And the Winners Are …
"The primary segment definitely pulled strongly with a response rate of 3.15 percent," Baar says. "However, the national response shattered all of our projections, coming in at a whopping 1.27 percent — on a cold acquisition! And the ROI on the national market was 131 percent. Once all the responses were accounted for, NMAJH doubled its membership from 2,000 to 4,000 with this one mailing."
Seville concludes: "The museum's unanticipated 'whopping' response nationally, not just in the Philly area, is very much deserved. This package is a swipe file keeper!"
DIRECT MAIL: ACQUISITION (fewer than 50,000 mailed)
Trash Poster Test
Submitted by Mal Warwick Associates
• The Numbers
Total Income Generated: $4,332
Average Gift: $22.51
Cost to Raise a Dollar: $2.73
Total Out-of-Pocket Costs: $11,810
Response Rate: 0.8 percent
Oh look, the Ocean Conservancy has sent you a sturdy poster of an adorable sea creature … that is most likely dying because of the choke hold a piece of blue netting has on it.
There's no denying the shock value of this piece, which is probably why it knocked the socks off the control, upping the average gift by 14 percent, and became a cornerstone package in the OC's membership acquisition program.
According to Peter Schoewe, senior account executive at Mal Warwick Associates, the OC hoped this campaign — where the poster also serves as the outer and holds a bare-bones amount of inserts — would solve two separate problems.
"We wanted to acquire new Ocean Conservancy members around a core element of its mission — reducing the amount of trash and debris entering the ocean and killing wildlife," Schoewe explains. "However, we knew from prior house appeals that Ocean Conservancy's efforts to reduce trash and pollution were not particularly inspiring to its donors.