|
|
|||||
|
|||||
| Path: Main Street : Resources & Library : Research Articles : Feature Article |
Interactive Direct Mail (TM) --- the next step in direct marketingDecember 11, 1996; Canadian FundRaiser
While it still may not be as personal as a call from the board chair, a new interactive resource promises to make your donors feel right at home while they visit you. Interactive Direct Mail (TM) or i-mail, is a new technology developed by Westminster International, a Toronto-based direct mail house. I-mail blends traditional direct mail, the World Wide Web, and database information to create a highly personalized interface for communicating with donors and supporters.
Using the i-mail program, donors receive a piece of direct mail with traditional response mechanisms, as well as an invitation to visit a personalized web page for further information. When visitors log on to the site and provide some basic information about themselves, the server merges database information to create a unique suite of pages. Depending on the type of organization and the depth of database information, pages might offer details about recent initiatives that have taken place in their geographic area or developments and success stories since their last gift.
According to Terry Shane, president of Westminster, the web pages attract both those who are curious about the new technology and those who may want more information before signing a cheque or filling out a pledge card. "They have a chance to drill down to reach the information that is appropriate for them." Where direct mail must address the more general aspects of an organization's programs or services, i-mail can create highly individual pages based on location, previous giving information or any number of other database variables.
This integrated approach is generating significant response rates too. By integrating database technology and easy web access, Shane has found that he can build inquiry rates from the one percent standard for direct mail to more than six per cent. "The longer we can involve them in the offer, the greater the likelihood of developing a relationship with the person," he explains. The need to appeal to a general audience with direct mail prohibits the depth of information sharing that has been proven to build relationships.
The i-mail pages can serve as a mini web site on their own or they can be integrated with your existing web site. When they are integrated to your existing site, donors can access information tailored specifically to them on the i-mail pages, and then (hopefully) move directly to your online donation form or more general information on your site.
One of the spin-off benefits of the program is mailer access to information about the donor. If the direct mail piece generates a visit to the web site, this response entitles the mailer to capture all database information for their own mailing list. This easy information capturing is particularly useful for those organizations that are buying or trading lists frequently.
Unlike direct mail, where costs are proportional to the number of items mailed out, the majority of costs for an i-mail program are upfront expenses for programming and database mounting. Program expenses vary significantly, depending on the size of the mailing and the complexity of database integration and web site design. Costs might range from $12,000 to $15,000 for a suite of 25 web pages and a mailing list of 100,000. The marginal costs of the program as it expands, however, are almost zero, so a program for 500,000 people might cost only $20,000.
While the new service has only been used by commercial organizations to date, Shane is enthusiastic about the potential for charities using i-mail. Whether you're cultivating existing supporters or encouraging potential donors to explore your diverse services or programs, i-mail offers an interesting opportunity to merge a traditionally successful fundraising method with an exciting new level of interactivity and personalization.
For more information about i-mail, contact Terry Shane at (416) 494-6245, or e-mail at mailman@westminster.ca.
|
|||
