Two campaigns are worthy of Show & Tell bragging rights this month – one direct mail appeal and one online appeal …
The Galapagos Conservancy
faced a quandary at year-end. Due to expense budget restrictions, the Conservancy’s high-dollar ($1,000 +) Ambassador members were mailed a mass-produced version of the low-dollar effort. Accustomed to high-end, high-touch mailings with substantial requests for support, sending this high-dollar file a version of the low-dollar effort presented a risk in terms of package quality concerns and the ultimate need to meet revenue goals. In order to boost response, additional personalization and first class postage were added.
What did we learn?