YOUR SUCCESS DEPENDS ON. your ability to improve annual giving. Fortunately, SO DOES OURS.

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1 YOUR SUCCESS DEPENDS ON your ability to improve annual giving. Fortunately, SO DOES OURS.

2 You know the drill. Acquiring donors faster than attrition is key for any successful annual fundraising campaign. So is increasing the frequency of giving among current donors. Concepts Direct/eCDImail can help you achieve both. As the case studies in this brochure will show, our creative + strategic blend of direct mail, and , web, and other targeted communications gives our clients the best shot at results. Because a consistent message delivered across a range of media always produces better results than sticking with just one method, no matter how tried and true it may be. Take a look at the pages that follow, and you ll see what we mean. 2

3 Annual Fund Campaign Strategy Planned Giving Execution & Results Creative Web Site 3 E-Marketing

4 Don t Don t tell donors tell donors what what they they need to do. Tell need them to do. what Tell they them want what to t do. Every non-profit organization has a personality. The same is of course true of your donors. Because donors make emotional, rather than pragmatic, decisions to give. They believe in your mission, no matter how pragmatic the argument for giving may be. The key to success, then, lies in your ability to make proper emotional connections with each individual donor. To establish and re-establish their reasons for giving in the first place. Of course, no matter how carefully crafted your communication is, your plea may fall on deaf ears if your list isn t up to snuff or you aren t tailoring the right message to each appropriate segment. Fortunately, our core strength lies in knowing how to appeal to donors and prospects at various stages in the relationship. Because when it comes down to it, the art of persuasion and segmentation matching together clusters of donors and prospects with a response-driven appeal is at the heart of everything we do. 4

5 The The check check is in is the in . the . As a fundraising professional, you know the power and accountability of direct mail. And if you ve acquired and kept donors online, you understand the value of marketing, too. The question is, have you found a way to dramatically increase donor relationships and results by combining both, strategically? We have the technology and the know-how to help you do just that. Consider this case study as an example: THE CHALLENGE Donor Acquisition Campaign % Response Comparison Under Age 4 2 % 1 % 1.64% In this segment, the increase in response was 218% Donor Acquisition Campaign % Response Comparison Over Age 4 1 %.9%.76% No A membership organization trying to attract new donors for an annual fund campaign wanted to test how direct mail would work when coupled (and not coupled) with an appeal. The only variable in this test mailing was the presence or absence of the ed message..5 % .46% No In this segment, the increase in response was 2% THE RESULTS An ed message sent to members who had not yet made a donation resulted in a 2%+ response increase over those members who received only direct mail. What s more, adding the ed message created a huge jump in response rates across all groups. Donor Acquisition Campaign % Response Comparison All Packages 2 % 1 % 2.3%.62%.64%.72% No A 4 to 1 improvement in response when combining . 5

6 More reasons to e-market Reasons to e-market with us. with us. Every direct marketing program we ve ever been involved with proves that donor acquisition and retention goes up when it s combined with a targeted direct ing effort. In fact, smart e-marketing programs always enhance bonding, web traffic and loyalty. Because it s a low-cost, effective way to stay in touch with those who mean the most to your organization with timely and intimately personalized messages. So whatever your fundraising strategy may be, we re ready to define, support or enhance it with: Database segmentation and refinement Automated blasts Opt-in list management Website development HTML programming Flash, HTML or other multimedia development Seamless integration of existing print design into HTML and rich media messaging, when combined with a solid direct mail strategy, can vastly improve response, so why would you want to just consider direct mail especially if you can improve results? 6

7 Direct mail? Or direct fail? 2.5% Donor Acquisition Campaign % Response Comparison Creative Analysis 2.39% Eon-profits rely on direct mail as a costeffective, response-driven medium that consistently produces annual gifts at an attractive cost-per-dollar raised. But over time, response new creative.33% old package Our 14 new creative packages generated a cumulative response rate of 2.39%. A 724% increase in response from the prior year. rates can dwindle and pressure non-profits to find new ways to add donors faster than attrition. The membership organizations we work with often come to us because we consistently create new ways to outpull poorly designed and executed campaigns, as this example illustrates: Donor Acquisition Campaign New Donor Comparison Creative Analysis THE CHALLENGE After years of mailing #1 closed-face packages 1, 5 95 with a bland annual fund message to nondonors with their previous direct mail agency, the client considered eliminating donor acquisition mailings altogether. At the last moment, we convinced the client to give us one shot to outperform their previous year s.33% response rate while at the same time, reducing costs. THE RESULTS After presenting a new list segmentation strategy and 14 new creative packages, we increased nondonor response by over 724%, and increased new donors by over 1,1%. Most importantly, the client s cost per dollar raised dropped from $2.76 to a mere $.89, generating a small net profit. 77 Our Donor acquisition campaign helped this client get 95 new Donors, compared to only 77 new Donors from the prior year. $3 $2 $1 Donor Acquisition Campaign Cost-per-Dollar Comparison Creative Analysis new creative $.89 new creative old package $2.76 old package The client s cost-per-dollar raised dropped from $2.76 to $.89. 7

