‘Dear Skippy …’
Families were mailed four times during the course of the year, with great results. Recipients responded at a rate of 82 percent, and the campaign surpassed its goal of $241,000, raising $345,452.
“We beat the budgeted goal by 41 percent, and we broke it six months in advance of the deadline,” says Brian Weiner, president of One to One Gulfcoast. “We bested, by far and away, the best year [the academy] had ever had in the school with their annual fund.”
The costs for variable data-imaged direct mail is higher than for standard mailings — as much as three times to five times higher — but the rate of return often is five times to 10 times greater, according to Dana Place, chief operating officer of One to One Gulfcoast.
“The cost becomes immaterial,” Place concludes.