Let's Test It And See. Refining a Successful Direct Mail Programme Through Testing
Presentation - Thursday 14th April, 11:55am - 1:00pm
With Jason Cowlam, Direct Marketing Manager, and Katrina Reilly, Direct Marketing Coordinator, New Zealand Red Cross
New Zealand Red Cross' direct mail programme has been running successfully for a number of years. Part of the success is due to an outgoing strategy of split testing on all appeals, changing one aspect of our pack or offer and analysing its effect on response rate and average gift.
In this session we will share some results from the last two years of tests - what worked, what didn't, what surprised us and how it has helped improve our programme.
Major learning outcomes include:
- Understanding the importance and power of testing in a direct mail programme
- Real results and experiences from a New Zealand charity on direct mail 'conventional wisdom'
- Ideas for small changes that can have a big impact on results
About the New Zealand Red Cross Team
Winners of the 2015 FINZ New Zealand Post Direct Mail award, Jason and Katrina manage the direct mail programme for New Zealand Red Cross. Experienced fundraisers they have worked for a range of charities including St John, Surf Lifesaving, Parkinson’s New Zealand and consultants Saints Information and Global Philanthropic.