Posted on Tue, Mar 30, 2010
By Nicola Bach, Director of List Planning Services Department
Being in the industry for almost a decade, I understand that if you're just considering utilizing lists to bring on new donors or member, it can be intimidating process. But it's actually quite simple to get started if you know the lingo. Here are the top 5 frequently asked questions about mailing lists that you may have thought about but were afraid to ask.
1. What is a ‘list’ and what is a data card?
- Many organizations choose to make a selection of their file of donors available for other like-minded organizations to mail to. This listing of names is informally known as a ‘list’.
- A data card provides information about a given list, the mission of the organization, how many donors are available to mail to, at what cost and if there are any special selection criteria available, such as gender, state selects, ethnicity, age, etc.
2. Can I purchase a list?
- Sure! But first, you may want to look for exchanges (exchanges are where you trade files with other organizations on name-for-name basis). That is, if you receive 10,000 names from an organization, you agree to let them mail to 10,000 of your organization’s donors within the same recency and frequency of last gift range.
- When a list is not available on exchange, an organization might still gain access to it on a rental basis. In this case, the organization pays a predetermined amount for using the names once. Exchanges and rentals are typically contracted for one-time usage.
3. What is the difference between a list manager and a list broker, aren’t they the same person? 
- Nope they’re not! Our in-house List Planning Department works with a variety of list brokers and managers. A list broker assists in recommending lists and helps coordinates access to lists. They keep track of the lists on the market: what’s new, what’s working and what to stay away from!
- A list manager is often a third party that manages requests for the usage of lists and coordinates delivery of lists to end users. They also help ensure lists are updated and “clean.”
- Often the list broker and the list manager work for the same company.
4. What is a multibuyer? 
- A multibuyer is a person who shows up on more than one list. And thus are typically quite responsive prospects. In addition, because they figure on more than one list, organizations can mail them as often as they appear on lists – for example, if an individual is on three lists that you purchase or exchange for, this person can be prospected to three times, two of these times at no additional cost.
5. How do I find new lists to test to my file?
- Well, if you’re one of our clients, you already get the added benefit of our long standing partnerships with list brokers for test ideas, AND since planning is centralized for all our clients we know what’s working for which organization and why. We use this knowledge to help inform and cross-pollinate test ideas for all our clients and often discover under-used or overlooked list markets.
If you’re not yet a client, take our FREE list health challenge and let us zero in on your targets to expand your donor/member base!
Posted on Tue, Mar 23, 2010
By Pete Carter, Principal & Senior Vice President
In case you haven’t had a chance to pour over all 196 pages of the DMA’s 2010 Statistical Fact Book there are a few interesting stats that demand our attention. For example – the average consumer received 24.7 pieces of mail per week last 
year. Sounds like a lot, but that’s the fourth year in a row that the average has fallen. But, our beloved direct mail now represents more than half - 52% - of total mail volume in the United States. This trend will surely continue as people send fewer and fewer personal cards, letters, etc. So the competition in the mailbox is in some ways more intense than in years past since a majority of those 24 or 25 pieces sent each week are addressed to “Dear Friend.”
So how do we make our Dear Friend message stand out?
With an average of 11 seconds to get our letter noticed, we need to be at our creative best. One place to look for inspiration and creativity: the rest of the world. They have some pretty good ideas out there, some of which are really different than our own. When I’m looking for a fresh idea I will often turn to SOFII, the Showcase of Fundraising Innovation and Inspiration.
This UK-based site is fantastic – easy to navigate, and chock full of great ideas. I especially like their “Best of the Best” showcase of fundraising campaigns from around the world. Every channel is represented here, including many of the most interesting direct mail and DRTV campaigns ever created.
I was especially impressed by two techniques that I saw recently on SOFII. Both ideas could be used by just about any nonprofit. The first, from Habitat for Humanity of Great Britain, is a “Money Back Guarantee.” Sounds risky, but it worked for them. HFHGB offered to return a contribution in the first six months of receipt if the donor did not feel it had been spent wisely and informed them about it in an appropriate way. When tested, the control and the money-back-guarantee version generated nearly identical response rates – but the test lifted average gift by 50%. And virtually NO donors asked for a refund!
The other I want to share with you is from Canada’s Ontario Nature. Ontario Nature is one of Canada’s oldest and most respected environmental organizations. They are testing an alternative to the final ask amount on their reply form.
Most groups leave this amount blank, or put the word “OTHER” next to the option. Nature Ontario is going in a different direction – their final gift amount says “SURPRISE US”. Nicely done.
The results will indeed be a surprise – a good one, I hope! What tests are YOU planning this year?
Posted on Tue, Mar 16, 2010
By Stephen Godbout, Creative Director
It’s that time of year again, when the whole world is garnished in green. In fact, the Department of Arts, Sports and Tourism of Ireland has coordinated a worldwide shamrock-explosion of green to celebrate St. Patrick’s Day. Landmarks known the world over, such as the Empire State Building, the Sydney Opera House and Tokyo Tower are all donned in green this year, along with every Tom, Dick and Harry out there.
