Monday, March 31, 2008

NWF pushes green marketing

A nice round number is $40 million. That's the amount National Wildlife Federation has committed to "green marketing".

Jamie Matyas, NWF COO and EVP of Marketing, announced in a DM News article yesterday that the organization has hired the services of two "green marketing" agencies who are partnering to develop a variety of campaigns, all directed towards their core constituents. To name a few, advertising initiatives will revolve around Ranger Rick and Your Big Backyard kids' magazines, the Great American Backyard Campout, and a college campus program that teaches alumni and faculty how to reduce their carbon footprint.

This goes to show just how dedicated NWF is to our environment. A tactical effort not only to encourage our generation's "green" decisions, but our children's - instilling values that they will carry on with them into adulthood.

Labels: fundraising, green, nonprofit

Thursday, March 27, 2008

Good Insight From Les Gordon

Today's online issue of The Non Profit Times lead off with an interesting article from Les Gordon. He outlines what, in his opinion, are the 7 misunderstandings that non profit mailers must not over look. Unfortunately, he never mentions that for direct mail acquisition a common misconception is thinking that lists are not the most important part of the mailing.

Labels: fundraising, nonprofit

Tuesday, March 25, 2008

Great article by David Ball

As if the publishing industry doesn't have enough problems with paper prices rising and the influence of the electronic media impinging on readership, David Ball's article in DM News highlights how the implementation of a "Do Not Mail" legislation could really hurt not only publishers but all mailers. It's worth a few minutes of your time.

Labels: Do Not Mail, legislation, publishers

Is the "Do Not Mail" threat looming larger?

Every industry news outlet has articles about the threat of the Do Not Mail legislation. The leaders at the DMA have spoken about it for the past year, and more recently DM News' front page article speaks to it. Another article from Multichannel Merchant talks about the pit falls that catalog merchants find when customers use the services of the Opt Out online organizations.

I've said it before, the DMA and our news outlets have done a great job of rallying the troops behind all the initiatives surrounding Green15 and CCC but come up woefully short of communicating directly to the public and the outside news outlets, where most consumers get their information. I'm sure the response from the DMA is one of money. So let's start a capitol campaign to raise funds to hire a PR firm that will produce ad spots and get us in front of the consumer. The Beef industry has done it, the Milk industry has too. Even pharmaceutical companies have gone direct to the consumer.

Enough preaching to the choir. It's time to take this to the front line.

Labels: Do Not Mail, legislation

First time we've ever urged an employee to jump

On April 5th, Mike Kertelits will be joining a crew of others in jumping into Lake Mahopac for "Freezin for a Reason"; a yearly fundraiser to benefit our client, the Cystic Fibrosis Foundation. So far Mike has raised $200 for the cause, $150 of which came from RMI employee contributions. Last year there were nearly 80 jumpers who helped raise $78,000 towards research in finding a cure.

For those of you who want to participate, but may not be so eager to submerge yourself into 35 degree water, Mike is taking sponsorship donations up until the day of the event. "Land Lovers" are also welcome to attend at a $50 fee to enjoy food, music and an open bar.

Labels: fundraising, nonprofit

Monday, March 24, 2008

Inflammatory rhetoric from ForestEthics

For anyone who thinks the threat against the direct marketing industry is blown out of proportion, check out this article by Glenn Horowitz from ForestEthics.org. This guy's not afraid to say anything about anyone. Right or wrong. He's got the National Wildlife Federation in bed with the Bush Administration and the USPS right along side of them because of big dollars.

He does try and do a little back peddling towards the end of the miss-guided treaties, but it's obvious that he doesn't want to be bothered with the facts. His mind is made up -- if it weren't for direct mail the world would be a better place. I wonder if he has ever even been to the DMA's website and actually looked at some of the statistics on conservation and choice that the industry offers. This guy sounds so worked up I think his head is going to explode!

Labels: direct mail, Do Not Mail

Sunday, March 23, 2008

Good news for direct mail

In a recent study done by the University of British Columbia and Harvard Business School it was discovered that people are happier after they spend money on other people. This could be as little as $5.00.

Now as I see it, the best thing to do would be to integrate this information into all direct mail offers both for consumer and non profit appeals.

"Buy this item as a gift... it will make you feel better" or "Donate $10 and feel good. Donate $25 and feel great".

A good creative copywriter could do wonders for your next mailing.

PS: Tip of the hat to Chelsea for the great link.

Labels: copywriting, direct mail

Wednesday, March 19, 2008

Our volunteers return

Rich and Debbie returned from WorkFest today satisfied and proud, yet sore and tired to say the least. Debbie said, and I quote, "I think next time we'll have to send some of our younger employees down." I'd say the college kids won, but Debbie made it very clear that they made a great match for the day - had it been a week like the rest of them, that might have been a different story. (I won't mess with a woman that handy with a shovel.)

