Direct Response: Testing Opportunities for 2010

As we enter the New Year, the Schultz & Williams Direct Response Team was asked what direct mail tactics they have tested and would suggest trying in order to enhance your own fundraising efforts in 2010. Here’s what they had to say…

Color. “Color-printing has become so inexpensive and accessible that it’s easy to add to any direct mail package. But, is it the right thing to do? In our testing, two-color packages are consistently beating four-color formats,” Mike DiBiase, Production Assistant.

Photos. “In e-mail communications, adding the signer’s photograph is boosting click-through and donation rates,” Christina Kukelhaus, Account Coordinator.

Lapsed Contributor Package. “Direct mail packages specifically written for lapsed supporters are consistently beating other approaches, including appeals versioned to their donor status,” Laura Esposito, Creative Director.

Recent Donors. “Are you nervous about adding your newest donors to your next appeal? Don’t be. This is often your most productive segment,” Mary Schultz, Production Manager.

Online Donation Form. “Optimize your online Response Form to minimize abandonment rates and increase completed transactions. Things to test: adding your case for support, larger ask amounts (online gifts are often bigger, so don’t be shy!) and the direction in which ask amounts are listed. Some organizations are seeing improved results with a horizontal gift string versus a vertical one,” Melissa Weigel, Account Executive.

Design for the Medium. “Testing is showing that an e-mail push in support of a direct mail package is a must! But online components might not look exactly the same as the print components.  While they should tie together visually and conceptually, you might have to vary the design to ensure that the creative is the best fit for the platform.  For instance, testing has shown that a more traditional typeface (such as Courier) works well on printed pieces, but a more modern sans serif typeface (such as Helvetica) works better online. Make sure to test this for your own audience,” Jeff McKay, Digital and Graphic Designer.

Website Support. “More and more, direct mail and e-mail communications are serving as outbound vehicles, and websites are where the gifts are being fulfilled. Test updating your homepage to reflect your current fundraising campaign, so donors and prospects see the same messages and images they received in the mail,” Samantha Prestia, Account Executive

Mail Reply Form. “Too often reply forms are crowded with information that many organizations want but don’t necessarily need. Do you really need a phone number? A birth date? Test these carefully—additional requests often depress response,” Erica Avery, Graphic Designer.

Mail Dates. “It’s never too soon to start thinking about year end! Make sure you maximize your efforts—especially online—during the last few weeks of the year,” Liz Velardi, Traffic Manager.

Personalization. “Looking to reduce costs? Personalized letters on acquisition and low-dollar mailings are often not worth the extra expense. Personalization is a must for high-dollar donors and on all reply slips, but not necessarily on lower-end mailings,” Becky Zahrly, Analyst and Senior Membership Consultant.

Premiums. “I love premiums as much as the next direct mail professional, but they are often expensive endeavors and do not always boost response. In today’s economic landscape, even your most tried-and-true premium control package begs retesting. In fact, one S&W client is seeing a higher response rate on a non-premium format than on its premium control counterpart,” Jessica Harrington, Vice President.