Direct Marketing Multiple Vendor Environment Presented by Arminta Watkins, Pendel Division

EPA Single Vendor

Segmentation performed by the vendor Appeals and strategies limited to those offered by single vendor Testing limited to vendor strategies and appeals

EPA Vendor 1Vendor 2Vendor 3Vendor 4Vendor 5Vendor 6

Segmentation performed by TSA Variety of appeals and strategies offered by multiple vendors Unlimited testing of strategies and appeals across multiple vendors

Improved acknowledgment process that increases bounce back income Cultivation & Stewardship program that improves donor retention

What a difference it makes!

Basic – Retention at or below industry standard Comprehensive – Retention above industry standard  Prayer Request Card  Custom Handwritten Notes ($1k+)  Prayer Request Card  Custom Handwritten Notes ($1k+ daily)  Handwritten Notes ($250-$999 weekly)  Milestones Recognition  Miss You Cards (lapsed donors)

Donors respond to the brand first The message has to fit the need TSA has a variety of needs

 Consultant ◦ Set cost per thousand ◦ Includes concept ◦ Includes design ◦ Includes testing ◦ Includes backend analysis  Printer/Mail House ◦ Price based on cost of materials ◦ Excludes concept ◦ Excludes design ◦ Excludes testing ◦ Excludes analysis

Having the “right” tools to do the job Diversified options to meet our needs Spending donor dollars wisely Increased knowledge base

High Five to the Best Strategies or Packages

Goal: Increase Number of Donors Acquired New River Communication’s Brass CD Package 13,183 New Donors

Goal: Acquire Donors with High Average Gift Summit Marketing’s “Thank God” Appeal $42.75 Average Gift

Amergent’s Christmas Loyal Donor Appeal

YearGrossAverageDonorsResponse First$312,161$ % Second$338,021$83.364, % Third*$394,588$93.204, %

Grizzard’s “Yes! Fund” Appeal

SeasonGrossAverage GiftResponse Rate Winter$70,704$ % Summer$69,270$ %

TrueSense’s Quarterly Digital Plan

 Cost: $8,500  Plan Includes: Creatives, Setup of Appeal Pages, Loading Addresses, Deployment of s, Analysis  Time Frame: October through December  Number of s: 13  Return on Investment: $80,733!!!!

New River Communications Thinks Outside the Box

YearGrossMailedDonorsCostNet%Avg.CRD 2014$96,22556,6642,550$33,191$63, %$37.74$ $166,27457,7583,343$35,123$131, %$49.74$0.21

Consumers win when vendors compete Competition -- Natural demand for excellence