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Here is a copy of my presentation to the KCDMA on our campaign that won "Most Bang for the Buck." The video is the best part. Feel free to sing along.
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Holiday CampaignBenefitting Operation Breakthrough
Most Bang for the Buck
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Intro to Mail Print
Simplifying the complexity of direct marketing
Core competencies• Variable data for print,
mail and email• Print automation• Marketing
Communications Portal
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Intro to Operation Breakthrough
Operation Breakthrough serves more than 670 children daily with a waiting list of 1,000 children
• Largest single-site child care facility in Missouri
• In addition to child care, they also provide therapy, dental and medical care and parenting education
Of the children they serve:• 25% are homeless• 25% are living in foster care• 98% live below the federal
poverty guidelines
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How We Help
• Ten year mutually beneficial relationship• Printing and mailing to support their fundraising efforts
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How We Help
• Mail Print employees provide support through fundraising, donations and volunteering
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What We Receive
• Many new “short” friends• The means to witness
the miracle of a child who has been taught to love and nurture• A deeper purpose that
drives our continual innovation and success
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Holiday Campaign Goals
• Wish our clients a happy holiday• Demonstrate our variable data, Personalized
URL and print capabilities• Highlight a side of Mail Print that is rarely seen• Raise awareness of Operation Breakthrough and
give the opportunity for individuals to learn more and possibly donate
• There were no response rate or financial goals
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Audience & Timing
Target Audiences:• Current clients• Warm Prospects
Mailed the beginning of December
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Tactical Components
Direct Mail
Variable data direct mail piece with Personalized
URL link
Variable data direct mail piece with Personalized
URL link
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Tactical Components
Personalized URL
Personal welcome and gift selectionPersonal welcome and gift selection
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Tactical Components
Personalized URL
“Share Your Story” message board
for additional interaction
“Share Your Story” message board
for additional interaction
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Tactical Components
Personalized URL
Operation Breakthrough overview and
success stories
Operation Breakthrough overview and
success stories
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Tactical Components
Follow-up Email
“Thank you” email with Mail Print &
Operation Breakthrough
results
“Thank you” email with Mail Print &
Operation Breakthrough
results
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Results
• 22% of recipients went to their PURL • Many wrote a holiday story on the message board
• Mail Print representatives were overwhelmed by calls and positive reactions to the campaign
• Financially, the campaign contributed to the acquisition of six highly-valuable new clients
• Operation Breakthrough saw an increase in online donations immediately following the mail campaign
AND…650 happy childrenAND…650 happy children
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What We Know
“… it is in giving that we receive.”
-Prayer of St.
Francis