 2012
Direct mail is an important tool for fundraising that involves more than just paper. It requires precision targeting of the right messages to the right people through different channels like letters, magazines and events. Over half of first-time donations are triggered by direct mail rather than other methods like online or in-person. Older people aged 50-60 respond more strongly to direct mail. Effective direct mail utilizes customer data to segment audiences and tailor the right offers through sequencing and timing of multichannel campaigns. It is important to collect email addresses but not at the expense of other engagement. Direct mail works best when it creates a personal connection through stamps, handwriting or other touches.
The document summarizes Damian O'Broin's presentation at the Institute of Fundraising NI Conference in 2012. Some key points from the presentation include the rise of in memory donations through funeral collections, tribute funds, and online platforms like JustGiving. Data is shown on the growth of in memory donations outpacing legacy gifts. However, research also suggests that charities often fail to properly acknowledge and engage with in memory donors through slow responses, lack of personalization, and insufficient follow up communications. The presentation advocates for charities to better understand grieving donors' needs and put them in control through more humanized and personalized approaches.
This document is a newsletter from Voscur, an organization that supports voluntary and community groups in Bristol, England. It provides information on recent events held by Voscur, including their annual conference and awards ceremony celebrating excellence in the sector. It also discusses representation of voluntary groups in the local strategic partnership and ensuring the sector can influence decision-making. The newsletter contains various articles on topics like hate crimes, funding opportunities, good practices, and training resources for groups.
Social Housing: towards a digital strategyHelen Milner
This document discusses developing a digital strategy. It summarizes that a digital strategy should have clear goals around social good, cost savings, and service/staff improvements. It should identify key audiences and objectives before detailing implementation. The "how" of a strategy involves motivating and building skills/confidence through training and access to technology, with an emphasis on involving local partners and people to ensure success.
Measuring Success with Google Analytics - which traffic sources are more like...NetSquared Vancouver
Eli van der Giessen rips apart the David Suzuki Foundation’s recent action alert and uses it as a case study to demonstrate how to use Google Analytics goal-tracking and link tagging to measure which traffic sources are most useful. Which group is more likely to complete an action? Email subscribers or Facebook Like-ers?
In general, bpost wanted to learn more about the donating habits of the Belgian population. More specific, they wanted to gain insight into the preferred communication channels of non-govermental organisations.
Therefore, bpost added some questions to the Profacts omnibus of March 2012
Direct mail is an important tool for fundraising that involves more than just paper. It requires precision targeting of the right messages to the right people through different channels like letters, magazines and events. Over half of first-time donations are triggered by direct mail rather than other methods like online or in-person. Older people aged 50-60 respond more strongly to direct mail. Effective direct mail utilizes customer data to segment audiences and tailor the right offers through sequencing and timing of multichannel campaigns. It is important to collect email addresses but not at the expense of other engagement. Direct mail works best when it creates a personal connection through stamps, handwriting or other touches.
The document summarizes Damian O'Broin's presentation at the Institute of Fundraising NI Conference in 2012. Some key points from the presentation include the rise of in memory donations through funeral collections, tribute funds, and online platforms like JustGiving. Data is shown on the growth of in memory donations outpacing legacy gifts. However, research also suggests that charities often fail to properly acknowledge and engage with in memory donors through slow responses, lack of personalization, and insufficient follow up communications. The presentation advocates for charities to better understand grieving donors' needs and put them in control through more humanized and personalized approaches.
This document is a newsletter from Voscur, an organization that supports voluntary and community groups in Bristol, England. It provides information on recent events held by Voscur, including their annual conference and awards ceremony celebrating excellence in the sector. It also discusses representation of voluntary groups in the local strategic partnership and ensuring the sector can influence decision-making. The newsletter contains various articles on topics like hate crimes, funding opportunities, good practices, and training resources for groups.
Social Housing: towards a digital strategyHelen Milner
This document discusses developing a digital strategy. It summarizes that a digital strategy should have clear goals around social good, cost savings, and service/staff improvements. It should identify key audiences and objectives before detailing implementation. The "how" of a strategy involves motivating and building skills/confidence through training and access to technology, with an emphasis on involving local partners and people to ensure success.
