3/01/2020

American Red Cross: No longer blind


A little over two months ago, I wrote about receiving a solicitation from the Red Cross in a blindenvelope right in the middle of the traditional giving season. Last week, I received a similar solicitation but with a corporate envelope.

Where the envelope in December had no hint of branding, this envelope is unmistakably from the American Red Cross. The teaser message reminds me that my donation helps the Red Cross respond to more than 60,000 disasters a year.

American Red Cross
Red Cross Solicitation:
Fully Branded Outer Envelope
The letter inside is exactly the same as the December letter. The only update is the mailing date.

Red Cross Charity Solicitation Letter
Donation Solicitation Letter front
multichannel engagement
Donation Solicitation Letter back
Request for email address circled

As a direct marketing professional, my gut tells me that the blind envelope was part of an A/B Test and this is the Control, but that is just a hunch. Perhaps the plan was for the holiday solicitation to be blind to differentiate it from the multitude of charity mailers that typically arrive in December. The mailbox is not as busy in February, the thinking would go, so now is time to show that logo again.

I wonder if it is also time for increased multichannel engagement. This is a direct mail letter requesting a mailed-back, completed response form. There is also an online donation option; however, the mention of that is in small type.

No one wants to mess with a successful Control package (if this is it); however, it may be time to consider that the internet is useful for many things, including donor engagement. Buried on the back of the form  below the input field for credit card information  is a request for email address. Instead, why not, on the front of the form, ask all donors for their email address to share stories of the Red Cross coming to the aid of disaster survivors? Rather than treating this solicitation as solo mail in a vacuum, include a link to the American Red Cross YouTube channel or the local Red Cross as a means of encouraging engagement?

Business Reply Envelope

Perhaps that could be their next A/B Test.



Lessons:

1.      Test your most successful direct mail packages. Let new presumptions challenge your assumptions.
2.      We live in an omnichannel world. Don’t use direct mail in a vacuum – integrate it with your other engagement channels.

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