Direct mail is a great conversation starter for cross-media campaigns

By Elise Hacking Carr

CASE STUDY:  Cross-Media Fundraising  Campaign

Situation: A distributor needed a standout fundraising solution for one of its non-profit clients, which awards up to $20,000 in clinical research grants each year. The annual research campaign traditionally launches in early February, with the goal of raising $25,000 by December 31.

Challenge: Historically, the research campaign had been run out of the nonprofit’s office with a PC and an office copier. Building donor loyalty is critical for nonprofits seeking to maintain or expand programs. While every nonprofit seeks donations, crafting a special appeal for a targeted purpose can increase donations regardless of economic climate. The distributor wanted to offer its client a solution that would engage new and existing donors.

Solution: Using the client’s existing database, the distributor revamped the nonprofit’s appeal with a direct mail-driven cross-media campaign featuring the InteliMailer letter package with full-color images, personalized messaging, business response envelope and a personalized URL (PURL) configured to accept online donations.

Nonprofit Results: The early response from the fundraising campaign is producing eye-popping results. The nonprofit has seen a 36 percent response rate to its appeal, with $23,056 raised in the first month and an ROI of 1,412 percent.

*Case study provided by Ed Glaser, chief marketing officer,  AccuLink.

Industries across the board have built quite a collection of buzzwords over the last few years. When a phrase becomes obsolete, it's immediately replaced with something better—or in market speak, "the next big thing." It's a reality that will continue as long as companies frantically seek to reinvent themselves to keep pace with change.