TUNED IN: MPR Mailer Strikes A Practical Chord With Donors

As a non-profit organization that relies on donations to thrive, Minnesota Public Radio (MPR) is continually seeking creative, yet cost-effective ways to connect with members.

MPR recently launched a fundraising effort designed to convert annual donors into "sustaining members" whose support comes in the form of automatic monthly payments. In addition to helping MPR improve its monthly cash flow and save on postage and production costs, it’s also a convenient way for members to spread out their gift so it fits into their monthly budget.

“We were able to include the envelope in a self-mailer format and do it economically. GLS had good suggestions to keep costs down, so that it traveled well and arrived in good condition.” — Al Anderson, Department — Operations Manager, MPR

A Fine Balance

Striking the right chord with public radio donors through direct mail is all about balance. Al Anderson, manager of the Development Operations team at MPR, explained, "As a nonprofit, we try to get it done as inexpensively as possible, while still presenting our case in an effective manner."

With this in mind, Al came to GLS Account Executive Anita Hansen with some ideas about what he had in mind for the Sustaining Member mailer. Anita, who has worked with MPR for six years, reflected on the initial conversation.

"At first," Anita said, "MPR was considering a lightweight stock, with an envelope saddle-stitched inside; however, this concept would have required hand-folding-which costs more and would take more time than an automated process."

After consulting with bindery manager Troy Bauer and other GLS team members, Anita came back to MPR with a better solution. She recommended a grade of paper that was heavy enough to go through a folding machine, yet wasn’t too thick for duplex lasering.

Program Notes

The mailer was produced in a multi-step process. First, GLS pre-printed the envelopes and the four-color brochure shells on a sheetfed press. The shells were then scored and perforated. Next, the GLS lettershop added addresses and personalized data fields, plus the other elements that required only black ink, using a duplex laser printer. Finally, a special machine attached the envelopes to the inside panels of the brochures using fugitive (gummy) glue, while also folding and gluing the brochures shut. GLS handled the data processing and mailing as well.

The first mailing in this multi-phased campaign was just completed in September, and the response from donors has been good so far. In addition to future mailings, MPR plans to follow up with phone calls and on-air fundraising.

What was the biggest win of this project? Al Anderson remarked, "We were able to include the envelope in a self-mailer format and do it economically. GLS had good suggestions to keep costs down, so that it traveled well and arrived in good condition."

Practical, compelling and cost-effective marketing...MPR knows it’s the right way to get members to stay tuned

For more information about Minnesota Public Radio, visit www.mpr.org.