Canada Post: Amnesty International Case Study Addressed Admail Service and Targeting Attract New Donors and Boost Donations Successful Amnesty International campaign demonstrates effectiveness of Addressed Admail service 6-219 (03-09) Results of campaign demonstrate the value of targeted Addressed AdmailTM service. “With this small, 40,000-piece acquisition mailing, we successfully tested targeted Addressed Admail to add to our donor base, and also the average amount donated.” Lee Seymour, Director of Resource Development, Amnesty International Amnesty International Amnesty International (AI) is a global charity devoted to the promotion and defence of human rights around the world. The charity’s international efforts to raise awareness of human-rights abuses and lobby governments to free political prisoners has earned the organization hundreds of awards and accolades, including the 1977 Nobel Peace Prize. Founded in England in 1961, AI now has offices in 150 countries and a total of A sophisticated In an effort to improve the effectiveness more than two million members. The charity marketing strategy of its direct-mail campaigns, AI turned to opened a Canadian office in 1973. Given that communications and outreach Canada Post and Generation5, a marketing- are the heart of AI’s work, it is no surprise research firm that specializes in targeting. AI derives the vast majority of its revenues that the organization has a relatively large from private donations, including a very public profile in Canada. AI reports are Identifying potential donors successful monthly giving program. AI needs frequently quoted in the media; local groups Generation5 predicts consumer behaviour to continue to ensure a steady stream of stage many public events; and the charity by collating and analyzing information from new supporters for the organization. also produces a Canadian direct-response a large number of sources, including client television program. databases, Statistics Canada, the Bureau of “Canadians have many options when it comes Broadcast Measurement and many others. to charitable giving—there are more than Fundraising campaigns differ widely in scale; In all, Generation5 tracks more than 80,000 registered charities in this country,” face-to-face street recruitment campaigns 10,000 attributes related to demographics, says Lee Seymour, AI’s Director of Resource have been successful as has the direct- behaviours and attitudes. Development in Canada. “To connect with response television program in recruiting new potential donors, we must continuously donors to the organization. In direct mail, to In many cases, Generation5 then uses these demonstrate the importance and effectiveness acquire names, AI trades mailing lists with attributes to develop a profile of a client’s of the work we do.” other charities. current and potential customers. The profile includes characteristics common to a particular group of people such as AI supporters. 2 “Our company analyzes available data, profile described urban dwellers with To establish test groups, AI consulted mailing establishes an appropriate target group and higher-than-average levels of income and lists rented from brokers and exchanged with generates mailing lists of prospects—in this education, and with no children living at other charities. After eliminating the postal case, people most likely to be interested in home. Two distinct age groups emerged: codes of current supporters, AI identified supporting Amnesty International,” says people in their 20s and those 60 years of postal codes on the lists that matched those Jim Green of Generation5. The company age and older. Generation5 then compiled of the prospects identified in the analysis. recognizes that direct mail is a great way to a list of prospects by finding postal codes These prospects were randomly selected to connect with particular segments of the that match the profile but are not associated receive one of the three mailers. For each population. “The beauty of direct mail is that with current donors. In theory, these of the three mailers, a control group was it allows you to reach precisely the people prospects would be much more likely to established, comprised of the postal codes you want to reach,” adds Green. respond to appeals from AI. Based on not identified in the analysis. Donations potential to give and affinity with direct received from each test group were then For Amnesty International, Generation5 began mail, AI decided to focus on the older age tracked closely. its research by studying information from the group for direct-mail acquisition. organization and its own internal databases. Generation5 analyzed the postal codes of Testing the theory with regular AI donors and sifted through relevant Addressed Admail service data compiled, analyzed and published by To test the validity of the theory, AI conducted Statistics Canada and other organizations. a 40,000-piece acquisition campaign using In addition, Generation5 consulted its own Addressed Admail service. The test measured consumer databases, along with the the relative effectiveness of profiling to independent studies of spending habits promote three direct mail appeal packages: and consumer attitudes that the company occasionally purchases. • Monthly giving with a mission focus • Single giving with a mission focus Based on this data, Generation5 developed S • ingle giving with a focus on a profile of AI’s strongest supporters. The AI’s Darfur campaign Amnesty International’s fundraising challenge Clutter and competition: There are more than 80,000 registered charities in Canada. With falling direct-mail donor-acquisition rates becoming an ever increasing challenge, which is the case for many charities in Canada, Amnesty International seeks new ways to recruit supporters and fulfill its mission of protecting and promoting human rights. TM Trademark of Canada Post Corporation 3 Addressed Admail service + Targeting = Superior results The results of the campaign demonstrate the advantages of profiling in conjunction with Addressed Admail service. The response rate from the profiled group was higher than that of the non-profiled group. Profiled groups recorded higher response rates and average gift amounts Package Change in response rate Change in average gift amount Single giving* 46 per cent higher 27 per cent higher than non-profiled group than non-profiled group Monthly giving** 17 per cent higher 4 per cent higher than non-profiled group than non-profiled group Darfur campaign** 8 per cent lower 16 per cent higher than non-profiled group than non-profiled group * Percentage statistically significant with at least 90% confidence level. ** Percentage directional only. The campaign also proved that targeting has a significant impact on gross revenue per name mailed—a key concern for charities such as AI. Gross revenue per name mailed Package Increase in gross revenue per name mailed Single giving* 85 per cent higher than non-profiled group Monthly giving** 22 per cent higher than non-profiled group Darfur campaign** 7 per cent higher than non-profiled group * Percentage statistically significant with at least 90% confidence level. ** Percentage directional only. The limited 40,000-piece AI test demonstrates the advantages of using Addressed Admail service to apply market intelligence. This remains to be tested with larger sample sizes, but for a charity keen to expand its appeal in Canada, the test results can point a way toward superior direct mail campaigns. About Canada Post Canada Post is a leading provider of direct mail and other targeted- marketing solutions. Businesses, charities and other groups use Addressed Admail service to promote their products and services to leading customers and prospects on a targeted and personalized basis. 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