The charity Coin Carrier Use Doordrop Media to encourage cash donations
WHISTL NAMED GLOBAL LEADER IN SUPPLIER ENGAGEMENT ON CLIMATE CHANGE
WHY DIRECT MAIL STILL WORKS Although we now live in a digitally- driven world it doesn’t mean that business direct mail is dead. In fact, recent research by the Joint Industry Committee for Mail (JICMAIL) shows businessmail has the highest interaction rates of all mail types. Here we share some of those insights that prove business direct mail still works.
What was your involvement in the campaign? We were appointed to apply our data, insights and analytics to plan and build a targeted doordrop campaign within a very tight timescale. Our start point was to build a bespoke targeting model using 43,000 historical postcodes of anonymous fundraisers which then enabled us to create national and regional Mosaic profiles to enhance our targeting. As headroomopportunity was key to the success of the campaign, the London TV region was excluded from the campaign due to the high penetration of existing donors in that region. Howwas themessage communicated? The creative led with a ‘Shave the date’ theme which included an offer of a free razor to those signing up to the Movember campaign. Inside, the doordrop outlined the scale of the men’s health crisis and gave recipients a clear call to action about how they could help in three simple steps. To encourage sign-up, recipients had to register for Movember first before they could claim a free razor. The doordrop was delivered to 250,000 households and unique codes were applied to each leaflet for post campaign evaluation. And the result..? Thanks to our data analytics and highly accurate targeting we achieved our objective of generating more new donors to the Movember campaign. We saw around 3,000 new donors and a response rate of 1.48% of which 79% were new donors. 5,000 free razors were redeemed from the doordrop, giving a redemption rate of 2%.
Doordrops reachmore customers than almost any other broadcast media. So when The Movember Foundation wanted to generate sign ups and raise awareness of men’s health issues, doordrops proved to be the perfect medium. We catch up with Mark Davies, Managing Director of Whistl DoordropMedia, to tell us a bit more about the award-winning What is the Movember Foundation? It’s the only leading global charity tackling men’s health, specifically focusing on three key areas – prostate cancer, testicular cancer andmental health and suicide prevention. And what it the Movember campaign? Every year the charity hosts a Movember campaign which encourages people to grow and groom their moustaches for the full 30 days of November, whilst also raising funds for and awareness of men’s health issues. success of the charity’s Movember campaign. So what was the charity seeking to achieve? Primarily to keep the momentum going of the previous year’s successful campaign by generating sign ups and increasing penetration of new donors within the UK. 10 Whistl Magazine • Summer 2020 Driving momentum for Movember
We’re proud to announce that CDP, the international non- profit organisation that works with companies tomeasure and manage their environmental impact, has awardedWhistl a position on the Supplier Engagement Leaderboard. The award recognises global leaders for their effectiveness in engaging with suppliers across the supply chain to reduce carbon emissions andmanage climate risks. Over 4,800 companies were assessed by CDP and given a Supplier Engagement Rating based on their response to its climate change questionnaire which evaluated governance, targets, scope 3 emissions and value chain engagement. Thesemeasures have earnedWhistl the distinction of being among the top 3% of organisations assessed by CDP, one of fewer than 160 companies on the Leaderboard. Nigel Polglass, Whistl Chief Operating Officer said: “We are delighted that we have improved our performance year on year and that we continue to lead the sector inmaking a positive contribution to reducing CO 2 emissions. Whistl’s
partnership approach to issues like this is reflected in the A-rating for supplier engagement and I am grateful for all the hard work of the procurement and transport teamwho took the lead on this work within the company. “Over the past 12months we have invested heavily in our van and bulk fleet to boost fuel efficiencies and cut emissions whilst also installing telematics like IsoTrak across the entire fleet to improve driving efficiency throughout our operation. It’s great to see that our commitment to environmental sustainability has been recognisedwith this award.” Dexter Galvin, Director of Corporates and Supply Chains at CDP said: “Congratulations to all the companies on the CDP Supplier Engagement Leaderboard for this year. They are showing leadership on engaging their suppliers tomanage climate risk and cut emissions. Given that supply chain emissions are on average 5.5 times as high as a company’s operational emissions, this couldn’t bemore crucial. If we are to achieve the goals of the Paris Agreement and decarbonise the economy, then other companies learning from these leaders and engaging their suppliers is going to be vital.”
What is a Coin Carrier? A simple cardwith 2-4 slots perfect for holding £1 coins and used as the call-to- actionelement ina charitymailingpack. Who uses it? Charities , especially thosewhose new donor acquisitions and fundraising have been hit by GDPR andmore recently the pandemic. Why is it popular? When Charities need to quickly GROW their donor base andwant a cash led programme, Coin Carriers provide high volume donors and high response rates. They are also a great stepping-stone for recruiting regular givers. combinedwith sophisticated targeting, the resulting ROI ensures a successful campaign for that charity. We can assist with everything from creative design, messaging, targeting, modelling of predicted response and evaluations of the campaign’s performance. Email moreinfo@whistl.co.uk or visitwww.whistl.co.uk/industries/ charities Whistl verdict When these standout packs are
ADDITIONAL REACH ACHIEVED BY BUSINESS DIRECT MAIL
IS THE AVERAGE LENGTH OF TIME BUSINESS MAIL STAYS IN THE HOME
OF BUSINESS MAIL DRIVES CONSUMERS TO BUY SOMETHING / MAKE A PAYMENT
OF BUSINESSMAILDRIVESVISITS TO THE SENDER’S WEBSITE
OF BUSINESS MAIL DRIVES BRAND CONVERSATIONS
For more information about Whistl’s environmental policy visit www.whistl.co.uk/about-us/environment
SOURCE : JICMAIL
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Whistl Magazine • Summer 2020
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