Anthea Iva, irector of Redstone Marketing asks three fundraisers for their perspectives.Planning for end-of-year campaigns is underway – what tips and tricks or new approaches will you be applying this year?
SHARON ELLIOT CEO, Ethiopiaid Australia
Planning for our end-of-year campaign is most definitely underway – in fact, it began two years ago when we started overhauling all of our print campaigns. After a great deal of testing in copy, creative and data, we’ve seen our average response rate increase to 13% across all mailings and 16% for major appeals. For our end-of-year campaign, we’ll be revisiting many of these tested tips and tricks, along with a few new approaches.
Our first approach is to apply simple optimisations for campaign copy and creative. This includes tactics such as improving readability (black text, minimum 14-point fonts, serif fonts for print, sans serif for online, plenty of white space), making the donor the hero of the story, and featuring an emotional, compelling and personal case study from a beneficiary.
We’ve also found it worthwhile to spend time testing…