The Case for Print

in a New Media World

Ingrid Steiner �The Castle Press

310-824-5201 � ingrid@castlepress.com

Who You are Dealing With

They are liberal spenders who go for all the bells and whistles. They purchased 50% of all luxury vehicles and 80% of all travel.

They change brands as frequently as under-40 consumers

80% say they will continue to work into their 60s, and many will go back to school, start a business, or take on a second career in retirement.

Health and fitness play a major role in their lives

What you are dealing with…

78% of all people read their mail over a trash can.

USPS/DMA Survey

What you are dealing with…

The industry average for direct mail marketing is 1.3% response rate

Typical response rates can vary between .3% and 3.4%

What is your average response rate?

Direct Marketing Association

Nonprofit Direct Mail Expenditures(in millions)

Social Services $2,666

Membership Organizations $2,414

Educational Institutions $497

Museums and Galleries $96

What’s in the Customer’s Mail Stream

First Class Mail

Bills, invoices or premiums 12.5%

Advertising 8.1%

Financial Statements 4.7%

Invitations or announcements 2.1%

Notices of orders 2.1%

Insurance Policies 0.9%

What’s in the Customer’s MailStream

Personal Mail

Greeting Cards 2.7%

Letters 0.7%

Invitations 0.4%

What’s in the Customer’s MailStream

Standard Mail and Periodicals

Flyers and Circulars 17.3%

Magazines and Newsletters 4.3%

Catalogues 14.5%

Letter Size Direct Mail (other than nonprofit)23.1%

Postcards 7.1%

Donation Requests 3.8%

Nonprofit General Information 2.3%

Who is Using What?

Nonprofit Education

Direct Mail 91% 70%

Email 50% 70%

Internet Display 19% 30%

Telephone 41% 15%

Magazine Space 6% 15%

Inserts 9% 10%2010 DMA Response Rate Report

Media Effective on Nonprofit Contributions

Direct Mail 59%

Word of Mouth 41%

Church/Worship 40%

Telemarketing 21%

Telethon 20%

Internet 16%

Infomercial 9%

Junk Mail?

95% sort through their mail the day they bring it in

79% bring in their mail the day it’s received

50% say they look forward to discovering the mail each day

Why Mail?

Mail gets your message into waiting hands

Mail takes you to the person in charge

Mail boasts a loyal readership

Useful mail performs distinct tasks. Users have identified three “jobs” they would like their mail to perform. Browsing for new consumption/donations

Managing the home

Overseeing finances

Why Mail is important in Planned Giving

Pass the message on to someone else, like a financial advisor, estate attorney, or favorite friend.24% pass the mailing along to someone else

23% save the mailing for future reference

13% visit a related website

More reasons…

Did you ever wish you could build enough versions of your website to go with all of the monitors and browsers out there?Mobile sites

With paper you control the content, fonts, color, size, shape and texture.

More reasons…

Print is believable and binding.

Anyone with a PC and an opinion can publish on the web.

Email scams.

With paper there is no waiting for images to download.

There’s no logging on or finding a connection. There’s no scrolling.

Paper is still more legible, easy on the eyes and generally more reader friendly.

Focused Research

When asked, bequest donors say that an organization’s published materials were the most frequent source of information about such gifts, followed by legal/financial advisors, family and friends, and through a visit from an organization’s representative.

They further cited mailed communications, advertisements in the organization’s literature, and presentations as the most appropriate routes for the promotion of legacy giving.

There’s science behind it

This research strongly suggests that greater emotional processing is facilitated by the physical material than by the virtual. The “real” experience that the physical media provides means it’s better at becoming part of memory. It generates more emotion, which should help to develop more positive brand associations. The real experience is also internalized, which means the materials have a more personal effect, and therefore should aid motivation.

Millward Brown called Using Neuroscience to Understand the Role of Direct Mail, 2011

Feeling Comfortable

86% believe envelopes provide a safe and secure private vehicle for communication

84% believe that paper correspondence in an envelope is a trusted way to leave a memorable impression.

Print bridges the gap between the real and

digital worlds

Desired Outcomes

Via Direct Mail Campaign92% Donation4% Sign Up for Free e-newsletter/custom publication4% other-------------------------Via Email Campaign62% Donation31% Visit to the website8% Sign Up for Free e-newsletter/custom publication-------------------------Via Telephone Campaign91% Donation9% Other

2010 DMA Response Rate Report

Do Not Mail

Berkeley, CA

The City Council considered a non-binding resolution that "urges" the California State Legislature to adopt a Do Not Mail registry. The Council has since decided not to pursue the resolution further.

