APPEALING TO ANIMAL LOVERS ONE BY ONE
SPCA International asked WiredPente to test the ability of variable communication and cross-channel marketing to increase response to an appeal for donations to lapsed donors and prospects.
The drivers used to increase the relevance of the message were, pet (dog, cat or other), presence of children in the home, location, age, gender and past campaign contributions including the amount of that contribution.
Using these variables, we developed a traditionally styled direct mail package containing a premium and a second communication that didn’t include a premium.
A simple postcard with a PURL
This second package took the form of a single-fold postcard. While the traditional package allowed for regular mail response, both packages had a PURL that took the recipient to a micro-site that responded to the individual in a unique way.
A site that knows you
Like the imagery on the piece you had received through the traditional mail channel, if you had given to a previous campaign, the imagery reflected that. And, if you were a prospect exploring SPCAI for the first time, it welcomed you and recognized that. The micro-site gave you direct access to explore specific parts of SPCAI that your segment was profiled to be interested in. At all times the opportunity to respond with a donation was available no matter where you found yourself on the site.