The envelope above, from Multiple Sclerosis NSW used 10 different tests from overseas. Can you identify all 10 things that were done differently to create this design?
This package also pulled 15% response rate, it makes money on cold mail donor acquisition. And it was mailed in last 12 months.
It also cost less than $4.00 per pack to mail. Not $5 or $6 per pack — less than $4.00.
Are you getting a 15% response rate on your premium cold mail? Or are you getting less than 5%? Is it costing more than $5.00 per pack? If yes, then call us.
We use proprietary testing data on premium direct mail from charities in 26 different countries.
To create this package for Multiple Sclerosis NSW, we used 32 different tests that were run worldwide.
Four of those tests involved just the greeting cards — including tests run on the size, shape, packaging and branding of the cards.
Several tests were used to write and design the letters — the pack actually has three letters in it.
A number of test results were used to design the reply form, the name labels, the pen and, half a dozen tests were used just to design the notepad alone.
Premium direct mail is expensive. The days of easy money from poorly designed and largely untested premiums are over.
If you can achieve greater than a 10% response rate on premium direct mail, it works great and delivers high volumes of new donors. But when premium direct mail — at $5 or $6 a package — starts pulling less than 5% or even 2%…
…it’s time to get yourself an agency that has the testing expertise and business intelligence to make premium direct mail work the way it’s supposed to work.
Some charities will give up on premium direct mail altogether. Their cash donor bases will just start to shrink, their pipelines for major giving conversion will dry up and eventually their bequest income will fall.
But smart charities will use the latest testing results from around the world and enjoy the benefits of high volume, low cost, premium donor acquisition.
Which kind of charity do you want to be?
Call us: 0418 113 796