Looking for real results and solid ROI for your direct marketing campaigns? Personalization and follow-up tracking are keys to success. There’s a fine line where your budget and the level…
WRIGHT STATE ALUMNI FUNDRAISING MAILER
Wright State University needed a partner to help streamline their annual athletics fundraising campaign and take it to the next level.
Their target: alumni who had played sports while in school. In the past, they’d mailed recipients one of 11 personalized letters based on the sport he or she had played.
Manually matching the right letter to the right alumnus was no small task. We proposed a new idea: personalizing the entire brochure, and turning it into a self-mailer.
We put the alumnus’ name and sport on the front of the mailer. Inside, a personalized letter from the athletic director, and a collage of recent photos of the sport they played. On top of that, we changed the sport- and name-specific letter to one of three different messages, based on the time since they had last given to the university. That made for 33 combinations in all.
Our variable data printing capabilities automated the process, ensuring all pieces were complete and correct. We also pre-personalized the response form, making it easier for the recipient to fill out and return. Once printed, we followed all USPS regulations governing folded self-mailers: we inserted the return envelope inside the interior fold, and sealed it all up with three wafer-seal tabs.
The results were great: the campaign was far more successful than the static mailings of the past. And university staff no longer had to spend time stuffing mailers by hand. Many players from different sports were represented. And this time, everybody won.