Be Patient With Dr. Bob

My apologies! You've traveled all this way through cyberspace for a new Monday posting...and I can't give you one.

The problem – a combination of a lot of work (including 4 assignments from hospitals for the doctor) and a cold that's slowed me down.

However, I will have a new posting next Monday. I look forward to having you visit then. Many thanks from...

Dr. Bob
b_knight@telus.net

PARKINSONS & PERCENTAGE RATES

PARKINSONS HITS TWICE
Early last week, I received a package about the Parkinsons Society’s “2007 Superwalk for Parkinsons”. They were looking for me to either take part in their annual walk in order to raise money for the cause, or to make a donation in support of it.

A few days later I received a different package from the same organization. My immediate reaction was that these people were too pushy by half, hitting me up twice in one week.

But when I read the enclosed letter, my feelings changed.

That’s because, in the postscript, they said that I would soon be receiving a mailing about the Superwalk…and that if I didn’t want to wait for it, I could send a donation now.

What an excellent way to deliver a one-two punch.

It’s just too bad that the post office sent the packages in reverse order.

PERCENTAGE RATES
The majority of the financial services pitches I receive are either post cards or #10 packages. That’s why I found an unaddressed mailing from a local credit union to be so refreshing.

The card they sent measures 6” X 6” and is fairly thick. Plus, on the cover – along with a headline reading, “Discover Your Great Rate” – there’s a dotted area, indicating a pull tab. When you open it, you see the great rate that they’re pushing.

They also knew not to leave things to chance, in case I read the other side first. It’s headline spells out their appeal: “Hurry in for your great rate on an 18-month term deposit.”

It’s not a brilliant piece. It’s not going to win any awards. But because it follows some time-tested rules and adds a touch of imagination, it’s sure to drive in some customers.

And since the rate is pretty good, it might even generate some business from…

Dr. Bob
b_knight@telus.net
http://www.symbiomarketing.com
(It’s the web site for non-profits; the one for commercial organizations will be up in a few months)

INFO, OLYMPICS, SLIPPERY SLOPE

IN CASE YOU DIDN'T KNOW

Before commenting on a couple of noteworthy DM pieces I received last week, here’s an FYI…

If you’re in the non-profit field, you might want to check out my web site: http://www.symbiomarketing.com There’s a fair whack of info on it and some insights that may help you. (Already been on it? Visit again around the end of the month – there will be some changes.)

If you’re in the commercial sector, try checking out the site a couple of months from now, when there will be a for-profit section.


AN IDEA OF OLYMPIC PROPORTIONS

The Canadian Olympic Foundation was on the right track with a mailing they sent me last week. To convey the excitement surrounding Canadian Olympic hopefuls, they produced an exciting package – a bright red box measuring about 4” X 9”.

On the back, there’s a full colour photo of Alexandre Despatie, Canada’s 2004 Olympic silver medalist in diving.

The front features a double window, with an Olympic pin showing through the smaller window.

They sure got my attention and whetted my appetite for what was to follow. I knew that I’d received a pin and was now anxious to discover what else the box contained.

But I should have saved my anticipatory thoughts. The only other enclosures were a letter asking me to support Canadian athletes, a donation form and a BRE.

There was nothing wrong with any of the materials. It’s just that the presentation had raised my expectations so high, the fulfillment fell flat. I still can’t figure out the purpose of the box, other than to grab attention…because the pin could have been enclosed in a #10 envelope.

There’s a saying in the service industry: under-promise and over-deliver. It’s something every organization using the mail should bear in mind, if for no other reason than to avoid doing the reverse.


SLIPPERY SLOPE

You’re on a slippery slope any time that you try to do too much with too little. Take one of the ski mountains near my home.

They sent my 13 year old a self-mailer card. On the front there’s a headline reading, “It’s Not Just a Job, It’s a Lifestyle.” Body copy reads, “For Fun, rewarding employment positions and fantastic industry perks, join our team.” And they feature the URL to visit.

Because he’s too young to work on the mountain, I was about to chuck the card into the recycle bin without even showing it to him. Then I noticed the back.

Its headline screamed, “Save 60% on a Full Season Pass” and gave info on how to purchase the discounted pass.

That’s the news he’s been waiting weeks for!

By trying to get one card to achieve two different objectives (to hire staff AND to sell passes), they almost achieved neither with my family.

And who knows how many other recipients threw the piece into the garbage, unaware that the mountain had its passes on sale?

They might now miss the sale and get stuck paying a higher price, unlike the son of…

Dr. Bob
b_knight@telus.net
http://www.symbiomarketing.com

TELEGRAMS & VOUCHERS

If you'll recall last week's blog, I received a faux telegram from citiFinancial – a small outer envelope with a yellow letter that showed through the window. The OE teaser read, "CASH EXPRESS. Urgent Notice Enclosed."

Well, I now have a second 'telegram' from them. But the only difference from the first mailing is the teaser. This one reads, "Urgent Notice Enclosed. PRIORITY EXPRESS." The content of the letters is virtually identical.

I can understand testing two teasers, using different audiences, to see if one significantly outdraws the other. But why send them to the same person in quick succession?

What if the second one wins? Does that mean that teaser #2 is superior and should be used in future? Or does it mean that people need to be hit with a message twice before they respond?

Because of the way they've handled the mailings, they're never going to know.

TEAM-UP VOUCHERS
More and more non-profits are teaming up with private sector partners that promise to match the gifts sent by donors. Terrific approach. I've worked on a number of them myself and they've been very effective.

One of the best matching-gift mailings I've received (other than my own, of course) is from the Canadian Red Cross.

The envelope teaser is typical, reading, "ENCLOSED: Matching Grant Opportunity That Could Double The Impact Of Your Support." The letter, too, is par for the course, explaining the concept and urging recipients to respond while the matching gift program is still in effect.

What sets the Red Cross's mailing apart is a second enclosure – a sheet of 4 vouchers that resemble cheques ('checks' to this blog's American readers).

You detach and return one of them if you're donating $10...a different one if you're giving $15...and the cheque made out for $25 if that's the size of gift you want to send. The Safeway grocery store chain will then match your donation.

And what if you want to give more? There's a blank one to use in that case.

The only thing that bothers me is that the suggested donation amounts are so small. Why not show a little more confidence and go for bigger amounts, especially considering that I've donated to them in the past?

Is their database out of whack?

Or could it be that most people are being asked for $35, $50 and $75...and they only sent the $10/$15/$25 one to people they now perceive to be cheapskates. I'm talking about donors like...

Dr. Bob
b_knight@telus.net