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CBA PTV Promo CBA FUNDRAISING PARTNER 2004 SPRING Mail Co-op Renewals Sweepstakes CBA Consulting Testing with CBA Carl Bloom Associates, Inc. 232 Madison Avenue New York, NY 10016 Tel: 212 679 6900 Fax: 212 679 6913 www.carlbloom.com PTV Public Broadcasting Co-op – Mail for Membership Growth Over the years, CBA has raised millions of dollars for stations around the country -- in major markets and in smaller ones, for state networks and joint licensees. Our complete package of professional services -- creative, consulting, list marketing, data processing, printing and mailing -- can help you raise more money from more members. 2004 CBA-Managed Renewal Programs – Money In the Bank The demands of running an in-house renewal program can consume your valuable time. When CBA manages your monthly renewals, and provides creative options, you can maximize revenue and have more time to manage other fundraising activities. You may want to test a CBA “Automatic Renewal” package, based on the very successful Automatic Reinstatement and Automatic Enrollment lapsed and acquisition packages. In recent testing, Automatic Renewal has increased KQED’s first and second renewal efforts by 29% in response and 24% in gross revenue. Testing in telemarketing effort #3 is underway. Raffle/Sweepstakes – Win Extra Donor Revenue CBA’s contests and special promotions generate huge revenue through more additional gifts from members and donors. Contact us to find out how a national PTV Sweepstakes Co-op could help your station do the same. CBA Consulting – Better Ideas, Better Results We help PTV stations and other national nonprofits develop sound strategies and effective action plans to help them achieve their goals. Organizations like the Greater Bay Area Make-A-Wish Foundation®, The Nature Conservancy, the United States Tennis Association, Consumers Union/Consumer Reports, the National Underground Railroad Freedom Center, The Actors’ Fund of America, libraries and museums depend on CBA for marketing advice and creative ideas. Testing with CBA – Finding More Growth Opportunities The growth of membership revenue depends on effective direct mail programs. Systematic testing of key creative and marketing concepts will identify winning formulas that can generate thousands of additional dollars from your mailings. CBA can help you develop test plans that can pay huge dividends for your station. Develop a new plan for increasing your station’s revenue. Contact: Carl Bloom: [email protected] Brooke Coneys: [email protected] Dave Johns: [email protected] Vanessa Hallen: [email protected] Carrie Burns: [email protected] CBA FUNDRAISING PARTNER 232 Madison Avenue, New York, NY 10016 Tel: 212 679 6900 Fax: 212 679 6913 Exciting Creative Breakthroughs! New creative ideas and marketing innovations drive our business – and it shows in increased results. CBA brings you direct marketing that yields maximum income for your fundraising dollars. We’re happy to report two creative breakthroughs that have increased revenue and retention significantly. Generational Marketing – Add gift copy that works better for Baby Boomer women. Tested against a long time money-making control, the Boomer letter lifted response by 42% and average gift by 14%. If you’re interested in seeing the copy and learning how to identify different generations on your file, let us know. Automatic Renewal – It works like a charm. CBA’s new retention package (series) has lifted multi-year and first year member retention by 29%. You can calculate what this improvement will mean to your station in higher retention and income. If you’re interested in keeping more of your members and their dollars, call or email CBA for more information. We’d like to share some of our clients’ comments with you: “CBA lives up to its promise of quality and attention. “This is really fantastic. We received a return on They are always responsive to the client’s needs to test our mailing of 1.79%, and ended up making $1.15 new fundraising concepts as well as maximize the for each dollar we spent! It was the best investment results of proven techniques. we’ve made in years.” CBA consistently helps the client build member Stephen MacKay, Development Officer relationships that last!” The Oakland Public Library Foundation Phyllis Madry, Manager, Individual Giving WOSU/Columbus, OH “Carl Bloom Associates has been a trusted partner in KQED’s fundraising efforts for the past eight years. “Carl Bloom Associates’ work on the USTA member- During this time, they have developed a well-managed ship program has been terrific. They are results- direct mail program that yields great rewards for KQED. driven marketing professionals that display a keen attention to detail, flexibility, and reliability.” Consistency, reliability, and professionalism are hall- marks we rely on to make our fundraising job easier.” Katherine Moore Membership Marketing Director Marianne F. Petroni, Membership Director United States Tennis Association KQED/San Francisco, CA “It is always a pleasure working with Carl Bloom “Early in the past decade, Carl Bloom