Mobile Loaves & Fishes: A Case Study in Companion Marketing

Implementation
The Easter fundraising campaign used a multiplatform approach that utilized both traditional direct mail and PURLs in an effort to increase the convenience of making a donation via personalized Web pages on the Internet. Using a unique media type offered by Xerox called a BRM — or business reply mailer (an 8.5-inch-by-11-inch tri-fold mailer with an attached prepaid envelope) — MLF was able to personalize 76,000 BRMs with a PURL (e.g., http://yournamehere.mlfnow.org). Upon receipt of the mailer, the recipient had the option of either going directly to a personalized Web page and placing a donation online with only a few clicks or using the provided tear-off envelop to mail in a donation.