Debbie spent her day building a deck, while Rich was apparently the day's hero in aiding with the completion of a home's roof before a storm rolled through. Larry, a construction crew volunteer, said that if it wasn't for Rich lifting those heavy wooden frames (shown above) onto the roof all day, they never would have finished in time.

Way to go Debbie and Rich; you've made us proud! Videos of WorkFest, along with other efforts put forth by the Christian Appalachian Project can be viewed here.

Labels: fundraising, nonprofit, volunteering

A nice DMCNY event

Last week the Direct Marketing Club of New York hosted one of their monthly luncheons. The centerpiece of the day was a presentation by the DMA's staff: Jerry Cerasale, Patricia Kachura, Alan Kuritsky and Terri L. Bartlett. For those of us who regularly attend DMA meetings much of the information was a repeat. But there were a few nuggets to take away:

+ Alan Kuritsky reported that the Direct Marketing industry's overall revenue will show a modest growth again in 2008. It is expected that as the gas prices go up, DM/email will also increase in growth.

+ Jerry Cerasale stressed the importance of adopting the DMA's guidelines on Commitment to Consumer Choice (CCC). He warned against allowing a "third party to take control over your customers". Adding that we want to avoid the "leave me alone" feeling by over mailing to consumers.

+ Patricia Kachura highlighted the progress of the DMA's efforts and marketers in general, siting many interesting fact about how much is saved by utilizing direct mail.

A good question was raised by an audience participant; is there anything the DMA will be doing to go directly to the consumer to educate them about Green 15 and CCC? The answer appears to be what I blogged about a while ago. The DMA is putting the responsibility of educating the public on the members' plates. If an opportunity arises for some one to address the issues in a public forum they will, but no campaign is planned......too bad.

In any event I urge you all to go to the DMA's website and download the information on Green 15 and CCC. Some very good talking points for us all to be aware of.

Labels: DMA, DMCNY, green

Tuesday, March 18, 2008

And while we're on the ad subject....

Who out there hasn't at least looked at the Sobe Life Water in their local deli since the Super Bowl ad with the dancing lizards was aired? The "Thrillicious" video features a troop of multicolored iguanas complete with all the moves of Michael Jackson's back up dancers and one even bedazzled with "grills" on its teeth. The human female dancer is superfluous.

I wonder if the Thriller CD has seen a boost in sales since the ad aired?

Labels: advertising, video

Monday, March 17, 2008

We all have something to learn from Apple

Recently I've realized that I've become numb to most ads on TV. The constant barrage of car ads, skin care, cereal and household cleaners has me oblivious to the differences. Then there are the all too hip ads which feature perfectly chiseled men and women with some abstract message so weird that I can't even remember what they were advertising. Maybe a fragrance or clothing or a dating website... I really don't know.

But over the weekend I noted a really good ad. Apple's new MacBook "Air" commercial is very catchy. The ad is clean, smart and to the point. No glitz. It's just a very pleasant ad.

The simplistic commercial is complimented perfectly with a song called New Soul by Yael Naïm. Now normally, I’d be the last person to ask about contemporary music… which leads me to my point. Not only does Apple always remain ahead of the curve with its media, but is masterful in intertwining its channels together. I watched the commercial, logged onto the website, found the MacBook Air, and was offered to download the New Soul song from the ad - and iTunes if I didn’t already have it.

The takeaway? It’s important to disperse your advertising dollars among multiple platforms with a clear message. But what’s even more important is the connectivity and fluidity between them.

Labels: multichannel marketing, video

Friday, March 14, 2008

Mike Kertelits to Chair DMA NPF Sub Committee

He’s modest, so he wouldn’t make a big deal about it, so I will. RMI's Mike Kertelits has been asked (and has accepted) to serve as chair of the DMA Non Profit Federations Suppliers Sub Committee. This group represents the whole of the commercial partners to advise the NPF of "issues of interest to the commercial sector that serves nonprofit organizations...". In addition he will interface with the Conference Planning Committees and with the Education Committee.

Thanks for your time and effort to our industry Mike.

Labels: DMA Nonprofit Federation, employees

Rich & Debbie off to Operation New Hope

They may look well and strong now, but Rich (manager) and Debbie (broker) who team together for our client Christian Appalachian Project are about to get their butts kicked by a bunch of college kids.

For the past 10 years, CAP has organized Operation New Hope (aka WorkFest), an annual project taking place in March where thousands of volunteers pitch in to make major repairs to desperate homes in Appalachia. Aside from helpers like us, the main team is made up of good-hearted college kids who have forfeited a week of vacation fun to aid those less privileged. Now, Rich and Debbie are on a quest to keep up with them...

They fly out on Sunday. Come Tuesday, the work will begin. Footage and vital stats posted Wednesday. Stay tuned.

Good luck Rich & Debbie!

