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.
Pegg Nadler, U.S. Direct Marketer of the Year (2009) and Founder of Pegg Nadler Associates knows the ins and outs of mail marketing. With a career spanning three decades in the direct marketing environment in the U.S., she may very well have a few tricks up her sleeve to share with her fellow Australian marketers. “We now look at mail as a mature channel, but mature doesn’t mean dead,” Nadler points out.
Despite its old age, mail is still alive and kicking. She says “mail is predicted to spike in the US this year” and that “the situation will continue because the channel stills works”. In this day and age, this traditional communication tool is more effective when used in combination with supporting channels such as email, web, mobile and print. “Mail doesn’t work as a stand-alone medium anymore,” she notes.