Associates Associates. They are very accommodating, knowledge- created our very successful ‘Inner Circle’ fundraising able, and extremely friendly. We have a very intricate program, which has been responsible for raising mailing and they work hard to work out every detail millions of dollars for the Actors’ Fund of America. with a fine tooth comb, making me feel comfortable Using access to house seats at Broadway shows and that they not only understand our needs and wants, Special Performances as incentives, average gifts are but will work to get us where we need to be. It is truly above $300 – and acquisition makes money for AFA. a pleasure to work with such caring individuals who Innovation and creativity are always in abundance truly understand each aspect of not only their at CBA, as is pleasant service; we appreciate your business, but the market we are all a part of.” professionalism.” Allison Hammond, Development Associate Judith Fish, Membership Director Carnegie Library of Pittsburgh Foundation The Actors’ Fund of America “It is a pleasure to work with the professionals at Carl Bloom Associates. We especially appreciate their integrity and seemingly tireless energy. It is comforting to have such wonderful experts managing our direct response program so that we can do what we do best – fulfill our mission!” Patricia Wilson, Executive Director, Greater Bay Area Make-A-Wish Foundation® CREATIVE RECOMMENDATIONS – MAY 2004 ▼ GO DIRECTLY TO INDIVIDUAL PACKAGES BY CLICKING ON PACKAGE NAMES BELOW ▼ ACQUISITION 5,000 New Members #11 Format Our larger double-window outer envelope and personalized format stand out in the mailbox. Auto Enrollment #11 Format Expanded into an oversized #11 format, this package is an even stronger competitor for gifts. Members = Programs #11 Format This simple equation illustrates that a lot of modest gifts add up to make great programs possible. BEING Pad Pak Gift Package TESTED Name and address labels, personal notepaper, a personalized letter -- we put all the things that work into this exciting new package. Perseverance #11 Format Frankly speaking, this honest approach works wonders to motivate viewers who haven’t responded in the past. BEING Real TV,Not Reality TV #11 Format ... TESTED … a play on words, but a serious message about the real need for more support from the people who watch public television. BEING Staff Recommendations #11 Format TESTED Who better to make a list of public TV programs not to miss? And programs worth watching deserve the support of all viewers. ADDITIONAL GIFT 5,000 New Gifts #11 Format This version of our 5,000 New Members package -- tailored for your loyal donors -- has accelerated the number of additional gifts in recent tests. Consider the Value #11 Format Quality and value are the essence of supporting public TV. We ask members to think of the value, remember the need and “send an extra gift today.” Critical Decision #11 Format For your current members this message will come through loud and clear: Their investment in your station pays them back with quality television every day. Ledger #11 Format Current members understand and appreciate the cost of producing quality programming. The Ledger package is a great reminder of these fiscal realities. Lifeline #11 Format Public broadcasting is a real “lifeline” during times of crises, like the current one. To preserve this vital resource, viewers need to be our lifeline of support. Respect #11 Format Members appreciate your respect for their intelligence and their valuable time. That’s why this letter has been a perennial winner for add gift appeals. Wake-up Call #11 Format Studies show that watching TV makes us passive -- likely to fall asleep. This appeal calls attention to the stimulating programs that make public television a rewarding experience. LAPSED Auto Reinstatement #11 Format This package works well year after year to convince former members how important it is to support their favorite public TV programs. Campaign Announcement #12 Format NEW! Bigger is often better and so is personalization. CBA’s #11 package is the proof. Now we’re stepping up to a #12 in this new Campaign Announcement with “goal-setting” personalization -- a must test. 5000 New Members #11 Format ACQUISITION & LAPSED Personalized letter and form. Ms. Sample, Ms. Sample A. Sample please keep this card until you MEMBERSHIP CONFIRMATION FORM receive your new MemberCard. YES, I want to become the newest member of KQED at this time of critical need. ➧ Enclosed is my gift of: ■ $35 (Special offer – $5 off the regular rate) ■ $40 (I’d like to help even more.) Temporary ■ $50 ■ $100 ■ $150 ■ $250 ■ Other $________ MemberCard ■ Check enclosed. Charge ■ AMEX ■ MC ■ VISA ■ Discover Available with Acct. #_____________________________ Exp. Date_____/_____ Signature _____________________________ Ms. Sample A. Sample MemberCard Ms. Sample, or receipt. As soon as we receive _____________________________________________ your Membership J. Sample Marianne F. Petroni, Director of Membership Confirmation, we will 500 Elm Street activate your benefits.
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