Measuring Success with Google Analytics - which traffic sources are more like...NetSquared Vancouver
Eli van der Giessen rips apart the David Suzuki Foundation’s recent action alert and uses it as a case study to demonstrate how to use Google Analytics goal-tracking and link tagging to measure which traffic sources are most useful. Which group is more likely to complete an action? Email subscribers or Facebook Like-ers?
The document discusses how direct mail (letterbox) can be used to effectively engage with consumers (iConsumers) in today's digital environment. It notes that direct mail remains a valuable marketing channel, even for the most digital consumers, as it can reinforce digital strategies by driving web traffic when combined with online searches. Some key points made are that 87% of direct mail is read, it is one of the most important touchpoints related to purchase decisions, and many advertisers now fully integrate direct mail into their strategies for reaching and engaging consumers.
Make your digital strategies also a sales generatorbpost
This document discusses how direct mail can be used as a digital strategy and sales generator by activating digital targets like mobile/tablet and social media users. It provides several case studies as examples, such as how Rabobank used a customized magazine to increase website traffic and how Pure Players used direct mail to drive website traffic and online sales for inactive customers. The document advocates for an integrated digital-direct mail approach to generate better return on investment through increased traffic, dialogue, advocacy, and brand experience.
This document compares the effectiveness of different marketing channels - direct mail, email, and banner advertising - for a Belgian food brand's webshop campaign. Direct mail generated the highest turnover at €252,000 from 50,000 contacts, compared to €7,128 from email and €1,030 from banners. Direct mail also had the highest ROI at 770% and the lowest cost per acquisition. The key conclusion is that direct mail is the most efficient activation channel, and combining online and offline approaches generates better results than online-only.
This document discusses strategies for companies to create word-of-mouth marketing using postcards. It suggests that companies offer customers free postcards to send to friends and family to share their experiences with a brand. This creates engagement and interactions on a personal level. The document provides examples of companies that use real postcards sent through the mail and a mobile app to allow customers to send branded postcards to others for free in order to generate buzz and sales for the brand.
Direct mail and email were tested to promote cross-selling funds to existing clients without share accounts. 300 interviews were conducted, with 150 receiving email and 150 receiving direct mail. Direct mail generated significantly higher spontaneous brand awareness (+120%) and correct message recall (+81%) than email. It also enhanced attention to other brand advertising by 60% more than email. Direct mail was found to be more effective than email at promoting cross-selling funds to existing clients.
Direct mail and email were tested to promote cross-selling funds to existing clients without share accounts. 300 interviews were conducted, with 150 receiving email and 150 receiving direct mail. Direct mail generated significantly higher spontaneous brand awareness (+120%) and correct message recall (+81%) than email. It also enhanced attention to other brand advertising by 60% more than email. The findings suggest that direct mail is more effective than email for this marketing campaign objective.
Loyalty starts with great stories - event bpost 29/01/2013]bpost
The document discusses building loyalty through storytelling, values, and effective communication over time. It highlights the importance of social media, personalization, and engaging supporters by recognizing them, making them feel good, inspiring them, inviting them to participate, and showing that their voices have been heard. The goal is to develop loyal volunteers and donors through these strategies.
This document discusses transforming administrative mail into a customer experience tool. It focuses on why capitalizing on administrative mail is important, how to do it by putting customers first and treating it as a project, and what benefits it can bring. Specifically, it can improve brands, enhance customer communication, and unlock hidden ROI. The document provides examples of projects with banks, insurers, telcos and utilities that experienced positive impacts from RelatioMail.
This document outlines an agenda and presentations for a cross-channel day event. The agenda is divided into two parts, with the first part focusing on topics like the current state of retail, cross-channel organizations, and identifying customers. The second part discusses challenges and opportunities of multichannel retail like moving from cash and carry to multichannel. Several company case studies are also presented. The document indicates that identifying the most likely buyers based on fast-moving consumer goods purchasing behavior will be one of the presentations. Overall, the document provides an agenda and overview of topics to be discussed at a cross-channel marketing event.
Club Med partnered with bpost to launch a mobile postcard program combining digital and physical experiences. The program allows Club Med customers to take a photo on their smartphone, add a personal message, and have the postcard printed and delivered by bpost. Over 65,000 downloads and 95,000 postcards have been sent since launch. The program aims to strengthen Club Med's brand image by allowing customers to share their happy vacation moments, increase customer loyalty through a rewarding experience, and recruit new customers by capturing the addresses of postcard recipients.
