By Larry Riggs
A direct mail campaign targeting previous donors on its email file raised $45,000 in four days for The Wheeler Mission. The nonprofit, which feeds and helps the homeless in Indianapolis, dropped 9,000 pieces on Dec. 28, resulting in a 3% response rate, says Steve Kerr, chief development officer.
Why the surge of end-of-year generosity? One obvious reason is the potential tax deductions for donors, says Kerr, noting that the media attention Indianapolis is receiving because it’s hosting the Superbowl hasn’t hurt either. But despite these results, one Mission goal this year is to greatly reduce the amount of conventional mail and replace it with email.
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By Richard H. Levey
Marketers seeking reasons for optimism in 2012 should cast their eyes toward Washington, DC and London. This year's U.S. Presidential election, along with the summer Olympics, will help boost spending on above-the-line channels such as broadcast media, periodicals and outdoor venues by 3.5% to an estimated $123.1 billion, according to Winterberry Group's Outlook 2012 for direct and digital marketing study.
The forecast for below-the-line mediums, including direct and digital channels, is even more optimistic. Winterberry projects spending among these as rising by 5.2%, to $227.2 billion.
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By Larry Riggs
Language instruction system Rosetta Stone (www.Rosettastone.com) has launched its first direct response television campaign in Canada.
The 60- and 120-second spots—running on Canadian Broadcasting Corp. networks, CTV News, BNN (Business News Network) OLN (Outdoor Life Network), TWN (Third World Network, National Geographic and Action Networks—will supplement ongoing retail and online marketing efforts.
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By Richard H. Levey
So much for home-field advantage. Among the top 10 companies an American Express/National Retail Federation Foundation survey recognized for excellence in customer service, fully half are pure-play online marketers. As in, no brick-and-mortar presence whatsoever.
The list itself is fairly static. Every company chosen in 2011 to receive the Customers’ Choice Award – Amazon.com; JC Penney Company; Kohl’s Department Stores; Lands’ End; LL Bean; Newegg; Nordstrom; Overstock.com; QVC; and Zappos.com – had previously received the honor again in 2010. And in 2009, when 11 companies were recognized, nine of 2011’s honorees were winners.
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