Mail's evolving role in today's charity marketplace.

1. MAIL’S EVOLVING ROLE
IN TODAY’S
CHARITIES MARKETPLACE
Date
Audience

2. WHAT WE WOULD LIKE TO TALK ABOUT TODAY
 The charity sector and the role of mail
 The new news about mail
 Why use mail now
 Our products and services
2

3. CHARITIES
AND THE ROLE OF MAIL
3

4. AFTER A TOUGH COUPLE OF YEARS
CHARITABLE GIVING IS GROWING
0
10
20
30
40
50
60
70
Sept Oct Nov Dec Jan
2012/13
2013/14
 The latest Halifax giving monitor (March 2014) reveals that
76% of consumers are now donating the same amount they
did before the economic downturn in 2008. That is a 23%
increase over the last three years.
 This is also reflected in the latest CAF UK Giving report
released in March 2014 which shows the proportion of giving
going up year on year in every month
 The same charity sectors remain popular – health 30%,
children 26% and animal welfare 21%
Proportion of people donating to charity in the previous month, CAF ‘Year of Giving’ study
Source: UK Giving 2012/13, CAF, 2014
4
Source: Halifax Giving Monitor, March 2014

5. 25-34 GIVING MORE IN PAST TWO YEARS
45+/AFFLUENT KEY FOR VOLUME/£££S
“Looking back over the last year or so, would you say that you have given more or
less money to charity than in previous years?” | 2014
0%
20%
40%
60%
80%
100%
2012
2014
Male
Female
16-24
25-34
35-44
45-54
55-64
65+
AB
C1
C2
DE
Given more Given the same amount Given less Not sure
Source: Charity Awareness Monitor, nVision, April 2014
0%
20%
40%
60%
80%
100%
2013
2014
Male
Female
16-24
25-34
35-44
45-54
55-64
65+
AB
C1
C2
DE
£0.01- £1.99 £2- £4.99 £5 - £9.99 £10- £19.99
£20-£49.99 £50-£99.99 £100-£499.99 £500 or more
“In total, approximately how much money have you donated to any charities in
the last 3 months?” | 2014
 Over the last two years the trend has been for
younger audiences, particularly 25-34, to give more
both in volume and value terms
 The middle-aged “boomer” groups seem to have
given less in volume terms
 But the middle-aged/older age and affluent groups
are still more likely to give larger amounts to charity
 This presents an opportunity to target distinct
lifestages with tailored messaging, price points and
propositions
 It makes us re-evaluate LTV of supporters and
consider how we manage relationships over time
5

6. PEOPLE TEND TO SUPPORT DIFFERENT CHARITY
TYPES AS THEY PASS THROUGH DIFFERENT
LIFESTAGES DUE TO PERSONAL INTERESTS
 Different charity sectors have different
lifestages who are more likely to
donate
 This gives us an opportunity for
lifestage targeting. Also a more long
term view of charitable giving over
time (LTV).
 Highly targeted mail can have a role
in either being the lead channel to
older audiences and a support
channel with email/TV for younger
audiences
 With charities recruiting younger and
younger supporters, there is a need
to manage the relationships over a
longer period of time
Source: TGI, Kantar Media, July 2013 to June 2014
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
65+
55-64
45-54
35-44
25-34
15-24
Older age groups
Middle-aged “boomer” groups
Younger age groups
6

7. CERTAIN FUNDRAISING METHODS
ARE SHOWING A DECLINE IN PUBLIC INTEREST
0% 20% 40% 60% 80% 100%
Donated to a charity shop
Bought from a charity shop
On-street cash collections
*Buying products that include charitable…
Raffle
By standing order or direct debit
Taking part in or sponsoring someone in an…
Charity Lottery
Debit card or credit card
A collection envelope through the door
By text message/SMS
By membership subscription
Cheque
Payroll giving
Donated as part of an online game
2010
2012
2014
Source: Charity Awareness Monitor, nVision, 2014
Base: 726 respondents who donated to charity in the last 3 months aged 16+
“In which of the following ways did you give?” 2014
 We are starting to see decline in some
channels, especially in street collections
(regulations and unpopular) as well as
raffles and events
 Lotteries have grown, as well as some of
the newer channels like SMS and online
gaming
 Good news is the slight growth in Direct
Debit giving from a low in 2012
 Charities need to be good at spotting
opportunities to cross and upsell different
and new ways of giving. Targeted mail
can work effectively in doing this.
7

