CBA Services: Lists and Data


	Donor and Membership I: Acquisition, Renewal, Reinstatement
	Donor and Membership II: Loyalty Cultivation, Special Appeals
	Creative and Production
	Program Analysis/Budgeting
	Business and Product Marketing
	Internet and E-mail
	Print, TV and Other Media
	Lists and Data
	Catalogs

Lists and Data

LIST PLANNING AND ACQUISITION

What's in a name? When it comes to direct marketing, the answer is: everything!

The right message in the right package. But if it goes to the wrong audience, what good is it?

Most people believe direct mail marketing is mostly about what you say, but more important, it's about who you say it to -- and CBA's list experience is unsurpassed in the industry. Give us a call; we can work with you on campaign list recommendations, enhancements, and annual plans.

MERGE/PURGE

Want to hear from your new prospects? That's easy: just send them four duplicate packages!

Duplication of names in acquisition doesn't just waste money -- it destroys a relationship forever.

But that's just one reason to have an expert like CBA working with you on your lists and merge-purges. You may be spending more than you need on lists if you haven't done a thorough analysis of your list and merge history. Call CBA and ask how to make more effective use of your lists, and protect your donors and prospects from overmailing.

SEGMENTATION MARKETING

Don't treat all your customers, donors or members the same.

You know the golden rule: 80% of your money comes from the top 20% of your membership or donor file. But are the rest of your donors just "John and Jane Doe?" If that's your current strategy, you're not making as much money from your donor file as you can.

How far back in your lapsed file should you be mailing? What is the reasoning behind your acknowledgements strategy? Are you bringing your donors and members up the giving ladder? If you don't have clear answers to these questions, then CBA can help make your segmentation strategy make sense, and dollars.