Inma presHow to help brands and consumers. 3 innovations by bpost for the I...bpost
Mobile postcard apps allow customers to send digital postcards from their phones in under 100 seconds. Shipping manager apps give customers updates on package deliveries and allow redelivery scheduling. On-demand delivery services let customers order anything and have it delivered within hours, with bpost aiming to become customers' personal assistant for ordering goods.
This document discusses a survey conducted in Belgium about voters' preferred communication channels for political parties. Some key findings:
1) Door-to-door flyers and personalized letters remain the most preferred methods for politicians to contact voters.
2) Northern voters prefer messages in newspapers and door-to-door contact, while southern voters prefer more personal approaches.
3) Men are more interested in politics overall and prefer personalized letters more than women. Interest in politics increases slightly as elections near.
bpost test eerstdaags in Mechelen en regio Verviers de gebundelde postbestelling voor gezinnen uit. Op zowat 17.000 adressen zullen de postbodes alle brieven en ongeadresseerd drukwerk in een open bedrukte map bestellen. De nieuwe werkwijze zal gebaseerd zijn op geavanceerde technologie en bpost is daarmee een voorloper in de internationale postwereld. In zijn processen, producten en diensten past bpost systematisch spitstechnologie toe, maar technologie zal nooit de postbode vervangen.
Pour ses processus logistiques, bpost recourt d’ailleurs systématiquement à des technologies sophistiquées. Elle a ainsi déployé une infrastructure de tri ultramoderne qui trie déjà les envois dans l’ordre de la tournée du facteur (rue et numéros de maison).
Les technologies de pointe contribuent également au succès de produits comme la Mobile Postcard (photo prise avec un Smart Phone, distribuée le lendemain sous forme de carte postale) et la carte bpaid (paiement en ligne sécurisé offrant la garantie de ne jamais dépasser les limites de son budget), très prisées des clients. Mais ce sont surtout les solutions globales intégrées utilisées pour la production et la distribution des attestations INAMI et des plaques minéralogiques européennes qui reposent sur une technologie d’avant-garde.
This document discusses how publishers can expand into e-commerce. It notes that both retailers and content companies are increasingly moving online. Specifically, media and book publishers are entering e-commerce. For publishers, this requires rethinking their business model from B2B to attracting direct consumers and expanding product lines related to their content. The document then outlines challenges of e-commerce including product, marketing, sales, logistics and ICT. It presents bpost's solutions for delivery and returns logistics through their Shipping Manager tool to help publishers overcome these challenges and succeed with e-commerce.
The document discusses how direct mail (letterbox) can be used to effectively engage with consumers (iConsumers) in today's digital environment. It notes that direct mail remains a valuable marketing channel, even for the most digital consumers, as it can reinforce digital strategies by driving web traffic when combined with online searches. Some key points made are that 87% of direct mail is read, it is one of the most important touchpoints related to purchase decisions, and many advertisers now fully integrate direct mail into their strategies for reaching and engaging consumers.
Make your digital strategies also a sales generatorbpost
This document discusses how direct mail can be used as a digital strategy and sales generator by activating digital targets like mobile/tablet and social media users. It provides several case studies as examples, such as how Rabobank used a customized magazine to increase website traffic and how Pure Players used direct mail to drive website traffic and online sales for inactive customers. The document advocates for an integrated digital-direct mail approach to generate better return on investment through increased traffic, dialogue, advocacy, and brand experience.
This document compares the effectiveness of different marketing channels - direct mail, email, and banner advertising - for a Belgian food brand's webshop campaign. Direct mail generated the highest turnover at €252,000 from 50,000 contacts, compared to €7,128 from email and €1,030 from banners. Direct mail also had the highest ROI at 770% and the lowest cost per acquisition. The key conclusion is that direct mail is the most efficient activation channel, and combining online and offline approaches generates better results than online-only.
This document discusses strategies for companies to create word-of-mouth marketing using postcards. It suggests that companies offer customers free postcards to send to friends and family to share their experiences with a brand. This creates engagement and interactions on a personal level. The document provides examples of companies that use real postcards sent through the mail and a mobile app to allow customers to send branded postcards to others for free in order to generate buzz and sales for the brand.