8. MAIL IS STILL THE PREFERRED CHANNEL
OF COMMUNICATION IN THE CHARITY SECTOR
 Direct Mail continues to enjoy the biggest
share of advertising spend
 Direct Mail accounted for c58% of all
Charity advertising. Many charities also use
substantial door drop campaigns.
 Direct mail is most popular in Health, Animal
& Environmental related sectors
 TV spend varies by charity type/audience.
More charities are using SMS/Call-back
options with phone/mail used as a
conversion device.
Charity sector advertising share by media (%)
Source: Nielsen Ad Dynamix, October 2013 to September 2014
66
47
70
37
57
66
48 48
0%
20%
40%
60%
80%
100%
TV
Radio
Press
Outdoor
Internet
Door Drops
Direct Mail
Cinema
Cinema, 1
Direct Mail, 58
Door Drops, 4
Internet, 1
Outdoor, 2
Press, 9
Radio, 3
TV, 23
8

9. WITH THE GROWTH IN GIVING, MANY CHARITIES
INCREASED THEIR DIRECT MAIL SPEND LAST YEAR
Charities who increased their mail spend, October 2013 to September 2014
Source: Nielsen Ad Dynamix, 2014
9

10. MANY OF LARGEST CHARITIES INVEST HEAVILY IN
MAIL AND USE DOORDROP AS PART OF THE
Mail Spend by charity
MARKETING MIX
Direct Mail
Advertiser Expenditure £s
Guide Dogs For The Blind Assn 10,697,152
Macmillan Cancer Support 8,587,914
British Heart Found 8,048,540
Marie Curie Cancer Care 7,091,032
Salvation Army 6,893,083
Blind Veterans Uk (London) 5,631,968
Ifaw Intl Fund For Animal Welfare 5,623,284
British Red Cross 5,050,202
Crisis Charity 4,944,693
Cancer Research Uk 4,477,755
Pdsa Peoples Dispensary Sick Animal 4,328,668
Dogs Trust 4,320,842
Royal British Legion 4,267,766
The Smile Train 4,199,785
Royal Natl Lifeboat Inst Rnli 3,431,537
Children With Cancer Uk 3,347,841
Age Uk 3,323,507
Worldwide Cancer Research 3,057,375
Rspb Royal Society Protection Birds 2,839,937
World Cancer Research Fund 2,830,229
Nspcc 2,810,958
Advertiser Expenditure £s
British Red Cross 2,018,543
Water Aid Charity 1,207,237
Cancer Research Uk 1,042,436
Crisis Charity 1,018,068
Royal Natl Lifeboat Inst Rnli 873,495
Nspcc 770,799
Royal British Legion 711,867
Salvation Army 616,414
Marie Curie Cancer Care 390,849
Macmillan Cancer Support 360,395
Wwf World Wide Fund For Nature 358,117
Alzheimers Society 314,723
Age Uk 287,982
Barnardos Charity 280,186
Woodland Trust 251,807
British Heart Found 246,235
The Smile Train 193,743
Friends Of The Earth Ltd 193,267
Starlight Foundation 181,849
Spana Protects Animals Abroad 165,785
St Mungos Charity 156,397
Scottish Spca (Scotland) 146,320
Source: Nielsen Ad Dynamix, October 2013 to September 2014
10

11. DIRECT MARKETING HAS A SEASONAL PEAK
- IS THERE AN OPPORTUNITY TO TALK TO DONORS
AT OTHER TIMES OF THE YEAR?
 20.2% of all charity door drops and
13% of mail sent in the past year were
delivered in November
 Although Christmas is the peak time
for charities, there are interesting
ways to use mail to get cut through at
other times of the year with targeted
messages to different audiences
Direct Mail % volume by month
Door drops % volume by month
11.2
13.0
7.8 7.1
9.1
8.8
8.0
5.5
7.8
6.1
6.7
9.0
13.9
20.2
8.0
11.6
7.3
8.2
6.6
5.2
4.9
3.5
2.7
7.9
Source: Nielsen Ad Dynamix, October 2013 to September 2014
11

