I laughed last week when reading Jeff Brooks post about “Ugly Coupons Boost Fundraising Response“. Jeff writes:
“Print designers hate coupons. They’re ugly, blocky, inflexible, and they can violate more brand graphic standards than you can shake a stick at. Fundraisers love them. Because they promote response.”
He refers to those clip away coupons you see in print ads.
Here’s my two cents on direct mail coupons: I’ve done more 8.5″ x 3.5″ – 2/2 coupons in my career than I would care to admit. My response to Jeff’s post was this:
“Hate” is such a strong word. I actually don’t hate coupons. What I hate is clients who want a 50 word affirmation line (and there MUST MUST MUST be a check mark at the beginning of it), the lasered gift array set in 18 pt type, room for cheque and credit card info (with LOTS and LOTS of leading please!), room for the donor to write their email, opt ins/outs for e-newsletters, legacy info, logos, return addresses, turn over option for monthly giving, AANNDD it needs to show through the exterior envelope so there needs to be space for the donors lasered name and address and – right – don’t forget the fulfillment house needs coding below the name and also in the top right set in 12 pt OCRA type with 0.5″ of white space around it – and all of this needs to be designed (Please make it donor friendly!!!) on a 8.5″ x 3.5″ coupon. Hhhhmmmm. You’re right actually. I do hate coupons.”
Of course coupons lift response. Be it in print ads or direct mail packs. But when we begin to jam every piece of data collection and check box known to man kind on them – well – I would have to argue they aren’t very donor friendly anymore are they? And trust me I have quite a few shocking examples of this in my collection. Nothing say’s “you are a valued donor to us” like long lasered code numbers all over the place and 6.5pt type – does it?
Extra reading: Ted Grigg wrote first about this subject in his Reflections about Direct Marketing Blog in his post Avoid Coupons in Print Advertisements. True or False?
Hi John
Yes, I can share your frustration.
In my experience (by testing and testing and testing types, shapes and sizes of response forms with many clients over the last few years) – the best performing mechanisms in direct mail packs are full page ones, not tear off from the bottom/side of the letter.
And whilst it significantly increases cost, lazering personal details and reducing the level of information donors have to full in reduces the amount of barriers and guess what… increases response (and return).
All of the other things mentioned (capturing opt ins, communication preferences, monthly giving options) are VERY destructive and significantly reduce reponse. The key is to keep it singularly focused. Remove the confusion, remove the uncertainty and as a result increase the liklihood to response.
I have even undertake some testing which showed that limiting the response channels on a direct mail response form (I.e. taking away the phone and web options) increased the return. Why? The ‘likely’ reason is that when responding via mail (and with clear indications of what we asking the donor to do, i.e. a specific ask amount) you are capturing the donor right there and then when they have made their decision to donate – and donate the amount you have suggested.
If you defer them to another channel – they have the option to donate less (or not donate at all as they get distracted and never pick up the phone or log onto your website). The ‘why’ part is speculative but I have seen a greater return generated by limiting the response channels.
Anyway, simple, easy to fill out and full page response forms generally outpull any other types (the only exception I have seen to this is when you include an action element – in which case including a tear off donation form at the bottom of the action element works best).
Cheers
Jonathon
That’s brilliant information Jonathon – and funny enough – i’m not surprised by any of your logic or testing responses… It’s astounding so many charities would still read your response and still find their reasons for not doing a larger coupon… Anyhow I can’t thank you enough for sharing your knowledge with my readers.