Direct Response

The folks over at InfluxInsights posted an alarming POV of the (RED) Campaign championed by Bono.  As you may know “(RED) was created by Bono and Bobby Shriver, Chairman of DATA to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT)^RED branded products. A percentage of each (PRODUCT)^RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa.”

The meat of the Influx Insights article is as follows:

“As of January 2007, RED has delivered over $11.3 million to the Global Fund and had estimated a further $10 million would be added when holiday sales were accounted for.

The US launch was helped by a PR launch that leveraged Oprah to the max and massive advertising campaigns from Gap and Motorola. This has driven consumer awareness of the brand to 20%.

RED’s goal is to expand the product offering and to expand the concept into other non-English speaking markets.

The critical challenge for RED is to stay top of mind.

It needs more PR spikes of news to sustain interest, as the Alexa traffic data below shows.

It will be tough job as we move into full election mode in the US and as there?s been a recent shift in interest away from Africa and towards the environment and global warming.

RED needs to develop two prongs to its campaign:

1. Rapidly bring new partners into the mix- Their advertising and promotion will help drive awareness

2. Clearly communicate what its efforts to date have achieved in Africa- To validate the brand’s mission and to continue to educate the consumer about the issue which the product ads aren’t doing.

They have a YouTube channel, which is smart move, but of all the films they have up, only Bono’s message for World Aids Day, has a significant view count.

Perhaps RED needs to reach out to obtain some user generated content, or ask a broad group of creatives to donate their time to create some compelling messaging for the brand.”

Somewhere in all of this there is a lesson or two for for most of us.  It’s interesting to me that, with all the power behind (RED) — and I do mean the kind of power we would love and ache to have in support of our various causes — only $20 million and change seems to have been raised so far.  Wouldn’t you die to have Oprah, Bono, American Express, Converse, Apple, Gap, Armani, and others of this caliber behind you?

And yet, only $20 million. 

Some may say that it’s only the beginning of a the brand.  True enough.  But there’s a need for more, for the next leap forward. And what next? Bobby Shriver puts forth his answer:

“The big challenge we face is sustainability. Everywhere we go, people ask what our plans are for making this venture sustainable. Every time we answer “continuing innovation in products, continuing innovative campaigns to inform people that the (RED) embrace means money for medicine in Africa and continuing innovation with new product partners and their integration into the (RED) marketing system.”  

It’s the same challenge we all face, to be fresh, innovative, new, effective, real, authentic.

We are a community in desperate need for innovation.  To try new things.  To see with a new perspective.  To risk.  One organization I work with has a directive to try at least one new big thing each month.  That’s 12 a year.  Maybe one or two will hit it big and propel the organization to a new stratosphere in funding. Do that over the period of 5 or 10 years and the rest is history. 

I think this is how we change as fundraisers, as marketers, as organizations and as people. 

Haunting ad from Association Renuir and Saatchi & Saatchi France.  This ad hits the mark the mark in a lot of ways. I think we would care more if the plight of those affected so unjustly by poverty and hunger were at our doorstep.  Caring is the right word here. And this is the way to develop powerful, hard working fundraising communications for our own organizations.  That is, feel and care deeply.  Go ahead, set yourself apart.

I came across this post today from, The Copyblogger that is an excellent read.  Ok, it’s written for the profit-world.  However, I’d encourage you to go read it through in a “more than obvious” headspace. It’s about lettercopy as well.   Enjoy…

——– 

So, you’re seeing too many of those “how to” and list headlines, and want to try a few different angles?

Let’s move beyond those common headline formulas you see over and over, and add some new blood to your attention-grabbing arsenal.

1. Who Else Wants [blank]?

Starting a headline with “Who Else Wants…” is a classic social proof strategy that implies an already existing consensus desire. While overused in the Internet marketing arena, it still works like gangbusters for other subject matter.

• Who Else Wants a Great Blog Template Design?
• Who Else Wants a Higher Paying Job?
• Who Else Wants More Fun and Less Stress When on Vacation?

2. The Secret of [blank]

This one is used quite a bit, but that’s because it works. Share insider knowledge and translate it into a benefit for the reader.

• The Secret of Successful Podcasting
• The Secret of Protecting Your Assets in Litigation
• The Secret of Getting Your Home Loan Approved

3. Here is a Method That is Helping [blank] to [blank]

Simply identify your target audience and the benefit you can provide them, and fill in the blanks.

