Creaming the benefits of cut through
Cut through has always been vital for Marketers, but with supporters and customers being bombarded with messages – consider the current schedule; Black Friday / Cyber Monday, Christmas campaigns, then New Year sales then the rush of comms from businesses and charities to make they’re GDPR compliant – if you want your message to stick between now and May, you’d better make sure it stands out. Big time.
As digital marketers, with a background in the test and learn world of DM, cut through is something we instinctively understand. The watch out here is relevance. You can stand out all you want, but if it’s irrelevant you’ll still fail to attract the donations or orders your looking for.
Message, format, channel – these are all elements that you can use to achieve cut through. When ebay came to us with declining response rates to emails, we suggested testing DM. It worked like a treat. See for yourself.
Another more recent example is an emergency fundraising pack that we developed for overseas medical charity Médicin Sans Frontieré (MSF). The direct mail pack was sent to all existing supporters and featured a booklet illustrated in a graphic novel style. This was unlike anything the charity’s supporters had ever received before and enabled us to draw attention to the malnutrition crisis in Lake Chad, and the MSF’s response to it, in a way that both had cut through and was engaging.
Our creative team chose the style as it enabled them to circumnavigate some specific challenges in the brief. Firstly, as it was an emergency, the situation was so fresh that photography simply wasn’t available. Secondly, the severity of the subject matter meant that photography would have been hard to stomach, even for MSF’s hardened supporters.
To put it bluntly, the situation in the region is terrible. And complicated. Hundreds of thousands displaced because of war are forced into refugee camps. Woman are at risk of sexual violence. Disease is a constant threat. Food is scarce and malnourishment is common. Children are at particular risk.
The income generated by the appeal was impressive, with a 40% increase from the charity’s last emergency appeal, with a significant number of lapsed supporters being re-engaged.
This success was rewarded recently at the Cream awards held in Jam, Birmingham. We’re delighted that our emergency fundraising work for MSF picked up two awards. For Best Direct Mail and Best use of Illustration.
If you’d like some help or advice to re-engage lapsed supporters or customers, or if you’d like to give flagging response rates a bit of a poke, get in touch. We’d be happy to produce some award-winning comms for you.