12. PEOPLE WHO DONATE TO CHARITY
ARE VERY MAIL RESPONSIVE
Source: TGI, Kantar Media, April-June 2014
81% tend to open
all their post
62% have
responded to direct
mail in the past year
76% like to receive
money off coupons,
vouchers or
discounts by post
44% bought or
ordered something
as result of mail they
received
37% used a coupon
as a result of
receiving mail
69% welcome
mail if it is meant
to reward their
loyalty
12

13. THE DIGITAL FUNDRAISING REVOLUTION
HAS NOT YET HAPPENED
Remember, not everyone is online. According to TGI,
53% of those over 75 years old and 24% of those in
socio-economic group E have not used the Internet in
the past year.
 The total number of donors giving via digital
channels has remained static for the last 3 years
at 7%
 Charities lag way behind other industries, such
as retail - 75% of population shop online but
only 7% give online
98% 99% 99% 95%
89%
76%
47%
2% 1% 1% 5%
11%
24%
53%
15-24 25-34 35-44 45-54 55-64 65-74 75+
Yes No
Have you used the Internet in the past year? *2
4%
2%
0%
7%
2%
0%
7%
1%
0%
7%
2%
1%
Online Phone Text
2008/09
2009/10
2010/11
2011/12
Proportion of people giving by method 2008/09 – 2011/12 *1
*1 Source: UK Giving, An Overview of Charitable Giving in the UK 2011/12,
CAF & NVCO, November 2012
*2 Source: TGI, Kantar Media, August 2013 to July 2014
13

14. THE MARKET DYNAMICS AND TARGETING
STRATEGIES ARE REFLECTED IN THE DIFFERENT
MESSAGING APPROACHES
Source: Ebiquity, August 2014
Higher Value AsksLow Value Promotional Fundraising
A range of acquisition techniques from large volume low value asks to highly targeted high value asks
Traditional £2-£5 Per Month Fundraising
14

15. CREATIVE THEMES BY PRODUCT/GIVING TYPE
Cash – Mainly used in supporter
mailings, some in acquisition
Raffle/Lottery – Still used in
acquisition and cross sell growth
in lottery vs. raffle
Legacy – More focus on legacy
mailings to younger boomer
audiences
Events – Proliferation in
charity event marketing
Source: Ebiquity, August 2014
15

16. CASE STUDIES SHOWING THE
EFFECTIVENESS OF MAIL AND
DOOR DROPS IN THE MARKETING MIX
16

17. GREAT TARGETING AND CREATIVE TO
Background:
Since the economic crisis, competition is fiercer. Many charities have
deployed shock tactics to get cut through. But for Breast Cancer Care, this
was not their approach.
Solution:
Leveraging data insight, people were selected who had previously given to a
cancer charity and who enjoy baking. The target audience was: Susan, an
ABC1, 50 to 65-year-old woman, so the most effective way to reach her was
personalised and regionalised direct mail.
Results:
4.2% response rate, outperforming the control cell by 1,400%. Achieving
better results from a cold audience than from the supporter database - with a
97% uplift. ROI is projected at 9.2:1.
PRODUCE RESULTS : BREAST CANCER CARE
Source: DMA, Silver Winner, Breast Cancer Care, 2010
17

18. DONOR ACQUISITION – INTERACTIVE
MAIL SHOWING PEOPLE HOW THEY CAN MAKE
A DIFFERENCE: FRIENDS OF THE EARTH
Background:
Friends of The Earth needed to raise money and win new supporters.
However, they needed to overcome the fact people often say they feel
daunted and powerless about environmental issues.
Solution:
A mail pack was sent to people interested in environmental issues,
especially wildlife. The pack contained wildflower seeds to help save bees
and demonstrated that everyone can have an impact.
Results:
Response rates for the campaign hit 141% of target and revenue reached
151%. 14% of donors who bought a Bee Saver Kit also purchased one for
a friend.
Source: DMA, Silver Winner, Friends of the Earth, 2013
18