So how do you stand out in all this green? It’s the most applicable question to our industry that I can think of, so I asked a lad from Dublin, Ireland how he stands out when the whole world’s green on this special Irish day? I then applied his answers to direct marketing.
“Don’t wear green. Wear red.” Or any other color. Try a different size carrier. Different color teasers. Different size fonts.- “Hit the bar early.” If you’re in direct marketing, you’re in a highly competitive business, and it’s best to heed Ben Franklin’s wisdom: “the early bird gets the worm.” Get YOUR package, campaign, email, or call out there before everyone else does.
- “Avoid that daft ‘unicorn’ song.” Aside from “When Irish Eyes Are Smiling” the most recognized song that Americans associate with St. Patrick’s Day is “The Unicorn.” According to my Irish source, he does not like being associated with unicorns, though the occasional leprechaun is just grand. I guess the correlation here is to think twice before you use a unicorn in your marketing...and to be sure to try new things. Just because everyone else is doing it doesn't mean you have to - or even that it'll work for you.
- “Know how to pour your Guinness.” Nothing identifies an authentic Irish bartender more than a correctly poured pint of Guinness. And yes, there is a correct way to pour Guinness. In the same way, nothing turns a donor off more than an organization that isn't credible. So present your organization factually and add credibility when possible...such as public recognition for your work or positive press from a respected publication.
- “Just because I’m Irish, doesn’t mean you can kiss me.” Don't presume anything about your donors - don't just plant a kiss - test, test, test!
There's a wealth of creativity, genius and donations lurking below the surface. (Need help finding it? We can help!)
What are you doing different from the glut of other organizations donned in green today vying for the same donations?
Posted on Tue, Mar 09, 2010
By Minyi Berlan, List Planning Services, AH&A
Did I catch your attention with “Free”? I hope so.
In today’s economy we can all save some money for our organizations, especially if "free" also improves our recruitment campaigns’ performance.
If you are involved in finding new donors or members for your organization, then you probably already know that prospecting list costs can be a good chunk of your direct mail acquisition budget – upwards of 20% for some campaigns, depending on the mix of rental versus exchange lists.
The truth is some of the best potential members and donors cannot be bartered for (via rental or exchange) because your organization already has access to them! If you look internally, I bet you’ll find some worthwhile “warm” prospect names – people who have already shown that they’re interested in your organization, but just haven’t gotten around to giving a gift of support – yet.
So here’s my quick list on where to look for FREE and better prospective donor or member names:
- Attendees at rallies, informational/educational sessions, or talk
- Visitors to your museum or operational facilities (if your organization provides tours)
If they are interested enough to show up to your events, they’ll be interested enough to hear how they can help.
- E-newsletter subscribers
- E-commerce customers
- Online action takers signing e-petitions and (hopefully) spreading the word to their friends
If someone is happy to sport your gear and tell their friends about you, chances are good that they’ll be proud to be a card-carrying member or donor too.
- Petition or Card Signers Only
Once in awhile, you will receive a signed petition or card of support in the mail, without a donation. These names are worth saving for a second mailing because sometimes that’s all it takes to underscore the importance of a financial gift in addition to their kind words of encouragement.
AND if they happened to include their email address, be sure to add them to your online conversion program too! (What you don’t have an online conversion program?!)
- Deep Lapsed Donors/Members
- These are the people who gave to your organization a long time ago, but are no longer mailed in your house renewal or appeal programs due to a lack of response.
Perhaps they were not in the position to give at the time, but circumstances might have changed and their desire to help is still there. Reach out to them again, in case they forgot about your organization in the midst of their busy lives.
- If your organization provides a service (such as job placements or community outreach), don’t underestimate the power of paying it forward.
- As many educational institutions already know, alums are often your best source of prospective donors.
Many of our clients find that their warm prospect lists tend to perform on par or better than top outside lists.
So start talking to people within your organization to uncover these valuable leads. And please leave a comment, if I am missing any sources you use for warm prospect leads. Idea exchanges are always welcome!
Posted on Tue, Mar 02, 2010
I hope that you enjoyed seeing all of the innovative packages this year as much as I did!
As promised, the seminar provided top notch suppliers with truly great ideas that can bring your packages to the next level.
Whether you attended to see what’s happening in the world of green initiatives, new packages that you could test in upcoming mailings, back end or front end premiums, or new list selection tools … it was all shown.
What was your favorite part of the day?
Mine was seeing just how many new ways there are to make the mail box more interactive – who says direct mail is dead?! And just how many of those ways are increasingly environmentally friendly! Check out these pictures of the exhibitors and some of their standout samples:
Each year attendees vote on the most innovative piece and this year’s winner was Ready Solutions and their super cool “Sac Pak” … a cloth bag that starts as the carrier (envelope) itself and unfolds to be a very usable premium – either a tote bag or backpack!
If you weren’t able to attend, I hope you followed our live
tweets last Thursday – AH&A is excited to bring direct mail online :)
Use the comments tool! We’d love to hear your thoughts about the seminar, our updates, or just the state of
direct mail in general…