Labels: employees, fundraising, nonprofit, volunteering

Tuesday, March 11, 2008

"Design that Clicks": the takeaways

I just attended a pretty good webinar produced by Target Marketing Group called "Design that Clicks: Crafting Emails that Encourage Greater Response". You can view the entire webinar for free here (in exchange, of coarse, for being subjected to some harmless plugs). Some of the takeaways were:

+ Design layouts in Z reading patterns similar to the eye movement graph above
+ Develop ongoing dialog with customers
+ Give immediate reason/benefit to clicking thru
+ Provide many links/opportunities to click thru
+ Long copy typically doesn't work
+ Use personalization (text or image) in subject line or above the fold
+ Test, test, test: use an A/B split to test subject line and copy
+ Although it's commonplace in China, sending Flash based emails in North America only gives you a 50/50 chance of deliverability
+ Definition of BAC'N: email you want, just not right now

and the #1 takeaway...

+ Be genuine and respect your audience. Not only by providing a privacy policy and an ability to opt out, but through your language choice. Loud copy like "Hurry! Limited quantities left!" could insult their intelligence. Learn who your audience is and speak to them in a tone they can relate to.

Labels: email, viral marketing

Friday, March 7, 2008

New baby Tenreiro arrives

You may have read our post last week about the in-office baby shower held for Decio (RMI's Network Administrator) and Nicole Tenreiro (Accounting). Yesterday they gave birth to a beautiful, healthy boy named Hudson. He was born at 2:30 AM and is 9 lbs, 21 inches long. All are doing wonderful. Congratulations Decio and Nicole!

Labels: employees

Thursday, March 6, 2008

We snagged two new employees!

At RMI, we have many perks to offer our potential employees. Some of our key selling points being A) Cake Day (thanks Carol Forbes) B) a 24/7 loaded candy bowl C) killer holiday parties, and D) a bunch of really cool people to work with. Justine Ciocchi (left) and Eileen Harrick (right) have decided to be two of them.

Justine has been welcomed into our management division as Associate Account Executive and will apply her fundraising expertise in the sales of the National Wildlife Federation, Arbor Day Foundation and Consumers Union files. In her spare time she enjoys cheering on the Yankees, organizing, spending time with her three-month old baby boy, and expanding on her handbag and shoe fetish.

We also heard a rumor that one of our brokers, Mike Kertelits, was the matchmaker responsible for introducing Justine to her husband of two years. (Now if that isn't proof that this man can match an offer to a highly responsive audience, I don't know what is!)

In accounting, Eileen Harrick has taken over all responsibilities of Nicole Tenreiro as she's left us to embark on motherhood. Eileen has 19 years of industry accounting experience and prior to that worked as a graphic artist at the Housatonic Valley Publishing Company. She enjoys walking and sports. We also hear she also has a few years of bartending experience under her belt, working part time at the Stony Hill Inn. A thorough investigation of the quality of her beverages will be conducted at our holiday party this year. Report to follow.

So welcome to Justine and Eileen. We're excited to have you aboard!

Labels: employees

Wednesday, March 5, 2008

Possible opportunity knocking

These days it seems that around every corner of the office, on the street, in the media people are speaking about the possibility of a recession. People are fearful about loss of jobs, increase in costs, and the unstable economy.

One would think it was time to start storing water and canned goods in the basement for the impending Armageddon. You are beginning to hear rumblings in the direct mail world that organizations are considering scaling back their acquisitions and their renewal mailings in the coming months.

Now don’t get me wrong I am completely behind mailing smarter, but mailing smarter does not necessarily translate into mailing less. According to The Chronicle of Philanthropy smarter can include some of the following:

· Avoid fund-raising cuts
· Keep top donors close
· Tell a good story
· Don’t ignore people who have stopped giving
· Look for donors in thriving industries
· Collaborate with other groups

These times can be ones of great opportunity for organizations. While others are cutting their mailings “you” could be contacting their potential donors with the opportunity to give to your own organization. Potential, Potential, Potential!

Sure things might not seem exactly rosy right at the moment, but look at where you could be in 3 to 4 years. On a personal note, I will be taking this time to invest as much as I can in my 401K. Prices on stocks are down, they will bounce back, and when they do I will have bought at below market prices and will come out on top. Seize the opportunity!

Labels: direct mail, economy

Can't turn your back on this

That cool bear badge above is free-for-the-downloading. To get yours, all you have to do is fill out your name, postal and email addresses and click to send a message to your senators to support the Climate Security Act. The National Wildlife Federation, who has so skillfully used premiums and freemiums to drive membership on the postal front, found a nifty way to garner support online… e-miums. Makes sense. If premiums and freemiums work, why not e-miums?

Labels: badge, e-miums

Tuesday, March 4, 2008

Lickable ads. No joke.

Just in case you don't think copy like "yummy", "delicious", and "tasty" are effectively getting your message across, now: lickable ads. Brilliant. Thanks to Darryl at Brandflakes for pointing this out.

Labels: advertising, paper