19. 19
ACQUISITION & RETENTION STRATEGY
THE SALVATION ARMY GREW THEIR BASE
TO 217K DONATIONS IN 5 YEARS
Background:
The heart of The Salvation Army’s fundraising is a 6 week marketing
campaign before Christmas, during which they recruit all their new
donors. However, this had been the approach for years and was tiring.
Solution:
To use TV to boost the direct response channels, informed by insight:
television predisposes consumers to respond to direct marketing. Over
five years, mail volumes increased 2.5x and door drops 1.5x.
Results:
As a result, the number of new donors recruited grew by 261% and
total donations grew by 48%. Mail remained the most cost effective cost
per new donor acquisition – other channels generated large amounts of
donations from current donors.
Source: DMA, Gold Winner, Salvation Army, 2011
“Over the last five years, we have diversified and
expanded our appeals and acquisition programme as
new media open up. The ways in which people
respond have changed but mail is still our anchor
medium to put The Salvation Army visibly on the
doormat of many millions of homes each year”.
Julius Wolff-Ingham, Head of Marketing

20. DONOR ACQUISITION – DOOR DROPS DELIVER
FOR THE ROYAL BRITISH LEGION 11-11-11
Background:
Remembrance Day happens every year – but that means it's
mature as a campaign, and recruiting new (younger)
supporters is increasingly hard.
Solution:
An intelligent door drop model was used, which overlaid data
from existing supporters to find the best postcodes. A card
poppy was included with the mail for people to write a
message of support on.
Results:
Cold activity paid for itself. Warm activity achieved an ROI of
almost £6 for every £1 spent. Raising almost £2.5m, 28,000
new supporters were recruited.
Source: DMA, Gold Winner, Royal British Legion, 2012
20

21. CRIMESTOPPERS USED INTERACTIVE MAIL TO
HIGHLIGHT DANGER AROUND CANNABIS FARMS
Background:
Evidence indicated the majority of cannabis farms were linked to
"organised crime“, bringing violence and crime to communities.
Crimestoppers needed to reach residents where the cannabis farms
were likely to be.
Solution:
A highly targeted mail campaign was created. 13 regional UK police
forces identified key urban areas and supplied 220,000 addresses. A
scratch and sniff mailer was created, replicating the distinctive smell of
cannabis plants to grab attention.
Results:
The bureau reported a 63.2% increase in legitimate reports 14 days
after campaign launch. Calls to the bureau increased by 32% during
launch week. The Metropolitan Police raided and closed 34 cannabis
farms, made 387 arrests and seized plants with an estimated street
value of £2.1m.
Source: Design Effectiveness Award, Bronze Winner, Crimestoppers, 2014
21

22.  It’s been proven to be the most emotionally engaging media
 People still enjoy receiving it
 It has increasing standout in a digital world
 It is highly valued by people
 It is omnipresent in people’s houses
 It helps uplift other channels and create value
NEW NEWS ABOUT MAIL
22

23. THE PRIVATE LIFE OF MAIL
MAIL IN THE HOME,
HEART AND HEAD

24. 24

25.  12 Ethnography households
 14 Focus groups
 99 Depth interviews
 213 Neuroscience / biometric participants
 401 BrandScience’s ‘Results Vault’ cases
 416 IPA Effectiveness Databank cases
 1,000+ Academic articles reviewed
 9,504 Respondents across our telephone and online quantitative surveys
18 MONTHS OF RESEARCH
25

26. DEVELOPED IN 8 STRANDS
 Ethnography
 Post ethnography survey
 Multisensory Communications: review of academic literature
 Tactility
 Values: Best Mail
 Mail and Digital 1 & 2
 Neuroscience
 ROI/Effectiveness metrics
26

27. MAIL IN THE HOME
LIFE BEYOND THE LETTERBOX
27

28. 28

29. MAIL GETS OPENED – AT HIGH RATES
Statement, bill or information update
Brochure from a company they have ordered from before
Letter – promotion or special offer
Letter – about a product/service they don’t have
Leaflet without an address about a product/service
Leaflet without an address about a promotion/offer
Brochure from a company not ordered from before
83%
71%
69%
60%
59%
54%
54%
OPEN
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014 29

