Are you losing money on direct mail donor acquisition? Call us.

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

Derek@Ask2.com.au

www.Ask2.com.au

Donor Experience, Donor Identity and Premiums

Looking for a way to improve your donor’s experience with your organisation? Would you like them to identify more closely with your work? Then use premiums.

Premiums engage your donors physically and they bring you into the donor’s actual everyday life.

Pens, notepads, t-shirts, greeting cards, tote bags, these things might seem trivial and costly, but they engage your donors in ways that fundamentally transform both the donor experience and the donor’s identity with you.

They enter the donor’s life and end up on their refrigerator, tucked into a purse, or sitting on their desk.

Premiums end up in people’s wardrobe, adorned to their cars and key rings, and when designed and styled attractively and presented in a retail manner, they become valued objects. Donors become proud to be associated with them.

You can literally design a complete collection of branded and unbranded premiums for their entire journey with you — from the hat down to the socks, with matching bag, t-shirt, scarf, tea-towel, tea bags, pen, notepad, key ring, sewing kit, seeds, gardening gloves, monogrammed stationary, backpack, sunnies, jumper, umbrella, pillows, blankets, and even knickers — the whole kit and all of it personalised with the donor’s name on it.

At each one of these touch-points along the journey, you measurably raise more money.

Premiums are measurable, test-able, sustainable and scalable over time. And the possibilities are infinite. There will always be demand from donors for new and innovative premiums. New premiums are constantly emerging.

The best way to start this journey with your donors is right at the start. If your direct mail donor acquisition design is not pulling at least 10% response, give us a call and we can show you how.

A high performing premium direct mail donor acquisition package, pulling more than 10% is the fastest, most cost efficient way to grow and engage your donor database. If you are currently getting only 5-6%, or even as low as 2-3%, we can turn that around for you.