New research suggests not, but the findings from the UK DMA’s email marketing post-GDPR survey are explored here by Rachel Aldighieri, who reveals that email is consumers’ preferred marketing channel and discusses why marketers must keep the message simple.
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.
Success in marketing hinges on consumer control, says David Cole, who examines the findings of the 2014 (10th annual) fast.MAP Marketing-GAP Tracking Study.