30. MAIL’S JOURNEY ISN’T OVER WHEN
Adults read their mail on average for 22 minutes a day.
IT HITS THE DOORMAT
1.15PM: Collects mail and brings it into the
home with other bags and belongings
1.30PM: Opens mail whilst doing other jobs
2.15PM: Opens parcel
2.30PM: Uses laptop to get details on a piece
of mail received
5.30PM: Uses laptop again to get further
details on the piece of mail from earlier
8.30PM: Brings catalogue into lounge to read
Source: IPA Touchpoints 5, 2014 (Data based on Monday – Saturday morning)
Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013
30

31. PEOPLE GIVE MAIL TIME
Mail is kept for extended periods, creating a constant presence in the home.
17 daysfor mail
38 daysfor door drops
45 daysfor bills and statements
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014 31

32. AND SPACE
80% of adults kept some mail that
companies had sent them in the last four
weeks.
 ‘The Holding area’ where it is kept
before being dealt with
 ‘The Pile’ for mail that has been read
and will be revisited
 ‘The Display area’ for useful or
important items (local information,
time limited offers)
Display Area
Pile
Holding area
Source: TGI, Kantar Media, 2014
Royal Mail MarketReach, Media Moments, Trinity McQueen, 2013 32

33. MAIL GETS DISPLAYED
39% of people have a dedicated display area for mail in the home
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014 33

34. MAIL IS SHARED
An average of 23% of mail is shared within a household.
Brochure from a company I have ordered from before
Statement, bill or information update
Letter – about a product/service they don’t have
Brochure from a company not ordered from before
Leaflet without an address about a promotion/offer
Letter – promotion or special offer
29%
24%
25%
23%
22%
21%
SHARE
Average of 23%
of mail shared
within a household
Source: Royal Mail MarketReach, Ethnographic Quant, Trinity McQueen, 2014 34

35. MAIL OFFERS A LESS CLUTTERED
ENVIRONMENT THAN DIGITAL
70%
“I feel that I
receive too
many
emails”*
*Source: Royal Mail MarketReach, Mail and
Digital Part 1, Quadrangle, 2013
**Source: Litmus Email Analytics, 2013Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013
Mail stands out due to the proliferation
of digital messages
3%
3%
22%
72%
48%
18%
19%
15%
0% 20% 40% 60% 80%
More than 10
7 to 10
4 to 6
1 to 3
How many items do you receive in a
day?
Email
Mail
51%
of emails are
deleted within
two
seconds**
35

36. INCREASINGLY MAIL IS DRIVING PEOPLE’S
43%
download
something
54%
engaged in
social media
87%
influenced to
make online
purchases
92%
driven to online
or digital activity
86%
connected with
business
Royal Mail MarketReach, Mail and Digital Part 2, Quadrangle, 2014
Question asked(S4Q1): How often have you done each of the following online as a direct result of receiving mail from a business or organisation. Base: All (n=2,375)
DIGITAL BEHAVIOUR
As a direct
result of
receiving
mail
36

37. MAIL IN THE HEART
CREATING AN EMOTIONAL
RESPONSE
37

38. 38

39. 39

40. TOUCH CREATES A POWERFUL
 When people can both see and
touch something, they value it
24% more highly than if they
can only see it.
 Over a third of people say that
the physical properties of mail
influence how they feel about
the sender.
EMOTIONAL RESPONSE
+22% +24%
2.75 2.73
3.36 3.38
0
1
2
3
4
5
Psychological ownership Valuation
VISION ONLY VISION AND TOUCH
Participants were asked to subjectively grade ownership and value on a 7 point scale.
Source: Peck, Joann, and Suzanne B. Shu. The Effect of Mere Touch on Perceived Ownership. Journal of Consumer Research, 2009; IPA Touchpoints 5, 2014
40

41. PEOPLE FEEL VALUED AND HAVE A
BETTER IMPRESSION OF THE BRAND
The emotional impact of mail versus email
I am more likely to take it seriously
It gives me a better impression of that company
It makes me feel more valued
63%
57%
55%
18%
17%
25%
(% True of Mail vs. True of Email)
MAIL EMAIL
Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013 41

