Taking Control: KCET Staying Top of Mind — and Mail Pile
Sent to donor prospects and deep-lapsed donors who had not renewed their support in at least two years, the mailing focused on the “great bargain” that is KCET’s $29 membership offer. Included was an 81⁄2-inch-by-101⁄2-inch letter, a 21⁄2-inch-by-6-inch coupon that donors mailed back to the organization, a 31⁄4-inch-by-81⁄2-inch reply card and a BRE. The control was averaging a 0.45 percent acquisition response rate, a $35 average gift and raising $166 per thousand pieces mailed.
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