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2012 DMFA Midlevel Renewal Package of the Year: ASPCA Memo Mailing

November 30, 2012 By Joe Boland
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[Editor's note: In September, the Direct Marketing Fundraisers AssociationOpens in a new window (DMFA) held its annual Package of the Year AwardsOpens in a new window luncheon to honor the winning packages. Through the end of the year, FundRaising Success will highlight some of the winners here in Today in Fundraising.]

There's no better way to keep donors in the fold than by making them feel like a real, integral part of your organization. That's exactly the approach the ASPCA takes with its midlevel renewal package, and in 2012, the package was such a hit that it took home the DMFA's Midlevel Renewal Package of the Year award.

The ASPCA defines a midlevel donor as anyone who donates $500 a year, either as a one-time gift or the cumulative yearly giving sum. For those donors, the organization that's mission is to provide effective means for the prevention of cruelty to animals throughout the U.S. strives to send cost-efficient, mass personalization content. So with its renewal appeal, it sends an "insider" memo mailing.

The outer envelope is a manila-type office envelope, the kind you'd see for interoffice correspondence. In fact, the header on the envelope reads: "INTER-DEPARTMENTAL MAIL." Then it has names and type such as "URGENT" and "CONFIDENTIAL" crossed out, like it's made its way through the office. On the reverse is the ASPCA logo and information, along with the teaser, "Together we CAN save countless animals' lives. See enclosed for details," in faux handwriting.

"The hard thing, obviously, is to get the package opened," says Andrea O'Brien, director of midlevel giving at ASPCA. "This looks like a manila folder, interoffice mail, which is intriguing."

Inside the package, the interoffice memo theme continues. In fact, there are two letters, one in handwriting font signed by O'Brien, who also manages the ASPCA's midlevel giving program, the Founder's Society, thanking donors and describing the urgent need, while the other is an actual replica memo, sent to President and CEO Edwin Sayres from Andy Monterose, the senior director of the ASPCA Transport Program.

 

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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

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