Direct mail and email were tested to promote cross-selling funds to existing clients without share accounts. 300 interviews were conducted, with 150 receiving email and 150 receiving direct mail. Direct mail generated significantly higher spontaneous brand awareness (+120%) and correct message recall (+81%) than email. It also enhanced attention to other brand advertising by 60% more than email. Direct mail was found to be more effective than email at promoting cross-selling funds to existing clients.
Direct mail and email were tested to promote cross-selling funds to existing clients without share accounts. 300 interviews were conducted, with 150 receiving email and 150 receiving direct mail. Direct mail generated significantly higher spontaneous brand awareness (+120%) and correct message recall (+81%) than email. It also enhanced attention to other brand advertising by 60% more than email. The findings suggest that direct mail is more effective than email for this marketing campaign objective.
Loyalty starts with great stories - event bpost 29/01/2013]bpost
The document discusses building loyalty through storytelling, values, and effective communication over time. It highlights the importance of social media, personalization, and engaging supporters by recognizing them, making them feel good, inspiring them, inviting them to participate, and showing that their voices have been heard. The goal is to develop loyal volunteers and donors through these strategies.
This document discusses transforming administrative mail into a customer experience tool. It focuses on why capitalizing on administrative mail is important, how to do it by putting customers first and treating it as a project, and what benefits it can bring. Specifically, it can improve brands, enhance customer communication, and unlock hidden ROI. The document provides examples of projects with banks, insurers, telcos and utilities that experienced positive impacts from RelatioMail.
This document outlines an agenda and presentations for a cross-channel day event. The agenda is divided into two parts, with the first part focusing on topics like the current state of retail, cross-channel organizations, and identifying customers. The second part discusses challenges and opportunities of multichannel retail like moving from cash and carry to multichannel. Several company case studies are also presented. The document indicates that identifying the most likely buyers based on fast-moving consumer goods purchasing behavior will be one of the presentations. Overall, the document provides an agenda and overview of topics to be discussed at a cross-channel marketing event.
Club Med partnered with bpost to launch a mobile postcard program combining digital and physical experiences. The program allows Club Med customers to take a photo on their smartphone, add a personal message, and have the postcard printed and delivered by bpost. Over 65,000 downloads and 95,000 postcards have been sent since launch. The program aims to strengthen Club Med's brand image by allowing customers to share their happy vacation moments, increase customer loyalty through a rewarding experience, and recruit new customers by capturing the addresses of postcard recipients.
Inma presHow to help brands and consumers. 3 innovations by bpost for the I...bpost
Mobile postcard apps allow customers to send digital postcards from their phones in under 100 seconds. Shipping manager apps give customers updates on package deliveries and allow redelivery scheduling. On-demand delivery services let customers order anything and have it delivered within hours, with bpost aiming to become customers' personal assistant for ordering goods.
This document discusses a survey conducted in Belgium about voters' preferred communication channels for political parties. Some key findings:
1) Door-to-door flyers and personalized letters remain the most preferred methods for politicians to contact voters.
2) Northern voters prefer messages in newspapers and door-to-door contact, while southern voters prefer more personal approaches.
3) Men are more interested in politics overall and prefer personalized letters more than women. Interest in politics increases slightly as elections near.
bpost test eerstdaags in Mechelen en regio Verviers de gebundelde postbestelling voor gezinnen uit. Op zowat 17.000 adressen zullen de postbodes alle brieven en ongeadresseerd drukwerk in een open bedrukte map bestellen. De nieuwe werkwijze zal gebaseerd zijn op geavanceerde technologie en bpost is daarmee een voorloper in de internationale postwereld. In zijn processen, producten en diensten past bpost systematisch spitstechnologie toe, maar technologie zal nooit de postbode vervangen.
Pour ses processus logistiques, bpost recourt d’ailleurs systématiquement à des technologies sophistiquées. Elle a ainsi déployé une infrastructure de tri ultramoderne qui trie déjà les envois dans l’ordre de la tournée du facteur (rue et numéros de maison).