Do Not Mail Lists

DMAchoice.orgDo-not-mail file

DMA members must suppress

Name remains on the list for three years

Includes nonprofit organizations

Deceased list

Caretaker’s list

Contact the organization directlyAdhere to the donor’s/prospects wishes

Internally tag people for do not mail

Targeting

1. Pre-Campaign testing2. Test your message and lists on a segment

of the total population3. Develop Objectives4. Analyzing your ROI in relation to your

predetermined objectives5. Ongoing Campaign Testing6. Test the existing campaign against new

messages, campaigns, and audiences7. Keeping your lists clean

Keeping Your Lists Clean

Start Internally

• Data Entry--Train, follow up on phone calls or written requests. Lockbox issues.

• Clean it up

• Deduping (husband and wife going to the same school—individual or same)

• Practice list profiling

• Establish regular cleansing at regular intervals

The importance of keeping your list clean

What it should contain

Direct Mail should beSimple and to the point

Free of technical language

Introduce a maximum of 2 concepts/points

Include a call-to-action in every marketing piece

Check-off boxes

Phone numbers

Website addresses

Reasons that Compel Consumers to Open their Direct Mail

Timing of the piece arriving coinciding with the need for service/product

67%

Name on the front of the envelope 66%

The package looks interesting 60%

A special offer or discount 54%

The package looks important 52%

Feel something in the package 51%

A free gift inside 42%

Dated material enclosed 35%

Postage, because everyone always asks

Effectiveness Rating for Fundraising based on a rating of 1-5 (least to most effective)

Indicia 3.20

Metered Postage 4.13

First Class Stamps 4.29

Presorted Stamps 3.88

Secret to Success

Create a schedule of all interactions, emails, mailings,

special events.

What’s Hot…

Digi-mail: Texting and QR codes have made direct mail a physical adjunct to digital

Odd-sized mailings: From dimensional and die-cut shaped mail; mail today offers a variety of impactful consumer experiences

Cross purposing: Using transpromotional marketing techniques

Analytic converters: Real time data on preferences

Personalized Mailers: You now have the ability to drop in photos and entire blocks of text based on consumer data points

Postal: track communications, from their induction into the mail streamto in-home delivery

Cross Media Marketing

Provide your target audience a variety of response mechanisms to alert you to their interest.

You must be able to identify the responder and capture enough contact information so that you can follow up. It does no good to count the number of web page hits if you can’t communicate with individual constituents and eventually record their interests in making gifts and their future actions. The ability to obtain and report on these key contacts and expected gift amounts help to make the case for planned gift program expenditures.

In Synch…

Marketers who planned their campaigns by delivering highly personalized messages via multiple messaging channels at precisely synchronized intervals can achieve nearly four times the revenue of marketers who didn’t use a data-intensive approach.

Intelisent, 2012

Are they using it…

How to Track Cross Media Marketing

Tracking mechanisms will offer clarity. Direct targets to a campaign landing page

rather than your company’s home page. Go a step further by creating personalized

URLs for each individual. Include an e-mail address created for the campaign.

Incorporate tracking codes on everything; self-addressed reply cards, forms or envelopes.

Ask recipients what piece prompted them to call.

Personalization Drives Response

Simple Personalization (name and address)

Overall revenue/profit increase 23.4%

Order size/value increased 20.7%

Response rate increased 20.5%

Info Trends, The Future of Direct Mail

A Success Story

Another Success Story

Robert Morris UniversityRobert Morris University

RMU4You SiteRMU4You Site

Welcome PageWelcome Page

Survey PageSurvey Page

Update ProfileUpdate Profile

Thank You (Attending) PageThank You (Attending) Page

Difficulties

It is often difficult to get reliable, accurate information on planned giving donors, as between 70-90 percent of all bequests are unknown to the charity until after the donor’s death.

So…

You want to Target

Test

Conduct Focus Groups

Ask your donors what they like and don’t like

And Remember…

Do not create just to create.

Just because it’s there doesn’t mean you have to use it.

You need an integrated marketing plan that is right for your organization

and one that is sustainable.

Questions?