42. MAIL IN THE HEAD
HOW MAIL IMPACTS THE BRAIN
42

43. 43

44. 44

45. THE BRAIN RESPONDS MORE STRONGLY
Mail had a much more powerful overall impact on the key measures of the
neuroscience study than email or TV.
TO MAIL THAN TO TV OR EMAIL
Source: Royal Mail MarketReach, Neuro-Insight 2013
168
202
172
127
165
130
105
113
100
0
50
100
150
200
250
Engagement Emotional Intensity Long-term Memory Encoding
Indexvs.'Normal'restingbrain
MAIL EMAIL TV
45

46. IN A MULTI MEDIA CAMPAIGN
SEQUENCING MAIL LAST MAXIMISES IMPACT
Source: Royal Mail MarketReach, Neuro-Insight, 2013
Mail after TV and email
100 100 100
112
101
106
126
121
110
80
90
100
110
120
130
140
Engagment Emotional Intensity Long-term Memory
Encoding
Indexvs.responsefromfirstexposure
MAIL SEEN FIRST MAIL SEEN SECOND MAIL SEEN THIRD
Engagement
46

47. MAIL IN THE WALLET
HOW MAIL MAKES MONEY
47

48. MAIL DELIVERS ROI
Mail ROI showed a strong channel performance in BrandScience cases
Revenue Return on Investment of clients using direct mail
Source: Royal Mail MarketReach BrandScience, 2014
0
2
4
6
8
£
RROI (Revenue ROI)
48

49. Total ROI increased 12% when mail was included in the mix.
MEDIA MULTIPLIER EFFECT
MAIL CREATES A MEASURABLE
Source: Royal Mail MarketReach, BrandScience 2014; advertiser cases including mail versus cases without mail.
4.22
4.63
5…
4.73
4.93
6.31
1
2
3
4
5
6
7
Total Comms TV Print
RROI
RROI-NO MAIL RROI-WITH MAIL
49

50. MAIL DELIVERS NEW AUDIENCES
Adding mail to the mix opens up new responsive audiences. When mail is
added to the schedule
versus email on its own
Source: Royal Mail MarketReach, Mail and Digital Part 1, Quadrangle, 2013 50

51. INCLUDING MAIL DELIVERED TOP-RANKING
Campaigns that included mail
were:
 27% more likely to deliver top-
ranking sales performance
 40% more likely to deliver top-
ranking acquisition levels
SALES AND ACQUISITION PERFORMANCE
Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013
+27% +40%
45%
30%
57%
42%
0%
10%
20%
30%
40%
50%
60%
Sale Acquisition
%Clientslistingtopperforming
improvements
RROI - NO MAIL RROI - WITH MAIL
51

52. WITH MAIL IN THE MIX, MARKET
SHARE GREW 3x MORE EFFICIENTLY
Mail included in multi-channel campaigns drove market share growth with
3x the efficiency versus non-mail advertisers.
2.9xMarket share growth
for all clients
3.4xMarket share growth
for service sector
Comparing market share growth per 10 Extra Share of Voice points (ESOV) shows the increase in efficiency of advertising plans including mail.
Source: Royal Mail MarketReach, IPA Databank Meta-Analysis, Peter Field, 2013 52

53. MAIL IN ACTION
The Salvation Army: An award-winning charity case study
THE SALVATION ARMY
53

54. THE SALVATION ARMY GREW NEW
DONORS BY 262% IN 5 YEARS WITH
Source: Royal Mail MarketReach/Mike Colling & Company. Awards: IPA Effectiveness Awards, Silver
2014; DMA Bronze Award, Best Use of Direct Mail 2012; DMA Gold Award, Best Media Strategy 2011.
Background:
The heart of The Salvation Army’s fundraising is a 6 week
marketing campaign before Christmas, during which they recruit
all their new donors. However, this had been the approach for
years and was tiring.
Solution:
The Salvation Army added both TV and search and
simultaneously more than doubled investment in mail volumes.
Cold mail volume increased +270% to 5.4m while door drop
volume increased 158% to 9.6m.
Results:
The number of new donors recruited grew by 262% and total
donations grew by 48%. £9.5m of immediate incremental income
is projected to become an additional £24.8m over the next five
years, as many new donors give again.
MAIL AT THE CORE
54