• Here is a Method That is Helping Homeowners Save Hundreds on Insurance
• Here is a Method That is Helping Children Learn to Read Sooner
• Here is a Method That is Helping Bloggers Write Better Post Titles

4. Little Known Ways to [blank]

A more intriguing (and less common) way of accomplishing the same thing as “The Secret of…” headline.

• Little Known Ways to Save on Your Heating Bill
• Little Known Ways to Hack Google’s Gmail
• Little Known Ways to Lose Weight Quickly and Safely

5. Get Rid of [problem] Once and For All

A classic formula that identifies either a painful problem or an unfulfilled desire that the reader wants to remedy.

• Get Rid of Your Unproductive Work Habits Once and For All
• Get Rid of That Carpet Stain Once and For All
• Get Rid of That Lame Mullet Hairdo Once and For All

6. Here’s a Quick Way to [solve a problem]

People love quick and easy when it comes to solving a nagging problem.

• Here’s a Quick Way to Get Over a Cold
• Here’s a Quick Way to Potty Train Junior
• Here’s a Quick Way to Backup Your Hard Drive

7. Now You Can Have [something desirable] [great circumstance]

The is the classic “have your cake and eat it too” headline - and who doesn’t like that?

• Now You Can Quit Your Job and Make Even More Money
• Now You Can Meet Sexy Singles Online Without Spending a Dime
• Now You Can Own a Cool Mac and Still Run Windows

8. [Do something] like [world-class example]

Gatorade milked this one fully with the “Be Like Mike” campaign featuring Michael Jordan in the early 1990s.

• Speak Spanish Like a Diplomat
• Party Like Paris Hilton
• Blog Like an A-Lister

9. Have a [or] Build a [blank] You Can Be Proud Of

Appeal to vanity, dissatisfaction, or shame. Enough said.

• Build a Body You Can Be Proud Of
• Have a Smile You Can Be Proud Of
• Build a Blog Network You Can Be Proud Of

10. What Everybody Ought to Know About [blank]

Big curiosity draw with this type of headline, and it acts almost as a challenge to the reader to go ahead and see if they are missing something.

• What Everybody Ought to Know About ASP
• What Everybody Ought to Know About Adjustable Rate Mortgages
• What Everybody Ought to Know About Writing Great Headlines

I’ve added a widget to the sidebar of this blog as sort of an experiment.  Some of my friends at nonprofit organizations believe that it’s just too darned hard, too complicated and not worth the effort to ask current supporters to fundraise on their behalf via the online medium.  That is, the technology just isn’t quite “there” yet; that it’s not a priority given all of the other opportunities on the plate; that, although it’s a good idea, it’s not a GREAT idea.  There’s just bigger fish to fry.

I totally understand.  And yet, I have a few minutes of spare time on my hands (yeah, right) and with some help from friends, ah heck, why not just try.  I figure there is so much great, valuable information out there.  For example, Beth’s Blog has been educating us on widgets all this month.  Her post, “Let’s Go Widget Shopping!” along with her interview with Michael Stein (An Interview with Michael Stein) are must-reads on the subjet of giving this business of fundraising into the hands of donors passionate about their causes.  I have always believed that donors are more generous and more passionate than we know. 

And then, just when I thought I could hide, doesn’t Mr. Don’t Tell the Donor himself publish a post asking for donations so that he could have the funds to add more value to this world of ours.   I love it.

Both great bloggers mentioned (and are using) ChipIn. From the website: “ChipIn is a Web-based service that simplifies the process of collecting money from groups of people. We make this process quick, easy, and secure, and we provide organizers with numerous ways to get the word out about their ChipIn event.”  Is it quick?  Is it easy? Is it secure?  I thought I’d give it a try.

Literally, within a few minutes my “ChipIn Event” was up and running.  I decided I would try to raise $400 so that I could purchase 10 pigs for 10 African children.  And I’d try to to it by Christmas Day.  Creating the ChipIn widget was fairly easy and it certainly was quick. 

Of course, I have a plan to use my sphere of influence to help. As part of that plan, I’m asking you.  I realize you may not know me but you do know about children in need and you do know World Vision. Please give to my “10 Pigs For 10 Kids” Christmas Campaign for World Vision.  Not only do I want to help children, I also want to prove to my friends that maybe, just maybe this idea of the Participant Fundraising is something to seriously consider. 