Les technologies de pointe contribuent également au succès de produits comme la Mobile Postcard (photo prise avec un Smart Phone, distribuée le lendemain sous forme de carte postale) et la carte bpaid (paiement en ligne sécurisé offrant la garantie de ne jamais dépasser les limites de son budget), très prisées des clients. Mais ce sont surtout les solutions globales intégrées utilisées pour la production et la distribution des attestations INAMI et des plaques minéralogiques européennes qui reposent sur une technologie d’avant-garde.
This document discusses how publishers can expand into e-commerce. It notes that both retailers and content companies are increasingly moving online. Specifically, media and book publishers are entering e-commerce. For publishers, this requires rethinking their business model from B2B to attracting direct consumers and expanding product lines related to their content. The document then outlines challenges of e-commerce including product, marketing, sales, logistics and ICT. It presents bpost's solutions for delivery and returns logistics through their Shipping Manager tool to help publishers overcome these challenges and succeed with e-commerce.
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
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Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
Demonstrating Business Performance Improvement
Unlocking WhatsApp Marketing with HubSpot: Integrating Messaging into Your Ma...Niswey
50 million companies worldwide leverage WhatsApp as a key marketing channel. You may have considered adding it to your marketing mix, or probably already driving impressive conversions with WhatsApp.
But wait. What happens when you fully integrate your WhatsApp campaigns with HubSpot?
That's exactly what we explored in this session.
We take a look at everything that you need to know in order to deploy effective WhatsApp marketing strategies, and integrate it with your buyer journey in HubSpot. From technical requirements to innovative campaign strategies, to advanced campaign reporting - we discuss all that and more, to leverage WhatsApp for maximum impact. Check out more details about the event here https://events.hubspot.com/events/details/hubspot-new-delhi-presents-unlocking-whatsapp-marketing-with-hubspot-integrating-messaging-into-your-marketing-strategy/
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
NIMA2024 | De toegevoegde waarde van DEI en ESG in campagnes | Nathalie Lam |...BBPMedia1
Nathalie zal delen hoe DEI en ESG een fundamentele rol kunnen spelen in je merkstrategie en je de juiste aansluiting kan creëren met je doelgroep. Door middel van voorbeelden en simpele handvatten toont ze hoe dit in jouw organisatie toegepast kan worden.
7. 18% of 56%
FIRST donations
are triggered by 18%
Direct Mail contacts
3%
bpost – Omnibus March 2012 - Profacts
8. People >50
respond significantly higher to DM
than other ages
“Your (first) donation was triggered by?”
<30 (N=218) 30-39 (N=240) 40-49 (N=234) 50-59 (N=223) 60+ (N=187)
Encounter with a
volunteer 65 65 59 50 40
(on the street,…
Message on paper 15 25 37
6 9
(folder, letter, etc.)
Message via
3 3 2
internet (email, 5 1
banner etc.)
9 10 8
I don't know 9 12
14 11 13
Other 15 12
Base: only people who have already
bpost – Omnibus March 2012 - Profacts significant difference vs. total
donated to an NGO
9. 50+
The generous
Donation habits
• committed to the cause
•>1/3% donate regularly
•>40% donate > € 40
Sensibilisation
• 37% TV
• 31% personal letter
bpost – Omnibus March 2012 - Profacts 9
10. First donations via Direct Mail generate higher gifts
60.0%
50.0%
40.0%
< €40 %
40 EUR %
30.0%
>€40 %
No donations in 2011 %
DNK %
20.0%
10.0%
.0%
Message via paper Message online Face to face I don't know Other
indication
The NSPCC's annual Letter from Santa campaign raised £1.82 million, including Gift Aid, at the end of 2012. This is an increase from the £1.7 million it raised in 2011.Available for a suggested donation of just £5, the personalised and illustrated Letters from Santa were delivered to households across the UK and beyond by ‘reindeer mail’'.Andrew Flanagan, Chief Executive of the NSPCC, thanked supporters, saying: "2012 was a challenging year for fundraisers everywhere, with the effects of the continuing recession and many people cutting back on charitable donations. No doubt 2013 will be just as challenging, but the success of our festive fundraising campaign has given us real encouragement for the future and reinforced our faith in the Great British public’s willingness to give.”
