Transforming Direct Marketing Strategies for Better Results
Explore how direct marketing in a multiple vendor environment, managed by Arminta Watkins from Pendel Division, offers enhanced segmentation, appeals, and strategies. Comparing single vendor and multiple vendor approaches, witness improved income, donor retention, and acknowledgment processes. Discover the impact of prayer request cards, handwritten notes, and comprehensive retention strategies on donor engagement and response rates.
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Presentation Transcript
Direct Marketing Multiple Vendor Environment Presented by Arminta Watkins, Pendel Division
Single Vendor EPA
Segmentation performed by the vendor Appeals and strategies limited to those offered by single vendor Testing limited to vendor strategies and appeals
Vendor 1 Vendor 6 Vendor 2 EPA Vendor 5 Vendor 3 Vendor 4
Segmentation performed by TSA Variety of appeals and strategies offered by multiple vendors Unlimited testing of strategies and appeals across multiple vendors
Improved acknowledgment process that increases bounce back income Cultivation & Stewardship program that improves donor retention
Prayer Request Card Custom Handwritten Notes ($1k+ daily) Handwritten Notes ($250-$999 weekly) Milestones Recognition Miss You Cards (lapsed donors) Prayer Request Card Custom Handwritten Notes ($1k+) Basic Retention at or below industry standard Comprehensive Retention above industry standard
Donors respond to the brand first The message has to fit the need TSA has a variety of needs
Consultant Printer/Mail House Set cost per thousand Includes concept Includes design Includes testing Includes backend analysis Price based on cost of materials Excludes concept Excludes design Excludes testing Excludes analysis
Having the right tools to do the job Spending donor dollars wisely Diversified options to meet our needs Increased knowledge base
High Five to the Best Strategies or Packages
Goal: Increase Number of Donors Acquired New River Communication s Brass CD Package Goal: Increase Number of Donors Acquired 13,183 New Donors
Goal: Acquire Donors with High Average Gift Summit Marketing s Thank God Appeal Goal: Acquire Donors with High Average Gift $42.75 Average Gift
Year Year Gross Gross Average $76.42 Average Donors 4.085 Donors Response 24.98% Response First $312,161 Second $338,021 $83.36 4,055 21.34% Third* $394,588 $93.20 4,234 21.84%
Season Season Gross Gross Average Gift Average Gift Response Rate Response Rate Winter Summer $70,704 $69,270 $38.93 $36.86 5.72% 5.42%
Cost Plan Includes Appeal Pages, Loading Email Addresses, Deployment of Emails, Analysis Time Frame Number of Emails Return on Investment Cost: $8,500 Plan Includes: Email Creatives, Setup of Time Frame: October through December Number of Emails: 13 Return on Investment: $80,733!!!!
New River Communications Thinks Outside the Box
Year Year Gross Gross Mailed Mailed Donors Donors Cost Cost Net Net % % Avg. Avg. CRD CRD 2014 $96,225 56,664 2,550 $33,191 $63,034 4.50% $37.74 $0.34 2015 $166,274 57,758 3,343 $35,123 $131,151 5.79% $49.74 $0.21
Consumers win when vendors compete Competition -- Natural demand for excellence