55. MAIL REACHES NEW DONORS WITH
Use door drops for reach; cold mail for precision
PRECISION. NO WASTAGE
69%
52%
49%
52%
55%
97%
0%
20%
40%
60%
80%
100%
120%
TV Press Inserts Search Doordrop Address mail
% NEW DONORS
Source: The Salvation Army data, analysis by MC&C 55

56. MAIL WAS KEY FOR ACQUISTION
The Salvation Army used net cost per new acquisition and other key
metrics, rather than just campaign ROI.
£122.89
£57.54 £56.37
£52.80
£31.88
£22.53
£2.08
£0.00
£20.00
£40.00
£60.00
£80.00
£100.00
£120.00
£140.00
Press Doordrops TV Inserts Radio Direct mail Paid search
COST PER NEW DONOR 2010
Source: MC&C/The Salvation Army, 2010 56

57. “Direct mail, both addressed and unaddressed, has the unique
capacity to generate more engagement, response and income
per thousand from consumers exposed to it than any other
medium. In these days of attention scarcity that’s a huge value
to advertisers. When properly integrated with broadcast and
digital media its benefits are amplified”.
Salvation Army IPA Effectiveness Award entry, MC&C, 2014 Silver
THE SALVATION ARMY LEARNINGS
“Mail forms the absolute backbone of The Salvation Army’s
direct marketing fundraising operations.”
Julius Wolff-Ingham, Head of Marketing and Fundraising, The Salvation Army
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58. IN SUMMARY
 Mail brings a brand into the home where it is kept, displayed, and/or shared
 Its tactile qualities have powerful emotional and rational impact that can be identified
and proven
 Mail makes your message more memorable
 Mail drives successful return on investment
 When used in integrated campaigns, it can provide a measurable media multiplier effect
 Mail delivers top-ranking sales and acquisition growth and efficient market share growth
The newly transformed Royal Mail is a credible, motivated and connected partner to you and your
marketing agencies.
Media and
Data
Planning
Bespoke
Research
and Insight
Data
Provision
Distribution
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59. 59

60. BIG DATA IS DRIVING MORE 121 DIRECT
 Data is driving more 121 and personalised interactions
 Trigger based communications can be based on actual and future behaviour change
 There is a strong role for highly targeted personalised mail
 Generally the advertising market is starting focus more on long term ROI
COMMUNICATION
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61. ADVANCES IN TECHNOLOGY MEANS
USB film content
Augmented Reality: Online / offline
integration
VideoPaks
Sensory Mailings: Taste & smell
increases tangibility
Interactive print
Digital templating: cheaper, faster
& more personalised
QUICKER, CHEAPER & MORE IMMERSIVE MAILINGS
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62. NEW DEVELOPMENTS FOR MAIL
Barcode
A new barcode standard for
machine readable
Business, Advertising and
Publishing Mail
Technology
Sorting machines that
read the new barcode
and collect mail data
Reporting
Mail Analytics that reports
on volume, compliance,
predicted delivery and
overall performance
Ultimately generating more efficiency, greater transparency and
measurement for your mail campaigns
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63. WHAT WE COULD DO FOR YOU
Work with you to increase the performance of your DR channels
• Case for mail
• Test matrix
• ROI- using net cost
per donor or other
new ways of thinking
about overall net
benefits for charities
in the long term
• Contextualise within
the media mix
• Addressed/doordrop
support
1. Review your
competitive set.
2. Understand the key
dynamics of your
sector,
3. Unearth powerful
insights in relation to
Mail and how Mail can
address your business
issues.
• Acquisition
• Loyalty
• Retention
Understand the key
issue
Sector experts gather
insight
Recommendation
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64. Royal Mail, the cruciform and all marks indicated with ® are registered trade marks of Royal Mail Group Ltd.
Royal Mail Group Ltd 2014. Registered Office: 100 Victoria Embankment, London EC4Y 0HQ.© Royal Mail Group Ltd 2014. All rights reserved.
THANK YOU
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