Background:Though 20,000 child sex offences are reported each year, 95% of offences are never reported. That’s why ChildLine and the NSPCC are so important. But ChildLine costs £17 million a year to run. So a pack was mailed to supporters and active donors – primarily mums familiar with ChildLine.Idea:A plain black DVD case was sent out with a headline raising the awful possibility that inside might be footage of a father filming himself abusing his daughter. But there was no film, no DVD, but a message that both the film and the father were now with the police, thanks to the NSPCC’s ChildLine service.A final message then stressed that further donations are required.ResultsThe campaign appeared on both the BBC’s national news, and bbc.co.uk, gaining a lot of attention. It also generated real action, with the average donation being a terrific £27.CommentThis campaign received a large number of complaints in the UK from people who had been sent the pack and who believed it was too shocking. The regulator did not uphold any of the complaints, ruling that the idea dealt with a distressing subject but was not distressing in itself.It costs an inordinate amount of money to keep the Childline open 24/7 and I hope fervently that this idea raised money as well as raising awareness.It was only shortlisted at Cannes 2012 but did not win a Lion. It is increasingly hard for DM to win in a category now dominated by digital video, more’s the pity.
Direct mail biedt uitstekende mogelijkheden om te testen aan wie je jouw boodschap het beste kunt richten, met welk aanbod, op welk moment en in welke vorm. In deze aflevering beschrijf ik een direct mail testcase van het Astma Fonds in twee varianten en stel de vraag: Wie is de Winnaar?Fondsenwerving en direct marekting, het blijft een prachtig huwelijk. In weinig branches kunnen marketers de effecten van hun inspanningen zo goed meten, als in fondsenwerving, in respons, in geefbedragen, in eenmalige giften, in structurele giften, in geefduur. Je kunt precies zien wat je kosten en baten zijn, via welk medium, op korte en op lange termijn. Daarom wordt er in fondsenwerving meer getest dan in veel andere branches.Case: Astma FondsMailing met of zonder ansichtkaarten?Je kent ze wel, de mailings van fondsenwervers met gepersonaliseerde adreslabels of een setje ansichtkaarten. Vaak vragen donateurs zich af of het geld dat daaraan wordt uitgegeven, niet beter kan worden besteed. Wat zij niet weten, is dat de kosten van zo’n setje ansichtkaarten ruimschoots worden goedgemaakt door de extra opbrengsten van zo’n mailing. Of toch niet?!Astma Fonds besloot de proef op de som te nemen, en stuurde potentiële donateurs een mailing in twee uitvoeringen:A Mailing met ansichtkaartenB Mailing zonder ansichtkaartenDe drie ansichtkaarten in mailing A dragen kleurenafbeeldingen van vlinders. Verder zijn beide mailings identiek qua samenstelling (vensterenvelop, brief, losse acceptgiro), tekst en vormgeving.Vraag: Zorgen de ansichtkaarten voor meer respons?De testuitkomsten laten aan duidelijkheid niets te wensen over: De testmailing met ansichtkaarten levert een veel hogere respons op dan de mailing zonder ansichtkaarten. Het toevoegen van een setje ansichtkaarten verdubbelt de respons bijna: +98%! De gemiddelde gift van respondenten op de mailing met ansichtkaarten ligt wel iets lager: -8%. Het juiste antwoord is A: Mailing met ansichtkaarten.Reciprociteit en de opbengst van freemiumsIn de loop der jaren hebben fondsenwervers veel getest met het meesturen van zogeheten freemiums: een setje wenskaarten, een vel gepersonaliseerde naamlabels of een kofferlabel. Oogfonds Nederland testte ooit met succes het meesturen van een loepje. Vaak blijkt het meesturen van een passend freemiummeer op te leveren dan het kost. Menig fondsenwerver heeft de kracht leren kennen van reciprociteit (wederkerigheid): "Jij geeft mij iets en dus doe ik iets voor je terug". Psycholoog dr. Robert Cialdini noemt wederkerigheid een van de belangrijkste principes van beïnvloeding. Sommige marketeers gruwen ervan, en donateurs soms ook, als je ze mag geloven, maar vaak blijkt het gebruik van freemiumsuitermate effectief.Ken je zelf een test die in aanmerking komt voor deze rubriek? Of wil je advies over hoe jij het beste kunt testen? Stuur mij dan een e-mail frans@fransreichardt.nl of bel: 06 52456721.