1. How Royal Mail support Charities DMIFG 26 th March 2009 Chris Frow Mary Alcock Judith McLelland
2. Supporter Strategies Get More Supporters Grow the 28 million UK donors Reduce the cost of doing business Drive to web 55% confident web users like to be contacted by mail Get Donors to stay longer 9 % of customers leave due to a competitor 67% leave because of no contact Get Supporters to Donate more Increase the frequency of the median gift from £11.00 Marketing Activity
3. Many more ‘channels’… Sources: TGI, Ofcom, NMA, BARB 2007 125% 500+ 88% 59% 32% 66% 66% HOME OWNERSHIP PEN Device pen. No. OF CHANNELS Multi-channel PEN CONSUMER MAGAZINES SITES NO. OF COMMERCIAL STATIONS NO. OF SCREENS Broadband Pen GAME CONSOLE PEN INTERNET 1985 <1% 4 - 1763 32,500 49 1251 - - 15 - TELEVISION PRESS OUTDOOR RADIO CINEMA COMPUTERS YEAR 1999 40% 76 34% 2672 100,000 222 2600 0% 22% 29% 29% 65% MULTI SET HOMES 39% 57% NATIONAL NEWSPAPERS 18 19 Media choice 1985 - 2007 244,000 8300 3400 276 22 Mobile
9. e x pert data Royal Mail Delivering intelligent integrated marketing Mary Alcock
10. A reminder of what we are about SME Our solutions are built around the four key stages of the customer lifecycle . Our ability to tailor these solutions to the customer needs and their market, ensures a consistent return on client investment.
11. e x pert data Royal Mail Delivering intelligent integrated marketing Data Consultants: Developing New supporter audiences Supporter Journey Mapping Maximising your DM return Managing suppressions
12. e x pert data Royal Mail Delivering intelligent integrated marketing Door to Door
22. Visualising the Segments - affluence High Affluence Low Affluence High Affluence Age 50-64 Prime of Life Age 75+ Later Life Age 65-74 Retirement Years Shows nearest neighbour Self Sufficient Solos Prosperous Pensioners Elderly Comforts Family Fortunes Wealthy Empty Nesters Accomplished Families Educated Elders Diligent Duos Thrifty Twosomes Single Minds Comfortable Couples Family Values Cosy Companions Lone Souls Penniless Pensioners Pound-stretching Pairs Growing Old Together Credit Hungry Families Hard-up Households Scrimping Singles Struggling Alone Comfortable Poor Charmed
23. Visualising Channel Preference High Affluence Low Affluence High Affluence Age 50-64 Prime of Life Age 75+ Later Life Age 65-74 Retirement Years Shows nearest neighbour Online/Phone Phone Face to Face Indifferent Self Sufficient Solos Prosperous Pensioners Elderly Comforts Family Fortunes Wealthy Empty Nesters Accomplished Families Educated Elders Diligent Duos Thrifty Twosomes Single Minds Comfortable Couples Family Values Cosy Companions Lone Souls Penniless Pensioners Pound-stretching Pairs Growing Old Together Credit Hungry Families Hard-up Households Scrimping Singles Struggling Alone
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27. e x pert data Royal Mail Delivering intelligent integrated marketing New Select Audiences: Life Begins at 50 ‘He Men’ Heidi’s Busy Mums Mass Affluence Young Attainers
36. Benefits for you Good for your customers - because it's easy to recycle and will help increase recycling levels to over 80% Good for the environment - because it supports sustainable practices reduces landfill, and reduces the environmental impact of Direct Mail Good for your brand - because over 60% of recipients will consider your brand more responsible Good for your postal costs – because it offers lower postal prices to help offset any additional costs associated with an environmentally-friendly approach Good for PAS2020 – because it’s aligned directly to the new standard, it can support you in your journey towards PAS2020 certification
47. Do charity supporters use the Internet ? Source : 15,749 Charity Givers Have you used the Internet at home or elsewhere in the last 12 months ? 77% WWF 95% Sport Relief 81% Shelter 76% Save The Children 73% RSPCA 83% Oxfam 80% NSPCC 75% Macmillan/Cancer Relief 90% Comic Relief 84% Children in Need 78% Cancer Research UK 70% British Red Cross 72% British Heart Foundation 66% Age Concern 76% All UK Adults
49. DM can drive traffic directly to your website 2 in 3 people refer to mail when searching for a new product or service online 70% of consumers refer to the URL provided in mail when searching online This works to minimise dependence on Search and decreases the chances of users visiting competitors first Refer to postal information when searching for a new product/service online Refer to a letter, brochure or leaflet when searching for a particular company online Sample: 802 16-64 M&F
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51. Using this insight, we’ve developed a model to help integrate DM and digital
