How can I send incentive mailers under PiP and maintain my ROI?

Pricing in proportion (PiP) means that including devices such as pens in mail packs could affect the ROI on some campaigns. As RNID has successfully used these packs in previous fundraising activities, Vicky Haywood, head of individual giving for this major UK charity, asks for advice.

Our team of experts from Royal Mail, Whitewater and Bright Source come up with practical suggestions. These include mailing only those segments who are potential high-value donors, testing response rates for packs with and without pens, and lighter alternatives such as flat pens that could work as a letter opener. The last option would be a good fit with the key donation audience who are aged 65+.

To engage next-generation donors, RNID could also cold mail a younger audience encouraging them to get involved with an RNID action campaign – this age group generally prefers direct action to gimmicks.