DEI Mail Collaborative

1
Delivering Success

• DEI Mail Collaborative

2
Sue Richmond
S.Richmond_at_att.net
3
DEI 3mg GOALS
Help stations increase the number of members on
file.

4
DEI 3mg GOALS
? Access to the best copy ? Experienced
professionals ? Tested package ?
Proven high response.

5
DEI 3mg GOALS
? Help stations
leverage resources ? Do more with less
? Pursue new avenues of revenue

6
Barbara Appleby
Director New Revenue Strategies
7
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8
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12
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13
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18
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and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations and NPR
and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR
20
NPR and Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations and NPR
and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR
Stations broadcast of NPR programming
generates most of NPRs operating revenue.
21
NPR and Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations and NPR
and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR
NPRs vitality is inextricably linked with
stations health. Were in this public service
business together.
22
NPR and Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations and NPR
and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR
NPRs vitality is inextricably linked with
stations health. Were in this public service
business together.
For most stations, listener support is the
largest single source of revenue.
23
NPR and Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations and NPR
and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR
Direct mail works.
24
NPR and Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations NPR and Stations and NPR and
Stations and NPR and Stations NPR and Stations
and NPR and Stations and NPR and Stations and NPR
and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR and
Stations and NPR and Stations and NPR and
Stations NPR and Stations and NPR and Stations
and NPR and Stations and NPR and Stations NPR and
Stations and NPR and Stations and NPR
Direct mail works and DEIs service
delivers cost- effective results.
25
DEI 3mg Collaborative
Testing Phase
WAMU Washington, DC WNYC New York, NY WUNC
Chapel Hill, North Carolina MPR Minnesota Pubic
Radio CPR Colorado Public Radio WBUR Boston, MA
26
DEI 3mg Collaborative
Testing Phase
We learned that DEI 3mg package ?
Dramatically increased response rates

27
DEI 3mg Collaborative
Testing Phase
We learned that DEI 3mg package ?
Dramatically increased response rates ? 35
best ask for new lapsed mail

28
DEI 3mg Collaborative
Pilot Program Stations
WAMU Washington, DC KCUR Kansas City, MO WVXU
Cincinnati, OH WCMU Mt. Pleasant, MI WCBU Peoria,
IL VPR Vermont Public Radio
WUWM Milwaukee, WI WPR Wisconsin Public
Radio WFIU Bloomington, IN WMFE
Orlando, FL WUSF Tampa, FL KUT Austin, TX
29
Holly Gaete
Manager of Membership Services
30
KUT Mail Results
Winter ACQ Mailings

• DATE QTY RSP RSP
  RSP AVG Gift

Jan 2008 Feb 2009
16,977 33,441
127 427
.75 1.28
7,585 21,127
59.72 49.48
31
Stacy Mitchell
Assistant Director of Development
WAMU 88.5 FM
32
WAMU Mail Results
Winter ACQ Mailings

• DATE RSP RSP
  RSP AVG Gift

Jan 2007 Feb 2008
.6 1.90
64,434 38,731
53.21 44.88
1211 863
33
DEI 3mg Winter 2009
Acquistion Mailings
34
DEI 3mg Results
Winter 2009 Acquisition Mail

• STATION QTY RSP RSP
  RSP AVG Gift

KCUR WAMU WFIU WUWM
15,710 68,856 4,045 20,912
2.5 1.2 1.5 .83
19,926 35,469 2,445 6,435
51.36 41.93 40.75 36.98
388 846 60 174
35
DEI 3mg Results
Winter 2009 Acquisition Mail

• STATION QTY RSP RSP
  RSP AVG Gift

KUT VPR WCMU WVXU
33,441 31,839 10,043 17,973
1.2 1.0 1.6 2.4
19,657 12,201 6,575 23,302
50.14 37.20 40.59 53.69
398 328 162 434
36
DEI 3mg Results
Winter 2009 Acquisition Mail

• Station QTY Resp. Resp
  Resp Avg Gift

STATION QTY RSP RSP
RSP AVG Gift
WMFE WUSF MPBN
42,764 31,000 13,329
1.0 .97 2.0
16,457 11,194 14,257
38.81 37.31 53.80
424 300 265
37
DEI Winter 2009
Lapsed Member Mailings
38
Stacy Mitchell
Assistant Director of Development
WAMU 88.5 FM
39
DEI Mail Results
Winter 2009 Lapsed Members

• STATION QTY RSP RSP
  RSP AVG Gift

WAMU WCBU WFIU WUWM WVXU VPR
39,641 7,390 4,866 5,126 16,934 16,386
5.0 1.9 1.4 2.4 1.03 2.3
110,811 7,510 3,164 6,230
8,680 16,933
55.76 54.03 47.22 51.07 49.60
45.04
1982 139 67 122 175 376
40
Why DEI Mail Works
Time Tested Package
41
Why DEI Mail Works
Time Tested Package
Latest Technology
42
Why DEI Mail Works
Time Tested Package
Latest Technology
Volume Will Keep Costs Low
43
But, My Market is Different!
Package can be customized
44
But, My Market is Different!
Package can be customized
Its about the programs
45
DEI Package

• ? High quality laser production
• ? Copy asks readers to use their imagination
• ? Asks for money
• ? Copy names many programs
• ? Use of personalization

46
DEI Package
The programs you like best At WVXU..
The programs you listened to and enjoyed on WVXU
this very week
47
DEI Package
? High quality laser production ? Copy
asks readers to use their imagination ? Asks
for money ? Copy names many programs ?
Use of personalization

48
DEI Package
INCLUDES

• ? Merge - Purge
• ? Customized Copy
• ? All Components
• ? Laser Printing and Personalization
• ? Letter Shop
• ? To Post Office

49
DEI Package
50
DEI Package
INCLUDES

• ? Merge - Purge
• ? Customized Copy
• ? All Components
• ? Laser Printing and Personalization
• ? Letter Shop
• ? To Post Office

51
DEI Mail WUKY
Tom Godell General Manager WUKY Lexington,
Kentucky
52
DEI Spring 2009
May FY End Appeals
53
DEI Mail Results
May 2009 FY End Appeals

• STATION
  RSP AVG Gift

KEDT IOWA Public Radio WAMU KVCR WUKY
12.6 7.4 6.5 6.4 4.6
131.04 69.27 92.85 67.82 76.84

54
DEI 3mg Collaborative
Plans for Coming Year
   Year Round  Acquisition Lapsed         
November  Calendar Year-End          Spring
2010  Fiscal Year-End
55
DEI 3mg Collaborative
Stations Mailing Fall 2009
WAMU WUNC WMFE WBAA WCMU WUWM
WVXU WPLN WVTF WGBH WKAR WNED
CAPITAL PUBLIC RADIO MAINE NETWORK
WUKY WMRA KUT KJZZ

56
Sue Richmond
THANK YOU!
Contact me to see how we can help you increase
the results from your mail program.
S.Richmond_at_att.net
57
Delivering Success

• 3mg Mail Collaborative