Finding Your Direct-Mail Donors — Online
Direct-response, cookie-based targeting can be a sweet, multichannel treat.
The goal of the CDP pilot was to complement direct-mail campaigns from these stations with online display ads in order to lift overall campaign response rates and donations. Stations targeted both current and lapsed donors. The display ad creative for each station was designed to reflect the mail piece (especially the envelope) — and several different sizes and types of ads were tested for each station.
- Companies:
- Blackbaud
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