Direct mail for membership
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Direct Mail for Membership What Works? What’s New? YES! Direct mail still works, it is not dead, keep doing it! Lists - Still 60% of the success or failure of a campaign - Need list of joiner, people who have had an experience at your organization, known donors to the arts, culture, conservation or missions like yours - In house list, or names collected by you – classes, ticket buyers - List consortiums will give you the most ardent supporters - List trades are #2 after your own compiled lists - List rentals of response oriented people – catalog buyers, members of like causes, subscription people - Modeled lists - If a list works, keep using it! Creative - Direct mail should reflect who you are! - If you are an art museum, get creative – if you are a zoo, you are animals, if you are a nature org, look natural! - Test creative – full color vs. more institutional - Use of color is dictated by who you are appealing to – new members, have to make it pop – current members for annual fund or upgrade – 4 color looks like acquisition, they will think you don’t know who they are - Appeals to existing members, more sedate, less expensive, you don’t have to wow, just be personal - Standard formats still work – letter, reply brochure, carrier envelope and return envelope – don’t do self
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A Roundtable presentation at the 2013 AMMC Membership Manager's Conference
Transcript of Direct mail for membership
Direct Mail for MembershipWhat Works? What’s New?
YES! Direct mail still works, it is not dead, keep doing it!
Lists- Still 60% of the success or failure of a campaign- Need list of joiner, people who have had an experience at your organization,
known donors to the arts, culture, conservation or missions like yours- In house list, or names collected by you – classes, ticket buyers- List consortiums will give you the most ardent supporters- List trades are #2 after your own compiled lists- List rentals of response oriented people – catalog buyers, members of like causes,
subscription people- Modeled lists- If a list works, keep using it!
Creative- Direct mail should reflect who you are!- If you are an art museum, get creative – if you are a zoo, you are animals, if you
are a nature org, look natural!- Test creative – full color vs. more institutional- Use of color is dictated by who you are appealing to – new members, have to
make it pop – current members for annual fund or upgrade – 4 color looks like acquisition, they will think you don’t know who they are
- Appeals to existing members, more sedate, less expensive, you don’t have to wow, just be personal
- Standard formats still work – letter, reply brochure, carrier envelope and return envelope – don’t do self mailers or post cards unless you test and do a backend analysis!
Offers- Make them an offer they can’t refuse! But don’t give away the store!- Discounts, premium items, events – either/or all of the above- Crazy discount offers are waning - TEST to see what works- QR codes can sweeten the deal – a special offer if they click here join now!
o Capture valuable info and keep going back to themSpecial scenarios – use of mail is specific to eachAcquisitionLapsedUpgradeAnnual FundRenewals
