Newport Creative has helped numerous clients integrate their direct mail and online fundraising. For one of our environmental clients, we developed a fully integrated, multi-channel campaign strategy that engaged their donors and created an interactive experience. The campaign was centered around the organization’s annual wall calendar.
The interaction was initiated through an online contest that allowed donors to vote on their favorite photographs to be included in the printed piece. Once the votes were tallied and the winner was chosen, the calendar was printed and mailed.
As a way to heighten the members’ attention to the client’s calendar campaign, we employed an email “sandwich” so that the first email message was received just prior to the calendar arriving in the members’ homes. This first email, with the subject line “A special gift is on its way,” was designed to announce the calendar’s arrival and encourage members to give online.
After the calendar arrived, a second email was deployed with the subject line “Did you receive your special CBF gift?” This follow-up email was designed to draw attention to the important mailing and, again, encourage members to make a gift.
Members who had not responded to either the Calendar mailing or the email messages, received two simple yet effective follow-ups spaced two weeks apart.
As way to further engage members with this campaign, we developed a mobile strategy that we integrated with the first mail follow-up package to allow members to interact with CBF in a new way. The mail piece contained a “QR” code which, when scanned, took members to a mobile site with a slide show of the calendar images and allowed them to download the images and save them to their mobile device.
