New Direct Mail Campaign Promoted an Offer that Donors Couldn’t Refuse
PLYMOUTH, MA — August 4, 2016 — DMW Fundraising received a 2016 MAXI Award for its work on the “It’s Time to Give Package” for 88.9FM WCVE Richmond Public Radio. The submission won in the Nonprofit Renewal category.
Public media organizations often rely on generous gifts from members over and above their annual membership renewal. These additional gifts allow the station to purchase and produce the diverse and extensive programming their supporters expect from public media.
However, recent campaigns to entice subscribers to give more were failing to bring in the desired results. With concerns of possible package fatigue, it was decided that a new approach was needed.
DMW Fundraising developed an entirely new package and campaign strategy for WCVE using the hook, “It’s Time to Give.” Rather than use direct mail to complement the on-air pledge drive, the direct mail package was sent well in advance and made recipients a unique offer: if enough listeners joined as members or sent additional gifts as part of this special campaign, there would be fewer programming interruptions during the upcoming fall campaign pledge drive.
Both the agency and client partnered to execute an integrated, multichannel strategy. DMW Fundraising’s direct mail campaign was supplemented with an extensive online effort by WCVE, including multiple email solicitations and an active presence on social media.
The results of the new mailer versus the previous year’s control package were exceptional. WCVE saw a 138% lift in the lapsed response rate and a 174% lift in the gross revenue per piece mailed to the lapsed segments. This package lifted add gift results as well, boosting response by 31% and gross revenue per piece mailed by 47%.
“We’re very proud to receive the MAXI Award for our work with WCVE Richmond,” said Debbie Merlino, President of DMW Fundraising. “We didn’t just update the design, but took a new strategic approach that included a compelling new offer. That extra effort, combined with WCVE’s digital marketing outreach, surely made the difference.”
The 2016 MAXI Awards are organized by the Direct Marketing Association of Washington. A banquet to honor award winners was held on July 13 in Washington, DC.
About the MAXI Awards
Established in 1979, the MAXI (Marketing Award for eXellence & Innovation) Awards program recognizes and honors outstanding achievements in the field of direct marketing. Submission campaigns’ results carry more weight than any of the other scored criteria. All entries are judged on results, strategy, copy, design/format, production, and innovation. Each entry is judged three times by local judges and one time by an out-of-town panel of judges. Learn more at www.dmaw.org/maxi.
About DMW Fundraising
DMW Fundraising is a direct response agency that assists regional non-profit organizations in realizing the full potential of their fundraising and membership programs. The agency specializes in developing inspiring individual donor programs through direct mail, digital and integrated campaigns. Our services include strategic planning, creative development, prospect list services and comprehensive production and campaign management as well as results analysis. To learn more about DMW Fundraising, please visit www.dmwfundraising.com.
For more information or to schedule an interview, please contact Jeff Meyers at firstname.lastname@example.org or (856) 651-8978.