We all have things we like and don’t like. Pineapple on pizza? I like sweet and salty flavors together, but this combination is not for me! However, I know someone out there must like it or it wouldn’t be on menus everywhere.
The same idea applies to direct mail. At Allegiance, we let the data tell us what people will respond to – not our personal preferences. “Why This Works” will examine why two of our top-performing classic packages have earned that status.
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Action – The yellow package! Let me start by saying, neon yellow is not my favorite color. However, what we know is that Action is the top responding Classic in our library across stations year after year. So, let’s look at WHY donors respond so enthusiastically to this package.
In a crowded mailbox, the yellow gets noticed and gets opened – which can’t be underestimated because unless the recipient opens the mail piece, they won’t have the chance to read your message and decide to respond.
The outside envelope has an over-sized window to display the delivery address and teaser message above the address to convey the urgency and importance of the appeal. Research shows that when people get their mail, one of the first things they look at is their name so the placement of the message is intentional.
Using deadlines in copy is an effective way to get the attention of your audience. However, it’s important that the deadline rings true to the reader, so we recommend using urgency either when there is a genuine need for support and a real deadline. This is why we often recommend mailing Action at calendar year end.
It’s also a package that can effectively be versioned for all audiences, acquisition, lapsed and active members. The creative has recently been refreshed, with a new graphic on the outside envelope, updated copy, more modern looking font, and a new handwritten message above the address block. You can see the new Action Classic here.
Member Statement – Despite the proliferation of digital, many people still rely on the mail for their bills. While being highly transparent that it’s not a bill and a gift is optional and encouraged, the simple look of this package has the feel of a statement. The pink background on the reply in the window reminds older audiences of the days when “dunning notices” were sent on a 3-part NCR form – with the pink form meaning the bill was past due. The design gets the attention of the recipient so they will open the mail piece.
Like Action, the package can be effectively versioned for all acquisition, lapsed and active members, and because the key message points vary for active donors compared to acquisition/lapsed our Classic Copy has been refreshed to address these differences. However, the message is distinctly different for acquisition and lapsed segments compared to active members. The reality is that prospective and lapsed members are watching or listening to your programs for free. The station needs community support to continue to broadcast and produce programs. Making this clear case for giving to nondonor/lapsed segments is effective and appropriate.
However, it’s a very different approach with active members. With this audience, the key is to acknowledge that they have already chosen to support the station, and their continued support is needed. This audience understands this already and often decides to make an additional gift.
As with every Classic in our Library, our copy is a starting point and your Account Manager will work with you to customize this copy to meet your station’s specific needs.
The Member Statement creative has been recently refreshed – with updates to the copy and graphics. You can see the Member Statement Classic here.
The next time you see pineapple pizza on the menu, or you receive a direct mail piece you think is unattractive, consider what about it might appeal to its intended audience!
