Today’s donors expect to have the same experience whether in the mail or online. Consistent, engaging and uncluttered visuals and messaging — crossing all communication channels – are not only cost effective, but essential to building long-lasting relationships.
The goal is to create a message that both identifies and connects with a donor’s needs and priorities. From there …
- Present your case of support and motivate your donors to respond.
- Make sure every (at least every important) mail campaign has an online counterpart and/or landing page.
- Keep everything as simple as possible. Don’t ask readers to do too many things.
- Keep your message short — especially with email and online. Copy that fits in one panel/window (without scrolling) is best. Less is more.
- Use the opportunity to get to know your donors (or prospects) better online — conduct a survey or ask them to sign a petition. But only if it connects directly to your “ask” or allows you to better identify donor need for future appeals.
Newport Creative Communications’ client Crossroads Rhode Island wanted something different for their 2009 year-end appeal. Something that would motivate the broad spectrum of their donor base. Something that would cut across age groups, diverse donor needs and donor segments. The goals were simple:
- Increase response at this critical point in the campaign.
- Reach some audiences that may not be as direct mail responsive as others.
- Provide donors with logical reasons to upgrade their support, and,
- Learn more about each donor’s “hot buttons” — the most important reasons why each donor supports Crossroads RI.
Working with the client and another vendor partner, Expyram, Newport Creative crafted the contact strategy:
Direct Mail.
The “Miracle on Broad Street” package included a letter that drove the reader to an enclosed Holiday Catalog — a “Needs List” that itemized a series of tangible and quantifiable needs — Holiday “gifts” — that could be met with the donor’s support. Each need carried with it a suggested funding “gift.” The catalog drove the donor to the reply slip where the donor was encouraged to make a gift (or gifts) of their choice to a Crossroads client in need.
Here is the direct mail package:
Email.
Both the initial and reminder email designs and messages mirrored the design elements of the catalog to enforce the branding of the campaign. The design template for the emails that preceded and followed the direct mail appeal – was very similar. Some components were even identical. The message was consistent with the direct mail appeal. The email was short, to the point and contained direct links to the website’s giving page and also a landing page with a virtual/digitized version of the catalog.
Here is the email that was “sandwiched” with the direct mail appeal:
Website Landing Page.
The website contained a landing page (with a link in direct mail and embedded in the email) allowing viewers to see a digital version of the Holiday Catalog. Each gift item included a link to the giving page for secure, on-line gifts. The visuals and messaging for the on-line and print (direct mail) catalogs are identical.
Print Media and Newspaper Coverage.
The following ad was placed in the local newspapers, timed for the week the direct mail and email would be received.
Phone Follow-up.
Though not part of this particular program, a fourth channel – a telephone follow-up, could easily be added to the mix.
The bottom line?
One compelling message, effectively communicated via multiple channels, to maximize the impact of this critical campaign.
How successful was this campaign?
Give me a call or send me an email to find out!