Natuurpunt wanted to test the response & activation of an Addressed Paper Mail campaign.
Objectives:
Create awareness
Attract volunteers and new members to be involved to protect nature in Flanders
Strategy & Execution
Get new members from our Selectpost DB : target group people from Flanders who enjoy hiking/biking, love nature and showing aninterested for donations
Attract them with emotional involvement & with a welcome package
Reason best Practice
Involve people in Natuurpunt’ mission: talk about the advantages of protecting nature in Flanders and make people exited about their neighborhood ,
Talk about the joy of nature in their own proximity, inspiring them with walks & activities with kids to enjoy nature
Easy to respond with several activation possibilities: Online: by scanning the QR code on the letter Or offline: by using the bank transfer or via direct debit
Campaign Results
We reached 74% "aware prospects” (=knew Natuurpunt but were never a member)
38% would consider Natuurpunt if they would give to charity.
45% of the readers made a visit to the website, made a search, scanned the QR code,... or intended to do so.
