COLUMBIA, Md., June 17, 2009 — Merkle (www.merkleinc.com), one of the nation’s largest and fastest growing database marketing agencies, was recently honored with three 2009 “Benjamin Franklin Awards for Direct Marketing Excellence”, or “Bennies”, by the Philadelphia Direct Marketing Association. The awards were presented during a ceremony at the Farmhouse at People’s Light in Malvern, Pa. on June 4, 2009.
June 4, 2009, Earth911.com — A new study out of the U.K. suggests that consumers who receive direct mail were “surprised” that a company would not consider putting a recycling logo or message on their direct mail pieces. Conducted by OnePost, an independent postal advice and management company, the survey implies the continued demand for the increased responsibility of producers and marketers to reduce their environmental impact and help their customers to do so as well.
June 2009, Professional Fundraising — New research on the most cost-effective forms of fundraising shows that newspaper advertising and direct mail are ranked last.
June 6, 2009, Indianapolis Business Journal — Most of us wouldn’t drop what we’re doing to show our friends a form letter that included our names in the salutation.
May 5, 2009 — The Nonprofit Federation of the Direct Marketing Association (DMANF) today announced a partnership with US Monitor, a mail monitor and list protection service, to perform a first of its kind study to track delivery results within the United States Postal Service (USPS) nonprofit standard mail.
Recipients "triage" their mail, setting aside certain pieces to open before others. So the goal, according to Tempa Berish, owner of Philadelphia-based consultancy Chelsea Partners, is to make sure your mailpieces stand out.
If fundraising were a person, and he or she was on Facebook, I’d tag her/him with the nasty “25 Random Things” meme. We’d learn some surprising things about fundraising. But since fundraising itself is a mute nonentity, I’ve taken the job upon myself …
Temptation No. 1: Starting the project by writing the letter.
Here’s what’s happening: You’ve been assigned to create an acquisition package. You’re up for it because you have a great idea. You feel really good about that idea. You are sure it’s a winner. So you sit down and start writing the letter, right? Wrong. The letter is the very last thing you should create.
Sugarcoat it all you want, but offering premiums in an acquisition campaign is, essentially, bribery. And pretty unsubtle bribery at that.
You’re saying to a prospect, “Look, I’m afraid you don’t care enough about my organization’s work to support it out of
passion or principle, so I’ll offer you this trinket to try and buy your loyalty.”
The dilemma is obvious. You’re going to have much greater loyalty from people who support you because they believe in your cause. But those premiums sure can bring in more donors. At least in the short run.
To a development director, the promise of the premium can be very alluring. For a relatively small investment in mailing labels or tote bags or whatever, you can reasonably predict that significantly more people will respond to your mailing.
April 14, 2009, The Chronicle of Philanthropy — Donations to 75 of the nation’s largest charities have fallen in the past year, adding to problems caused by a multi-year decline in the number of donors who give in response to direct-mail solicitations, online appeals, and telemarketing, according to a study released today.
