Case for Enhanced Marketing. Copyright All Rights Reserved

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1 Case for Enhanced Marketing Copyright All Rights Reserved

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3 Marketing Challenges Average or below-average alumni participation rates and donor retention Poor response rates and low net dollars raised (but high average gifts) Concerns with engaging young alumni Common, plain-text, #10 mail packages One size fits all messages Lack of incentives to entice alumni to participate or give Staff frustration with some/all of the above

4 Marketing The New AMA Definition (2004) Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing relationships in ways that benefit the organization and its stakeholders.

5 Customers buy for their reasons, not yours. - Orvel Ray Wilson

6 You can say the right thing about a product and nobody will listen. You've got to say it in a way that people will feel it in their gut. Because if they don't feel it, nothing will happen. - William Bernbach

7 The secret of all effective originality in advertising is not the creation of new and tricky words and pictures, but one of putting familiar words and pictures into new relationships. Leo Burnett

8 Opportunities are often missed because we are broadcasting when we should be listening.

9 How can we incorporate true marketing and direct marketing into our direct mail fundraising?

10 First Engage Your Alumni En gaging (adj) Charming or pleasing in a way that attracts and holds the attention.

11 Engagement Strategies Exciting outer envelopes, in atypical sizes, shapes and colors, with a bulky feel, and with strong, creative teaser copy Multi-part mail campaigns, to reinforce the message Premiums & Programs

12 Second Deliver information, products & services Relevant to your Alumni Rel e vant (adj) Having a bearing on or connection with the subject at issue.

13 Advertising Campaign Sample Welcome Edition

14 Advertising Campaign Sample Finals Week

15 Advertising Campaign Sample Graduation

16 Relevancy Strategies Information relative to their school, class, era, interests, giving preferences, etc. Front-end premiums (Freemiums) that have perceived value, and engage them and bring them back to campus Informative letters and other inserts that speak to their past experiences, and how they can mold the school s future Charts & graphs to explain how their donations are being spent

17 Third Give alumni sense of ownership Ow ner ship (n) The fact or condition of being an owner of something.

18 Ownership Strategies Convey a perceived value in helping the institution to grow the one that they trusted for their higher education. Communicate with a bit of a warm & fuzzy feeling, that pushes their pride buttons. Show-me-that-you-know-me messages, that resonate with alumni young or old A feeling of ownership creates alumni evangelists

19 Finally Reinforce your messages By Reinforcing our messages, in an effort to ultimately get them to the last stage of the relationship mapping, ADVOCACY

20 Sample Analysis Start viewing your direct mail through a different lens!

21 The Common Contact

22 The Better Contact

23 The 3-Second 3 Rule DMA studies show that 3 seconds is all your alumni have to decide whether or not to open your mail. Mail that gets opened features Bright, attractive colors Bold graphics and branding Windows that give a sneak peek of what s inside Relevant Messages

24 Why Premiums Work People have a natural inclination to reciprocate when they receive something they believe has value People are more inclined to participate or donate with/to an organization to which they have an affinity Premiums with a perceived value help cement the relationship between alumni and the organization (they sent me something!)

25 Why Continued Premium-based appeals are uniquely capable of reconnecting Alumni to their school. A picture, we are told, is worth a thousand words. Items such as greeting cards, calendars, address labels, etc., and can carry multiple visual representations of what an organization stands for, will present your school in a way that words alone cannot.

26 Why Continued Think of how difficult it is for the alumni recipient to throw away or return something that is useful, relevant and perhaps even personalized Combine that with the fact that since it is from their alma mater, it connects them a difficult combination for an alum to refuse

27 Sample That Work Discussion Many slides in this presentation compliments of YellowFin Direct Marketing,

28 Questions? Copyright All Rights Reserved