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INDUSTRY NEWS
Cancer Research UK tackles 'junk mail' perception
Cancer Research UK is tackling customer perception of 'junk mail' head-on with a bold acquisition mailer justifying its spend on DM. The door-drop features an envelope with a photograph of a doormat littered with direct mail. It asks the question 'How much does it cost to litter your doorstep?' Inside is a leaflet answering this (13p) with facts and figures on the cost effectiveness of this under the heading 'Junk Mail Works.'
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Helen Wright, head of direct marketing at Cancer Research UK, says the campaign was the result of research to find out people's perceptions of DM, but also aims to acquire much younger new donors.
"Our biggest complaint was 'why do you ask us for money when you spend so much on DM'," said Wright. "There was a perception we churn stuff out, so we needed to reassure people that it works. This message also suited a younger, more inquisitive age group. Virtually all our donors are between 50-60, meaning charities are chasing the same people."
Two million envelopes were sent in October, all to under 40-year olds through WWAV Rapp Collins. Test samples comparing to older and younger audiences have already revealed a better response from the young.
Further analysis will be carried out on the new profile of respondents.
Peter Crush, Marketing Direct, 07-11-2002 07:00
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This article was sourced from www.mxdirect.co.uk
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