Thursday, August 23, 2012

Study: Move Online Donors to Offline Giving ASAP

Online donors are more one-hit wonders than fundraising stars, according to Blackbaud's "2011 donorCentrics Internet and Multichannel Giving Benchmarking Report." The study found poor renewals by first-time online donors -- at least via online. But, if the online donors are converted into offline donors, meaning primarily direct-mail givers, then online-acquired donors as a whole have much higher cumulative value over the long term than traditional, mail-acquired donors. Blackbaud's study found that just under a half of online-acquired donors convert entirely to offline giving over time -- mainly in their first renewal year. The reverse movement from offline to online donations is rare; only a tiny percentage of mail-acquired donors give online in later years. So, tune up your direct mail and turn those online donors into direct-mail givers as quickly as possible! For more commentary, see the Blackbaud blog at http://www.netwitsthinktank.com/online-fundraising/truth-about-online-donors.htm

Tuesday, August 21, 2012

Inserts Showcasing 'Hero' Products Win Sales

Old-school printed inserts can still be cost-effective lead generators. At a recent conference by the National Etailing and Mailing Organization of America (NEMOA), Dennis Erickson, senior vice president of insert and print media at Paradysz, shared ideas culled from catalogers like L.L Bean on how to turn old-fashioned paper inserts into online lead engines. One way is to highlight a "hero" product that is a seasonal, or perennial, strong seller to create brand interest and drive prospects to your website for purchase or catalog request. Another proven option is to match magazine inserts with the publication's editorial content for top-of-mind appeal. For more of Erickson's tips on effective insert strategy, see the chiefmarketer.com article at http://chiefmarketer.com/direct-marketing/how-generate-leads-insert-marketing.