Reach your audience during lockdown with Door Drops

Reach your audience during lockdown with Door Drops

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Door drops are a cost-effective method to communicate your message to your audience during lockdown.

According to JICMail, during the first lockdown restrictions across Europe, the average piece of direct mail was interacted with 4.58 times, an 11% increase year-on-year.

Door drops also had record levels of consumer engagement, with the average item interacted with 3.19 times, which represents 15% growth year-on-year.

What are door drops

Door drops are any un-addressed communication that comes through your audience’s letterbox in the form of advertising, promotion or informative literature.

Contrary to targeted direct mail, door drops deliver non-addressed items to all properties in a defined geographical area.

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How you can use door drops during the lockdown restrictions?

  • Advertise products and services
  • Drive web traffic
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  • Drive people in store (if you are considered an essential service)
  • Promote an event
  • Highlight seasonal sales and promotions
  • Build cost-effective brand awareness
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  • Broadcast public information messages
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  • Acquire new customers

What are the benefits?

With lockdown restrictions in place, door drops can be used to boost other marketing channels in order to improve your customer journey.

Door Drops Help To Build Awareness

On average, door drops are kept and remain in the home for 5.4 days, with 14% of them remaining present for over 28 days. (JICMAIL Q2 2017 – Q1 2019)

Research also shows that mail has 35% better recall than social media advertising and 49% more than email. (Royal Mail MarketReach, Neuro-Insight, 2018).

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Door Drops Can Help To Grow Your Business

Door drops are able to help you to keep in touch with your customers during the lockdown restrictions, allowing you to inform them about new business hours or how your organization is dealing with COVID-19, for example.

They also help to improve brand awareness and can be used as different calls to action, which will help you to keep your business running.

Door Drops Allow You to Target Your Ideal Customer

Using advanced targeting you can reach households that match your desired profile. You can choose to send your mail piece to people within driving distance of a specific location or from particular demographic groups.

Door Drops Are GDPR Compliant

As door drops do not target people at an individual level,  they are completely GDPR compliant.

Creating a Successful Door Drop Campaign

The Data and Marketing Association (DMA) summarises some key factors in successful door drop campaigns

1. Customer targeting – knowing who your customers are, where they live, what their profile is and what their marketing preferences are.

2. Offer – having a compelling message which showcases the benefits of your services and products to your audience.

3. Timing – getting the right offer, to the right person, at the right time.  Avoid sending acquisition messages to your current customers!

4. Creative – making your offer stand out, through the design, format and content of your communication.

5. Response – Ensuring that your call to action is aligned to your goals.

Identifying and Locating Your Audience

By distance

Reach only those people who are within a certain distance. This can be done either by distance from a certain point or drive time

By location

Our unique technology allows you to choose the best location to send your door drop.

Ireland is broken down into over 18500 SABs (Small Area Boundaries), with up to 250 houses in each.

By using our unique service, you can choose which SABs your door drop will be delivered, guaranteeing that your message gets to the right door.

By demographics

As well as sending your message to a specific location, you can choose to target specific groups within that location. For that, you can separate your audience, for example, by:

  • Age
  • Household structure (i.e. married, single, number of children, etc.)
  • Wealth of householders
  • Type of housing e.g. semi, bungalow, terrace, etc.

CONTACT US!

Azure Communications has the experience and expertise to help create your next mailing campaign.  Call us at (0)1 531 2695 or email sales@azurecomm.ie

Direct Mail improves Donor Retention

Direct mail has been successfully used by non-profit organizations to raise money from donors.

What Is Donor Retention?

Donor retention is the percentage of donors that return to give another gift within a specific time period. 

According to the Association of Fundraising Professionals’ 2018 report, only about half of new donors are retained by nonprofits

Why Is Donor Retention Important?

Donor Acquisition Costs Are High

Donor acquisition cost is the price you pay to convince a potential donor to make a gift to your organization

Potential for Larger Gift Amounts:

The 2015 FEP found a direct correlation between retention and gift size. Returning donors of gifts less than $100 were retained at 53% while retention was 76% for those gifting $250 or more. This could mean that as your non-profit grows along with your donor, their gifts are likely to increase over time.

