AMA Conference 2020

Resources tagged with direct marketing



Steel Yard: ‘fund a day’ direct mail appeal

This case study about Steel Yard’s successful ‘fund a day’ direct mail appeal was originally published by SOFII: Showcase of Fundraising Innovation and Inspiration. The Steel Yard is a small industrial arts organisation in Providence, Rhode Island, USA. In 2009 it ran a direct mail appeal called ‘fund a day’ to a small group of … Read more

Telephone fundraising in the arts

In 2009 the Los Angeles County Museum used direct mail and telephone calls as part of its capital fundraising campaign. The museum was able to include many of their ‘lower dollar’ donors in a significant capital campaign. This case study was originally published by SOFII: Showcase of Fundraising Innovation and Inspiration.

Engaging your audience to make good habits stick

Coppafeel! is a charity on a mission to stamp out late detection and mis-diagnosis of breast cancer. With a clear vision, a unique brand and a strong understanding of its target audience Coppafeel! has become a prominent organisation effectively reaching out to young people across the UK. During this AMA conference 2013 session Coppafeel! explained … Read more

A best practice guide to evaluating the effects of your direct mail and PR campaigns

This guide has been developed by the Institute of Practitioners in Advertising, and partner professional bodies ISBA,  Marketing Agencies Association (MAA), PRCA. The guide uses insight from research undertaken into how clients and agencies evaluate their marketing communications. Although the guide has been written from the perspective of high spend advertisers, the latter half of … Read more

Do's and don'ts for a successful direct mail campaign

This case study from outside of the arts is worth a quick read for some evidence based ‘do’s and don’ts’ for direct mail.  It’s a short Marketing Society paper (Marketing Society Scotland – Gold Star Award 2013) that demonstrates what makes an effective piece of direct mail.  The ‘Make Your Winter Feel Like Summer’ campaign … Read more

Selling opera: a simple message, delivered with the biggest impact

Jo Taylor found that when selling opera at Welsh National Opera (WNO) the simplest message, delivered with the biggest impact had great results without a huge price tag. This award-winning campaign achieved its objectives with a great rate of return and stood out as a creative and imaginative solution to a critical communications challenge.

Creating effective copy

This handy guide offers hints and tips when copy writing to ensure your key messages are clear. It demonstrates how to write effective headlines so that the target audience wants to continue reading your copy. You’ll find examples of how you can really make your message stand out by incorporating some simple techniques.