When it comes to marketing, AI will continue to impact the sector in two ways. Firstly, the types of jobs marketers will do and, secondly, the way campaigns are conceived, run and measured.
iAddress is a unique SMS/text function, developed by instaGiv – the charity mobile text specialist. iAddress changes the donor acquisition landscape by enabling charities to engage with and recruit supporters by text, complete with their postal address details to instantly grow their supporter bases.
The data collected via iAddress is fully owned by the charity and can be downloaded into prepared opted-in mailing lists at any time.
Fast and simple data capture means charities can reach out to new and different profile groups for supporter acquisition and immediately add new donors with postal addresses to their supporter database or CRM system. New donors recruited via text donations can be added to integrated fundraising programmes, for regular giving, donor communications and stewardship. iAddress has been successfully piloted for Macmillan Cancer Support and The Eve Appeal with impressive levels of response up to 70%.
With an easy to use data collection request added to a post-donation thank you response text, iAddress invites donors to text their name and postcode directly to the charity as part of the fundraising campaign or call to action. Latest automated address verification technology checks the postcode and confirms the address with the donor via a bounce-back text for 100% accuracy.
Iain Williams, director of instaGiv said: “As text communication becomes an increasingly agile and flexible route to supporter engagement and fundraising, iAddress enhances the channel’s potential for donor acquisition and ongoing relationships. By adding this function to text campaigns we’re enabling charities to do so much more than fundraising appeals for one-off donations. Creative and engaging campaigns raise funds and can now quickly and very simply grow your supporter base for ongoing communications via phone, text and post for fully integrated fundraising and donor stewardship programmes.”
Macmillan Cancer Support used iAddress to support a DRTV campaign launched at Christmas 2014. Text donations were followed up by a call centre but for donors who could not be reached by a phone call, Macmillan implemented an iAddress text that stimulated more than half of those donors to return accurate name and address information.
Macmillan’s Andrea Jones (pictured left), Individual Marketing Function manager – Acquisition Dialogue, managed the campaign. She said: “As part of the Macmillan Christmas Star Appeal we used iAddress to contact supporters who we previously hadn’t been able to speak with over the phone. It meant we were able to capture correct postal addresses and make sure that they received their Christmas Star on time. We experienced a response of over 50% and were able to add these individuals to our supporter database.”
The Eve Appeal ran a smaller and more targeted campaign and experienced a 70% response rate.
The two leading industry bodies in the UK, the DMA and the IDM (Institute of Direct and Digital Marketing) have come together under a newly formed group to promote the highest standards and professionalism in one-to-one marketing.
Headed up by group CEO, Chris Combemale (pictured), the merged organisation will become the largest marketing trade body and provider of specialist qualifications in Europe, serving a £14.2 billion industry with a workforce of more than 530,000.
The combined business is on a mission to create a stronger profession by helping every company and every individual member to be better at what they do. It will focus on protecting and growing the one to one marketing industry, inspiring the best talent through advocating best practice, innovation and excellence as well as providing the highest quality training and qualifications available to organisations and individuals.
Julia Porter (left), chairman of the UK DMA, said: “The recently launched DMA Code and Guides establish a modern framework for responsible marketing in our profession. IDM training provides the skill sets and knowledge needed for practitioners to succeed. They are two halves of a shared mission that will be better achieved together.”
Melanie Howard and Caroline Worboys, who co-chair the IDM, said: “The newly created group is committed to continuing the purpose for which the IDM was established, namely supporting, attracting and developing talented people into the one to one marketing industry. We believe that the value of the IDM brand, the importance of reputable qualifications to the industry and our role in attracting high quality talent to the industry will be expanded in a shared future.”
The DMA and the IDM will continue to operate as separate brands. The DMA’s corporate memberships and the IDM’s individual membership will remain in force. IDM remains a brand that helps individuals become better at what they do through training and qualifications and continuous professional development while the DMA brand helps companies to have a better business. Over the coming months the group will explore synergies to enhance the value and experience for all members.
In addition to Chris Combemale’s appointment as group CEO, Ken Goulding has been appointed group finance director. Jane Cave has been appointed as managing director of the IDM and Rachel Aldighieri will be the interim managing director of the DMA.
The merger will also see the industry’s two main charities, the IDM Trust and the Direct Marketing Foundation, come together. The newly formed trust, a single charitable institution, will provide grants and bursaries to help attract, inspire and educate the most talented young people to enter the profession as well as support issues around fairness to consumers. The trust will continue to distribute ear-marked legacy funds from the co-founder of the IDM, the late Derek Holder, as bursaries to support those who want to enter the profession and gain qualifications and experience.
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Personalisation and loyalty are key to the success of brands on the high street, according to new research out today, commissioned by Tangent Snowball. However, they are also the largest threat to brands if they over-step the mark, with just under half of respondents stating they don’t want to be addressed on a first-name basis.
The research, which investigated the relationship we hold with different sectors of the high street and the future of the high street as a whole, revealed a huge difference between the sexes, including:
The research also revealed some surprising results when it comes to those born in the 1990s:
Steve Grout (left), CEO, Tangent Snowball, said: “The results of our research will surprise many, I’m sure. Personalisation has been one of the biggest buzzwords in the industry over the past decade, but our research shows that, in fact, personalisation is a huge risk for brands.
“No sector is immune; all of them need to make sure that they’re not being overly familiar with consumers and are actually delivering the service, experience and loyalty programme that is expected of them.
“The challenge will be to know where to draw the line, which requires constant discussion with consumers, something that not many brands seem suitably set up to do without over-stepping the mark.”
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