Posts Tagged personalized URL
The Cooperstown, NY-based National
Baseball Hall of Fame (NBHOF) needed
to raise $1.25 million in a capital
campaign to fund “One for the Books,”
a landmark exhibit designed to tell the
stories behind baseball’s most
cherished records. In order to increase
donor engagement they encouraged
donors to make gifts in honor of their
favorite team or player.
Curtis 1000 has been working with the National Baseball Hall of Fame for
over 15 years and, based on a strong track record of previous successful
campaigns, was a natural fit to enhance and run the “One for the Books”
campaign. The program launched in the fall with a traditional direct
mail appeal, followed up by a personalized postcard that featured design
elements from the first mailing. The call to action drove donors to a
personalized URL (PURL) that was populated with copy about their favorite
player or team based on information in the NBHOF database. From their
personal landing page, donors were encouraged to donate in honor of their
favorite Hall of Famer, explore exhibit information, view the top 10 players
honored by donations at that point in the campaign, and share with friends
through social networking tools.
A second postcard to
both donors and
gifts and increased
NBHOF also sent
a number of carefully
timed emails to donors
and non-responders that
shared campaign progress and encouraged additional gifts. The multichannel
campaign included 10 touch points with each constituent,
including traditional direct mail, postcards promoting a PURL and email.
After successfully reaching their fundraising goal, the NBHOF turned to
Curtis 1000 to produce a DVD of the exhibit opening celebration. This was
sent to donors to thank them for their support and continue the high level
Curtis 1000 helped the NBHOF exceed the $1.25 Million goal by 12%, with
over $1.4 million in donations. NBHOF had a 4.92% donation ratio on the
PURL sites — more than twice the industry average conversion rate of
1.73% [according to the Direct Marketing Association 2010 “Response Rate
Trend Report”]. In addition to raising funds, the PURL sites helped to
further engage donors in the project, with 38.46% clicking on the favorite
record holder and 27.97% clicking to learn more about the exhibit. Knowing
which areas of the PURL were of greatest interest to donors can help the
NBHOF with future campaigns. In addition, 99 people, or 3.53%, shared the
information either through Facebook, Twitter or “send to a friend.” The
NBHOF was extremely happy with the results of the successful campaign.
Ken Meifert, Senior Director of
Development at the National Baseball
Hall of Fame and Museum, had this to
say: “We were extremely pleased with
the multi-channel approach that
Curtis 1000 recommended for our
‘One for the Books’ campaign.
Leveraging their expertise in
multi-channel marketing we
developed a very personalized
approach, using a variety of
marketing channels including direct
mail, email and PURLs. All of these
channels were then implemented so
that they supported and enhanced
each other to achieve outstanding results. This was our first use of PURLs
in a campaign and Curtis 1000 seamlessly took care of all of the details.
Due to the success we had in working with Curtis 1000 we will certainly
be utilizing this solution again on future campaigns. The Curtis 1000 team
is fantastic to work with as they focus on our success by bringing value add
programs to the table that meet our specific needs.”
Curtis 1000 Gives Credit Union Fresh
New Look at Marketing to Members
Members First Credit Union of Manchester, New Hampshire, has three branches and approximately 13,000 members. The demographics of the credit union membership are mostly middleclass, highly blue collar, with moderate incomes. Members First was looking to put together their yearly marketing strategy. To help them with this process, the Curtis 1000 MarketWise Group ran a geodatabase demographic report and built an executive summary of the findings. Members First was eager to incorporate this information into their plan, but they also needed a better idea of what their current members thought of the credit union.
Curtis 1000 helped the credit union put together a customer satisfaction survey. The multi-channel campaign consisted of a direct mail postcard with a personalized URL (PURL), printed surveys for inside the branches, and signage to promote the survey. The goal of the survey was to define how Members First should position themselves throughout the upcoming year, what products and services to promote, and any changes that should be made inside the branch locations. The postcard and corresponding PURL survey were divided into two distinct age segments: 18 to 39 and 40 plus. Both groups saw the same message, but the images changed to better fit the target audience in each age segment. The postcard clearly displayed the PURL and the offer on the front and the back of the postcard for high visibility and response rate. In addition to the postcard/PURL being sent to all their members, signage was posted at each branch location promoting the survey and offer. The members had two options to complete the survey —visiting their PURL or completing a printed copy at their local branch. In return for completing the survey, the credit union’s members would be entered in a drawing to win $1,000 toward their homeheating expense (or gas card if they were not a homeowner).
The survey was active for two months. There were 702 visits to the PURL survey (5.1% visit rate) and 645 completed responses to the survey (4.7%). Based on the two age demographic segments, 152 (24%) of the responses were from the 18-39 age group and 493 (76%) responses were from the 40+ group.
Marcell Cruz, Director of Sales and Marketing for Members First Credit Union, says, “Working with Curtis 1000 has given our credit union a new, fresh look on how we should be marketing to our members to bring in the business.”