Modern Approach to a Very Old Tradition

NWCoF Annual Fundraising Campaign

For the annual fundraising campaign, we wanted to target the mailing to individuals who care about our client’s cause.  With our advanced demographic segmentation techniques and data modeling service, we were able to narrow down the intended mailing list of names. This resulted in significant save on print and postage since we mailed only to those who are most likely to respond.  We decided to use one of the newest marketing methods in cross-media for this campaign called direct mail + personalized micro sites. The postcard contained not only information about the campaign but also a personal URL or PURL for the receiver to visit online (example: uspresort.ipurl.co/Amanda.Lierry). The landing page included the name of the potential prospect numerous times and communicated the message in a personal way. We have complete flexibility in creating a personalized landing page depending on the message and the campaign. As an added bonus, the printed QR code which contained the personal URL address for easy mobile access, was eligible for the current USPS incentive promotion of 2% postage discount. Our strategic effort of integrated marketing resulted in almost 37% increase in the response rate and a 42% boost in ROI in comparison to the year before. Gross income and average gift amount increased as well.