I know a story of a woman in Calgary, Alberta Canada.  Her two sons were killed in a car accident a number of years ago. One of those events in life in which there are no answers, no reason, nor rhyme.   The death of her sons left with a gaping hole in her heart as large and lonely as a vacant lot.  So she picked herself up from the ruins and did something about it.  She set up a memorial fund and started cooking Christmas dinner for friends and family.  When dinner was over, she asked them to donate to the fund.  That was 22 years ago. Well, this past year, she served 1,500 turkey dinners under a big-top tent and raised thousands of dollars for the local homeless shelter.  She covered that ugly vacant lot with a huge beautiful tent. 

I think that’s what ROI really means, Return on Influence.

Max Kalehoff has written an excellent article for OnlineSpin, a Media Post Publication and as a post in his blog. “Ten Trends in Transforming Marketing Measurements” explores what marketing via the new media will mean for data-driven, response oriented advertising (and fundraising, of course) campaigns.  Here are excerpts from the article:

1. Digital network adoption. Mass adoption of the Internet and digital networks is fundamental, if obvious. Their impact on how we share and manage information is now perhaps the most significant influence on the evolution of metrics, among all that follow.

2. Attention erosion. Our networked society has resulted in massive increases in consumer choice and, from a marketer perspective, an erosion of attention. Many economists postulate that we’re undergoing a transition away from an economy based on shelf space to one based on attention scarcity.

3. Speed of measurement. The near-real-time intelligence delivery that characterized the Bloomberg terminal is permeating nearly all facets of marketing measurements. Even if measurements are not delivered instantaneously in a slick, colorful dashboard, the expectation of faster data and actionable insights is growing. Speed is a competitive advantage.

4. Democratization of data and analytics. There was once a time when access to vast piles of market-research data and processing power was contingent upon huge budgets. While that’s still true in many cases, digital networks have made more data more accessible–even sometimes to the point of open-source or free.

5. Observational measurements. In digital networks, people often passively emit both anonymous and identifiable gestures, whether it’s visiting a Web site, programming a TiVo, commenting in a public discussion forum or a host of other activities.

6. Unstructured data. Included with the arrival of observational measurement is analysis of unstructured data. From news stories to discussion forums to blogs to multimedia-sharing sites, people increasingly publish data abundant with insights and trends.

7. Beyond demographics. Traditional demographics–like gender and age–will always be important, but observational techniques are helping marketers to understand and segment their customers in new ways.

8. Customer-centric measurements and planning. The trends above have one thing in common: customers increasingly are at the center of the universe, versus companies, brands, products or media.

9. Data integration comes of age. With more customer and data touch points come the need for more data integration and better market modeling.

10. Reevaluating relationships with whom and what we measure. Finally, as consumers become more empowered, the disciplines of measurement and research will increasingly cater to them (just as marketers are doing in general).

If you don’t have photographs of your real donors (now that’s a shame), then go through several magazines to find representative photos.  Tear ‘em out and tape them to the walls of your office or cubicle. 

As an example, here’s a photo of two women that may be existing donors to your organization.  Take a look.  A very long and thoughtful look.  

One fundraising writer I know begins every first draft with, “Dear Mom.”   This type of approach gives “personalization” a whole new meaning.

Any article or blog post dealing with the issue of not being afraid to ask will automatically get my attention.  I really like this post by Amy Kincaid on her blog, Fundraising Breakthroughs. This post is smart, honest, funny and full of insight . Thought you’d enjoy reading it too.

Here’s a quick snippet: 

The introductory paragraph ends in “And to make all this happen, we need-you guessed it–money. Perhaps even your money.”
The fundraiser in me got a sinking feeling.

It goes on: “So we’re hitting up friends for financial support.”
Holy smokes (sorry, I’m from Kansas City, and we talk that way). Promise me, novice fundraisers, no more violent language. We’re inviting people (aka donors) to join us in work that has meaning.

– Very funny.

While I realize there are many nonprofit organizations using viral campaigns to raise funds, I recently came across one worth a closer look for reasons explained later.  Fight Hunger: Walk the World is conducting viral video contest.  The winner receives a chance to win a trip to film a WFP school feeding project in a developing world. 

Nope, this is not a new story — Beth’s Blog has written about it, as has Netsquared and Citizen Brand (I’m sure I’ve omitted others.)

