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As part of a multichannel campaign for Amref Flying Doctors, we created a direct mail and reminder using a QR code. The campaign enabled Amref Flying Doctors to get attention and support for Maasai girls.
The multichannel campaign targeted fundraising (direct mail), name recognition (TV), and lead generation (social media). The direct mail went to Amref Flying Doctor’s regular supporters. The other channels were used to reach women 35-50 years old.
The lives of girls and women have deteriorated as a result of lockdown. Now more than ever, they are confronted with domestic violence, child marriage, teenage pregnancies and female circumcision. Due to corona, around two in three girls and women run the risk of becoming victims of violence, including sexual violence. Amref Flying Doctors is fighting to stop this devastating violation of human rights.
After scanning the QR code on the payment form in the house direct mail, the donor is automatically redirected to a personal donation page. We created this page in the campaign control center, a centralized system for setting up and monitoring fundraising campaigns. Here, we can also keep track of the results, such as:
The donor mailing consists of a 6 inch giro with QR code, a letter, a C5 envelope and a leaflet.
The reminder consists of an 8 inch giro, a letter, a giro envelope and a leaflet.
We have been working with Amref Flying Doctors intensively since 2005 to grow their donor list using direct mail, telemarketing and online strategies – and successfully so. In over 15 years, Amref Flying Doctors has grown to over 110,000 donors.
Exactly how relevant is direct mail in an increasingly digital world?
Research shows that direct mail does, in fact, have added value alongside digital communication.
We at Mindwize love direct mail. Not only because it remains highly effective in attracting donations and retaining donors, but it’s also a great medium where sight, touch and interaction can be used to convey emotion and urgency.
We can tell you all about the benefits of direct mail. But perhaps, its best to let our research speak for itself.
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