Why Donors Stop Giving

A study called “Managing Donor Defection,” discovered that aside from death and financial difficulties, the reasons for donors lapsing could be preventable.

Donors tended to lapse due to poor communication from the non-profit. Some supporters believed the non-profit no longer needed their help while others never felt appreciated by the organization. 

How to improve your Donor Retention rate?

According to Bloomerang, a donor that gives again within the first 3 months has 2x more lifetime value than a donor that gives a year later.

Personalize Their Giving Experience

Show your donors how much they matter to your organization by speaking directly to them.

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How to Use Personalised Data:

Use their Name: Use your donors’ first name so that you are using a conversational tone.

Past Donation History: Use what you know about each donor to personalize their offer. If they made a donation previously, note that donation amount and ask if they can help with an increased amount this year.

Inspire Through Education

Keep donors informed about WHY their gift matters.

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  • Share stories about those impacted by your organization’s work
  • Use powerful imagery to educate your donors on you cause.
  • Include information in your communications that is relevant and useful for your supporters. If your donor thinks your content is of use, they’re more likely to share it with others.

Thank Your Donors Immediately & Often

donor retention

According to research, 65% of first-time donors don’t make a second gift – and 13% of those donors say receiving a “thank you” message could convince them to make a second donation. 

Add a personal touch to your donor retention strategy by sending them a thank you letter. It’s important to include a short message from the president of your organization or another member with their signature and photo. You can also use this letter to reiterate how their donation will help your cause and other people.

Use an Omnichannel Approach

Multi-channel and Omnichannel fundraising is a strategy used by non-profits to advertise their fundraising campaign to a large number of people through the use of multiple communication and fundraising channels. This strategy’s objective is to reach various donor segments, ideally, at multiple touch points.

An omnichannel approach including direct mail, email, telephone, and social media can generate a 20% increase in the number of gifts.

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You can ask for donations:

  • Via email
  • On social media
  • In person
  • With direct mail
  • Over the phone

Contact us

Azure Communications is the trusted partner of more than 25 Irish charities, by helping them to create their next mailing campaign. Contact us now to discover how we can help you to improve your donor retention rate! Call us at (0)1 531 2695 or email sales@azurecomm.ie

Keep the office running with Web-to-Print

Web-to-print services help your organization by allowing your employees to print from anywhere.

What is Web-to-Print?

Web-to-print portals are online storefronts that permit your employees to order pre-designed, branded products, as well as allowing them to create and manage customized projects.  Usually, the process of pricing, production and order fulfilment is automated.

Web-to-Print

How does it work?

With web-to-print, you can reduce the total cost of your printing, by eliminating the need of hiring a graphic designer every time you need a new business card, flyer, or other printed collateral.

For example, if your company needs additional business cards, you can use one of our templates to generate a new one. You can upload your own logo, design the card around one of our templates and input your personal details, such as name, address, phone number, email address and website.

After this, you can preview it and then choose to how many business cards you would like to order.

What are the benefits?

Web-to-print portals can benefit your organization in a number of ways by combining technology and efficiency to help keep your print costs low. With many people working remotely, you get the additional benefit of ensuring your office doesn’t stop.

Lower Direct Product Costs

Web-to-Print

Research conducted by the Aberdeen Group found that companies that switched to portal technology have achieved a 17% cost savings on print materials and related services. In another study conducted by the Electronic Document Systems Foundation, similar cost savings were found. When conducted on companies with over 1,000 employees, 39% of companies reported a savings of 10-25%, and 13% of companies reported savings over 25%.

Waste Reduction

On-demand production of your print collaterals allows your company to buy print as needed (rather than in bulk), which reduces both excess inventory and waste.

Convenience

Web-to-Print

Web –to- print allow users to order 24/7 and from anywhere in the world.

Improved Expenses Tracking

With this solution, you can track your spending in print. You are also able to see how much each user is spending and what they’re spending it on.