However, here are my takaways:

• It’s a fresh, new and innovative way to bond a donor to the organization.
• It hits the target audience (youth/young adult) right down-the-middle.  When I showed this to my teenage son, he jumped at the chance to give it a try.  Haven’t seen this much excitement since the PSP.
• The contest pay-off is substantial. The winner receives a filming trip and the video will be used in the upcoming Fight Hunger ad campaign.
• The web site copy sticks to the mission of the organization. “Everyone who enters is a winner because by sharing your creativity you’re joining our global movement to end child hunger by 2015.”  There’s no fluff here to get the reader sidetracked.
• The contest and rules are easily understood and clearly stated.
• Readers can further spread the word about the campaign by adding one of several banner options to websites and blogs. Nice way to extend the idea beyond the contest landing page.
• And in addition to everything else…you can donate to Fight Hunger right from the contest site. If you don’t ask, you won’t get.

Has the public responded?  I dunno.  I searched for the keyword “fhvideo” on YouTube, Google Video, blip.tv and ourmedia.org and didn’t find anything.  I’m sure I was doing something wrong. 

I’d love to hear from others out there that have had success with viral video or photo campaigns.  I guess I’d have to define success, but maybe I’ll let you do that.

• Is E-mail Making a Comback?
• As response rates in other channels rise and fall, more marketers are returning to e-mail as the centerpiece of their digital marketing efforts.
  (tags: email online marketing direct response)
• Seth’s Blog: Top 10 Secrets of the Marketing Process
  Aw, heck. Go ahead and read this even if you think you’re a pro.
  (tags: marketing business)

I love this article by Paul Loeb in that he demonstrates, from his personal experience, the power of matching grants in a fundraising offer.  Typically, matching grants come from corporations, foundations, governments and major donors.  However, the Democratic National Committee “has invited ordinary citizens to make modest online pledges, to be redeemed when new donors contributed.”  Ok, I’m not endorsing the DNC.  But this issue of finding and offering matching donation opportunities to infuse our fundraising appeals is critical. And this approach is innovative.  The article goes on to state that this matching offer appeal became the organizations most effective direct mail campaign in the past two years. 

Yes, nonprofit organizations are still “prospecting” for new donors and that’s how large donor files are created. But the fact is, the face of fundraising is changing.  Our donors are finding new donors.  In turn, we’re rediscovering the “new truth” that fundraising by word-of-mouth is the most effective acquisition strategy we can employ.

(I encourage everyone to get this report!) 

San Francisco, October 17, 2006 - The Direct Marketing Association (DMA) today released its 2006 Response Rate Trends Report, containing some of the most sought-after data on the benchmarks of successful direct marketing campaigns.

“In providing research and information about direct marketing, our most asked questions are what is a typical response rate and what channel will yield the best response for a particular direct marketing campaign,” said Anna Chernis, DMA’s senior research manager. “This report provides a dependable and robust benchmark for a wide range of industries and campaign types.”

In the report, four direct marketing objectives are isolated and reported on separately: direct order, lead generation, traffic building, and fundraising. The report also provides breakouts by direct marketing channel and type of list used (house file vs. prospect), as well as the market (consumer vs. business-to-business) and the industry being advertised.

Among the findings of this year’s report: · Direct Order & Fundraising: For direct marketers whose primary objective was to solicit direct-order sales or motivate customers to make a contribution, Catalog (2.30%) and Direct Mail (2.18%) produced the highest response rates.

Lead Generation: Telephone (2.60%) and E-mail (2.45%) produced the highest response rates for direct marketers whose primary objective was to generate leads.

Traffic Building: Catalog (10.34%) and Telephone (7.83%) have the highest response rates for traffic building, although these figures are based on a small sample of only five campaigns for Catalog and four campaigns for Telephone.

House File v. Prospects: House-file campaigns generally outperformed prospecting campaigns.

Consumer v. Business-to-Business Markets: When used for direct-order generation and fundraising, Direct Mail and Catalog work better in consumer markets. Other media, however, reported their highest response rates in the business-to-business market. Lead-generation and traffic-building campaigns both reported higher response rates for consumer audiences vs. B-to-B. Seven Media, 19 Industry Categories, 30 Products & Services.

The DMA 2006 Response Rate Trends Report includes data for more than 1,500 campaigns received in 2004, 2005 and 2006. For the first time, the report includes trend overviews. The report looks at seven media channels that may have been used solo or in combination to achieve specific campaign objectives: direct mail (flat), catalog, e-mail, inserts, outbound telephone, newspaper, and magazine. In addition, information is provided for 19 major industry categories consistent with the North American Industry Classification System (NAICS), as well as a selection of 30 specific products and services.

The full report is priced at $245 for DMA members ($445 for non-members). It can be ordered through DMA Book Distribution Center by calling 1.800.344.8328 (US) or +1.610.461.3548 (internationally) and online at www.the-dma.org/bookstore.

Source: Direct Marketing Association