An estimated 26.000 children worldwide under the age of five die every day from preventable causes such as pneumonia, diarrhoea and malaria. For UNICEF, an effective marketing campaign is one that is grounded in an understanding of their target audiences, overseas development issues and the impact this has on children.
Stephanie Phillips, Direct Marketing Manager – Retention at UNICEF Australia says “It is vital for us to communicate that each individual have the power to bring about better lives for children in war torn countries”. For most non for profit organisations and in particular UNICEF, mail is the preferred communication channel. “We use direct mail as it comes across as being real, authentic and personal,” she says.
In an era where people are bombarded with marketing from all angles, it’s becoming increasingly important to personalise direct mail-outs in order to experience success. “Personalisation is key as it helps lift response rates and increase loyalty to your brand and your cause, “she points out.
Direct mail also allows marketers to stretch their creative talents and captivate people with images and content in an original way. “In terms of creating customer experiences, we find that mail can be used to increase presence of a brand in a house hold and relevancy in the mind of audiences,” she explains.
In an effort to break the poverty cycle that keeps children on the brink of survival, UNICEF educates the broader society of the desperate need for vaccines, clean water, sanitation and nutrition in developing countries. “Through our mail pieces we tell our story and take people on a journey. We ask for donations and the funds raised helps save lives all over the world,” she says.
Stephanie Phillips will be presenting “Discussing the role of integrated multi-channel direct marketing campaigns in influencing behaviour” at ADMA’s Integrated Mail Marketing Seminar in Brisbane (22 March), Melbourne (29 March) and Sydney (27 March). For more information and to register, please click here.
This article was produced by ADMA’s Event Program Manager, Linda Hausken