Improved Control

Web-to-Print

To ensure brand consistency and avoid unnecessary costs, a web-to-print portal allows you to regulate user access and permissions.

You can choose to require the permission of a manager for materials that cost over a specified amount. You can also define who has access to which material and information.

Brand consistency

You can choose to use your own templates or to edit our pre-made designs. This will ensure all of your printed materials stay on brand.

Digital Asset Management

A web-to-print portal keeps all of your marketing collateral and digital assets in one place, which helps to manage your brand identity.

Should you need to reorder a material, you can simply use your dashboard to check previous orders and make the necessary adjustments.

Contact us now

Azure Communications is ISO 27001 certified, which allows us to deal with sensitive data in a secure manner. We have the experience and expertise to help you to manage all your printing and mailing needs. Call us at (0)1 531 2695 or email sales@azurecomm.ie

It’s time to prepare your End-of-Year appeal

As 31% of all annual charitable donations take place in December, the end-of-year fundraising appeal is a decisive moment to connect with your supporters.

In 2018, offline giving made up 91.5% of total fundraising, according to the Blackbaud Institute.  Another survey by Campbell Rinker, discovered that 43% of donors say they’ve donated in response to letters in the past. In contrast, only 28% of donors say they’ve given in response to an email, and 23% through fundraising events.

With Covid-19, charities rely even more of their direct mail donations, after having to cancel face-to-face fundraising events.

The envelope

The outer envelope of your end-of-year appeal is the first impression your donors will have of your campaign. That’s why the design and words used on it are important to set the tone and urgency of your appeal.

End-of-Year

The letter

Use their name

Research has found that adding a person’s name and other personalised information (along with using full colour) can increase the response rate of a direct mail campaign by up to 500%.

Addressing your donor by name rather than “Dear Donor” makes your mail piece feel more personal and shows how their contribution can make a difference to the cause.

Use “You” Language

Donor-centric communication is the basis of a successful end-of-year appeal. Using the word “you” makes your donors feel valued .Frame the letter so that the donor can see how their contribution has made a difference in the lives of others and in the cause they support.

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Personalised landing pages (PURLs)

When a donor accesses their unique, personalised URL (PURL), they are sent to a web page that includes their personal information, such as their names. The message and imagery in this page can also be personalised to them. That is, you could have different copy and images for long term donors, volunteers, lapsed donors and new ones. This personal touch can increase response rates 20-30 percent.

You can use this PURLs as a way to send your donors to a page where they can donate to your cause, fill their CHY3 form or even just update their contact information. 

Highlight the Importance of Their Support

Remind donors that their donations, volunteer efforts, and support make a difference to the lives of others and your cause.

By telling donors exactly what their previous donations has allowed you to do in the past, you show them the results of their contribution. This makes them more likely to continue to support you and your work.

Suggest a gift amount

If your donor has made a donation previously, note that donation amount and ask if they can help with an increased amount this year. Research shows that calls to action that suggest donation amounts are 50 percent more successful than open-ended requests. 

End-of-Year

Sign the Letter

Have a leader in your organization sign the letter to connect with more donors. This may seem like a minor point, but it’s critically important for making your letters personalized and genuine.

The importance of inserts

Inserts can serve as way of furthering your communication and relationship with your donors. Some of the more common inserts are:

  • Year in review/impact results
  • Examples of how gift values are used
  • Hand written notes from people affected by the donation or from one of your directors.
  • Thank you letters
  • Activities
  • Relevant information about topics related to your cause.
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End-of-Year Appeal Campaign Metrics to Track

Appeals Sent

How many individuals received an appeal from your organization?

Donations Received

How many individual gifts did you receive? What percentage came from each donation channel?

Total Fundraising

How much money did your year-end appeals raise? Did you meet last year’s end-of-year fundraising goal?

Major Gifts Received

What percentage of your year-end appeals resulted in major gifts from new or existing major donors?

Follow Up on Your Year-End Appeals

Thank Your Donor

Show donors your appreciation of their gift by sending a personal thank-you note. Recognise how their gift will help other people and the difference it will make.

End-of-Year

Contact Unresponsive Donors

If a donor doesn’t respond to your first appeal, you may choose to send them a reminder. Make sure, however, that your reminder doesn’t sound like a demand for money.

Update donor data

Make sure you are keeping your data about your donors updated. This allows you to keep communicating with your supporters. Keeping your data updated and clean also helps you to ensure your organization is GDPR compliant.

Contact us now!

Azure Communications is the trusted partner of more than 25 Irish Charities. We have the experience and expertise to help create your end-of-year appeal campaign.  Call us at (0)1 531 2695 or email sales@azurecomm.ie

Direct Mail 101: Measuring the Success of Direct Mail Marketing

When measuring the success of your direct mail campaign, it’s important to determine your KPI and ensure your mail piece is designed to help you to track your performance indicators.

Direct mail is cost-effective, can be highly targeted, is easily tracked and helps to boost overall brand awareness.  

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According to the Direct Marketing Association’s 2018 Response Rate Report, direct mail sent to an existing customer list delivered a 9% response rate and 5% response for a prospect list. Email Marketing on the other hand shows a 1% response rate for an existing customer email list and 1% for a prospect email list.

Determine Your Direct Mail Performance Indicators

Response Rate

Response rates are the percentage of people who respond to your mail piece. Response rates can be calculated like this:

Response Rate = Responses / Sends

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Source: Data and Marketing Association

Overall, the DMA found that direct mail’s response rates are actually anywhere from 10 to 30 times higher than that of digital. 

Cost Per Acquisition (CPA)

According to the DMA, the average CPA for Direct Mail amounts to $26.4 per house and $31.1 per prospect. However, this will vary from industry to industry and depending on the style of your mail piece. To calculate your CPA, you should use this Formula:

A Basic Guide to Cost Per Acquisition (CPA) | MIRAGET

Return on Investment (ROI)

ROI is one of the most valuable marketing metrics to utilize because it allows business owners and marketers to measure the success of a campaign quickly and easily.

According to DMA (2018), direct mail’s median ROI is of 41%. To calculate your Return on Investment, you should use this formula:

How to Measure the ROI of Cybersecurity Investments — ITSPmagazine  ITSPmagazine| At the Intersection of Technology, Cybersecurity, and Society.

Establish a Direct Mail Tracking Method

In order to calculate your KPIs you need to utilize one or more methods to track your campaign’s performance. Some of the most used methods are:

Coupon Codes

Direct mail coupon advertising is the powerful, cost-effective way to grow your customer base, increase sales and drive brand awareness. 

About a third of all consumers use coupons on a regular basis, while nearly 40% of consumers are constantly on the lookout for good coupons.

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By using coupons, you can track how many customers have redeemed them, compared to how many received your mail piece. If you want, you can even create unique coupon codes, which allow you to know which person used their coupon and how they did it.

QR Codes

You can include a QR code in your direct mail piece that’s linked to a unique landing page on your website whenever it’s scanned by a client. From there, you can track the number of people who visited this page from your website analytics account to measure the response rates.

QR codes provide a quick and easy way for smart phone users to interact. Since QR codes can be linked to unique URLs, it’s easy to analyze traffic patterns.

PURLS

PURLs are personalized web addresses that can take your customer to a unique webpage specific to them.

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Using PURLs allows you to track when each URL has been accessed, which gives you information into who has engaged with your offer. In your dashboard or report, you can see when they visited your landing page, how long they stayed, and whether or not they engaged with any of your calls to action.

Want to learn more bout how technology improves your campaign’s success, read here.

Business Reply Envelope (BRE)

A business reply envelope is a prepaid reply envelope that is inserted in the original envelope mailing. This means your customers and prospects can fill out the business reply envelope and send it back without paying for postage.

Contact us!

Azure Communications has the experience and expertise to help create your next mailing campaign.  Call us at (0)1 531 2695 or email sales@azurecomm.ie