8 More reasons to have us More reasons to have us develop develop & implement your & execute your annual campaign. direct mail. Many years of experience communicating to both donors and prospects has taught us what works and what doesn t. And after mailing thousands of different direct mail packages, we feel confident in suggesting the best, most cost-effective ways for your organization to communicate with your VIP s, Donors, Planned Gift Contributors, LYBUNTS, Non-Donors, Parents, Members, and Friends always mindful to match the right message to the right person to maximize response. Each month, we plan, create, print and mail thousands of pieces of direct mail and deliver all of the following services: Intelligent, effective, and differentiating design and copy Market/list segmentation and analysis Full production, pre-press and printing High-speed laser personalization Inserting and mailing, Comprehensive results analysis 8

9 Donor Acquisition Campaign % Response & Contribution Getting more by asking less? 1% $12, T o determine the best ask strategy for an acquisition campaign, we tested a high ask amount range that went up to $1, and an ask amount within the historical range of first time gifts. Response nearly doubled and gifts were more than four times better using giving history..5% $5, High Ask Historical Range A 26% difference in response, a 49% difference in gifts. Self-mailer or personalized letter? A local hospital had been using self-mailers for years to rejuvenate Lapsed Donors. We encouraged them to test the power of personalization in their Annual Fund campaign which not only reduced their per piece cost, but outperformed the self-mailer 7 to 1. 3% 2% 1% Lapsed Donor Campaign % Response Comparison 3.4% Personalized Letter.4% Self-Mailer The increase in results was 76%. Do lift notes lift results? y adding an additional component to this direct mail package it enabled our client to mail more deeply and more frequently into a new list of friends sympathetic to their cause. The carefully crafted lift note helped sell the appeal, producing slightly greater response and virtually doubling contributions. 2% 1% New List Campaign Results Comparison 1.57% $4, % $9,382 $1, No Lift Note Lift Note The Lift Note more than doubled the total amount of gifts, producing a whopping $9,382 in donations and increased response by 25%. $ $5, 9

10 Response-driven marketing. O ur direct marketing capabilities are without limits. We will help you capitalize on your annual giving campaign by clearly reflecting your organization s mission, by creating a sense of urgency to respond, and inviting larger gifts. Afterall, the battle for gifts isn t waged in a boardroom, a cubicle, or a telephone. It s waged inside your donors hearts and minds. Because effective annual giving depends solely on how individual donors think and feel about your non-profit organization by establishing and re-establishing their reasons for giving in the first place. 1

11 Okay, so are fundraisers Okay, the so only are people fundraisers we do the only people we do business with? with? No, but non-profits are our favorite people to do business with. Like you, we re enamored by good causes, finding enormous satisfaction in helping our clients to attract and retain other like-minded, generous individuals. And because we believe in what our clients do, we re able to put our full weight behind our creative and strategic development. That said, we serve everyone from software developers and furniture distributors to youth athletic organizations, financial institutions, fraternities, sororities and a host of other membership organizations and non-profits. Anyone who needs help developing better strategies, more compelling creative, and enhanced results through direct response marketing. The question is (and you knew this was coming), when can we begin doing the same for you? 11

12 printing premiums photography catalogs membership cards magazines telemarketing fulfillment premiums envelopes letters reply forms results analysis ncoa database maintenance renewals kim communication strategy e-thank you s brochures pocket folders award winning ads annual reports recency frequency monetary postage savings daisy web design copy graphic design electronic proofs list segmentation new donors fund raising increased average gift amount thomas internet direct mail results creative opt-in web printing personalization newsletters mail shop giving clubs acquisition storm sheet fed printing new technology photography catalogs membership cards magazines telemarketing fulfillment premiums envelopes letters reply forms results analysis ncoa database maintenance renewals lists communication strategy e-thank you s brochures pocket folders ads direct response annual reports recency frequency monetary postage savings planet code web design copy graphic design electronic proofs segmentation donors fund raising commingling opt-in web printing personalization brittany mail shop giving clubs acquisition donor retention sheet fed printing copywriting photography catalogs membership cards magazines telemarketing fulfillment premiums envelopes letters continuous forms results analysis ncoa database maintenance renewals list rentals 225 east main street suite 2 richmond virginia t f

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