410.235.7070 Join Our E-Letter
businessGPS Taking You From Where You Are to Where You Want to Go.

Marketing Hot Sheet: The All-Time Best Fundraising Tool is Right Here!

Marketing Hot Sheet: The All-Time Best Fundraising Tool is Right Here!

August 25, 2009

Even if you're not a non-profit you'll want to take advantage of this one

Do you know what the best fundraisers are for groups like the Wildlife Fund and the Paralyzed Veterans of America? The return address stamps you get in the mail.

Why? Two reasons: (1) People love to see their names on something. They're the most powerful words in marketing. (2) It uses the Power of Reciprocity. Once you've received something, you feel compelled to give something back such as a donation.

In this example, the Humane Society wanted to turn around its declining donations. Our Lumpy Mail team worked with an overseas supplier in China to test this promotion for the Humane Society prior to the Christmas holiday. The package included a personalized photo album with the most powerful words in marketing: their first and last name. And because we included a gift they would value, we anticipated a better response against the control package. Did it work? You bet it did. Responses more than doubled and even though the average donation jumped only 15% it didn't matter because the response rate was so high! How can you add your prospects' names to a promotion? How can you use the power of reciprocity?