Mail Task-Using Data to Improve Strategic Communications and ROI
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Transcript of Mail Task-Using Data to Improve Strategic Communications and ROI
It’s All About the Data…
• What is your outcome? Goal?• Discuss what you want to measure and how you want to record it
• Provide feedback• Offer suggestions• Multi-layered strategy
2015 CURRENT
11H DM H $1000+ N
11G DM SB 250-999.99 N
11F DM SB 100-249.99 N
11E DM SA 75-99.99 N
11D DM SA 50-74.99 N
11C DM SA 25-49.99 N
11B DM D 15-24.99 N
11A DM D 10-14.99 N
12 DM 5-9.99 N
13 Unsolicited (mail in no coupon, call in, walk in) VAR 25+ N
14 Unsolicted (mail in no coupon, call in, walk in) D 15-24.99 N
15A Online - Calendar donors VAR 25+ N
15B Online - and total gifts is 2 or more VAR 25+ N
15C Online - and total gift is 1 VAR 25+ N
15D MAK Online donation VAR 25+ N
16A Branch - UNADDRESSED SELFMAILER RESPONDER VAR 25+ N
16B Branch - UNADDRESSED SELFMAILER RESPONDER VAR $15-24.99 N
16C Branch - camapign IS BRF, appeal is not UNADDRESSED or OTC VAR 25+ N
16D Branch - appeal is OTC VAR 25+ N
17C National Cupcake Day participants VAR N
17D National Cupcake Day pledges VAR 25+ N
18 Telemarketing OTG VAR 25+ N
19A Lottery (and 2 or more lifetime tickets and/or donations) H 25+ N
19B Lottery (1 ticket, no other lifetime tickets and/or donations) H 25+ N
52A Terminated/Completed monthly current, no Solicit Code notes N
6MAKMillion Acts of Kindness registrants who make an Act of Kindness (not a donation) online N
Understand your Queries…
• Understand how queries think• It’s math, algebra to be more specific
• Information is funneled down• Think about your priorities
• Prepare in advance
Make Appeals work for You…
• Reporting• Appeal category
• Use Packages• Compare apples to apples
• Create a template for packages• Spend the time at the beginning of the year to save you time
Understand how the Mail Task works…
• Consider the life cycle of your data• From Export to print
• Use output queries• General and Segment tabs
What I hope you’ll take-away today…• Be an active participant in discussions
about data• Clean up, maintenance• How and where to store data• Segmentation
• Strategize and keep documentation• Find something that excites you
• and be INSPIRED
What do I do…
Envision the possibilities we can realize with donors and public education that
further the growth of fundraising and the animal welfare movement, and how we
can track and use data to accomplish this.
Sarah Martin
SarahForGood@gmail .com
ca.linkedin.com/in/SarahForGood
@SarahForGood
Before you start…• Talk to IT
• You need them
• Determine what you want to say• Email• On receipt
• Design your receipt• Test, test, test
Sarah Martin
SarahForGood@gmail .com
ca.linkedin.com/in/SarahForGood
@SarahForGood
