The following are some highlights from the recent annual eNonprofit benchmark study, authored by M+R and NTEN, as well as the Convio online benchmark study.
First, some interesting stats:
To kick off our new Best Practices section of FYI, let’s run through Avalon’s 10 essential elements of direct marketing testing, and tips for setting up a good test:
Having recently submitted Avalon’s Maxi entries (the Direct Marketing Association of Washington’s Marketing Award for eXcellence and Innovation), I’d like to share a few of our client success stories we’re most proud of:
Avalon’s always believed that the personal touch of telemarketing is the best way to approach deeply lapsed donors, and the Kennedy Center’s target audience was no exception, with 13-96 month lapsed members and the majority of the file (73%) inactive for three to eight years.
Knowing how long these donors had been away, and to create a natural conversation, we timed the campaign to coincide with the Kennedy Center’s new season announcement. The script piqued the prospects' interest by highlighting upcoming Kennedy Center performances first, and then presenting the philanthropic case for support. We also discounted membership levels by 20% to reactivate those members who might have missed the benefits of membership.
Here’s what we’ve seen and heard this month:
Avalon’s Allison Porter, Amy Padre, Bill Tucker, and I attended this year’s annual Nonprofit Technology Conference – always an interesting gathering of charities and techies – here are some of our takeaways: