What do Marilu Henner, Ryan Zimmerman and the CCAH team have in common?

If you guessed that we will all be at the 2022 Changemakers Unite Bridge Conference at the Gaylord National Hotel & Conference Center happening between July 27 and 29… You’re right!

To celebrate returning to in person conferences and our new partnership with MissionWired, CCAH will have a booth in the Changemakers Unite Exhibit Hall. Please come by booth 113 and see us!

In addition, you can see Mia Mack of CCAH and Sarah Raffurty of the International African American Museum for their session at 8:15am on Thursday. They’ll share the rare experience of building a diverse museum membership program from the ground up (literally and figuratively). Sarah and Mia will share strategies, tips, tricks and challenges they overcame to create a national, omnichannel direct response program with tens of thousands of newly acquired members generating millions of dollars in less than a year. From budgeting with minimal data, to new audience acquisition and messaging, to omnichannel fundraising, marketing and branding integration, attendees will come away with best practices and new insights to test out.

Then don’t miss Brenna Holmes (CCAH), Jennifer Ingram (Wiland) and Jen Walsh (WJC) presenting at 4pm on Thursday about successful Omni-Channel campaigns with co-op data. If how to meet your fundraising goals in light of privacy changes with iOS and the depreciation of third-party cookies has you losing sleep at night, don’t panic! First party data from cooperative databases can expand your fundraising beyond the mailbox into display, social, email, P2P and connected TV. It can also help diversify your donor file by finding new audiences you haven’t found before. They will share how WJC and other clients went from fundraising in different channels to a truly omnichannel, donor-centric program that increased revenue for ALL channels.

CCAH will have many staff attending the conference, and we are all excited to reconnect with our industry partners and share the new techniques and innovations we’ve been working on. Find us in various sessions and at Booth 113 in the Changemakers Unite Exhibit Hall throughout the conference.

USPS Proposed Changes to First-Class Mail Delivery Service Standards

You may have seen, back in March, that the USPS published a 10-year strategic plan to achieve financial stability and service excellence. This plan includes adjusting the current 1–3-day continental U.S. First-Class delivery standard to 1-5 days. These changes are expected to be rolled out on October 1. In theory, the USPS expects this change to not only allow them to better meet delivery standards, which they’ve failed to meet over the past 8 years but also reduce their cost of delivering First-Class mail.

The summary of the proposed service change is as follows: mail that is currently delivered within 1 day (3-hour drive time from entry to delivery point) will not change. However, they are proposing stretching the 2–3-day delivery period out to 2-5 days. 

The chart below compares the current 2–3-day service standard against the proposed service standard. Ultimately, 81% of the current 2-day volume should keep a 2-day standard, with the remaining 19% flowing into 3-days. The current 3-day volume would be changed to 3-5 days, with 47% remaining the same, 36% going to 4-days, and the remaining 17% changing to 5-days.

Basically, 70% of current 1–3-day delivery would remain the same and 30% would be adjusted to 4 or 5-day delivery based on distance and destination-cost-impact.

*Note: Figures in the chart above are rounded and therefore may not add up to 100%

Between March and July, the USPS requested the US Postal Regulatory Commission consider the proposed service standard change which was completed and released on July 20, 2021. In summary, the Commission did find that extending the service standards would help the USPS meet delivery requirements but is concerned that the USPS has not tested their theory and thus they are lacking supporting evidence that they can operationally make these changes and have the overall expected service and financial impact.

Additionally, the Commission did not find that changing the service standards would have any financial impact, especially without supporting evidence. The USPS doesn’t need the Commission’s approval to change service standards. Kim Frum, USPS spokeswoman, said they are reviewing the recommendations of the Postal Regulatory Commission, and will consider them as we move forward with our plan. This statement further insinuates that the USPS will move ahead with their plans, despite the Commission’s findings, on September 1, 2021.

The Importance of CRM Address Hygiene Upkeep

We, as marketers, are very reliant on our CRMs. Our fundraising strategy, campaign performance, and donor analytics are only as reliable as our trusted CRM data. The upkeep of this data is time-consuming and requires staffing resources and ongoing investment. However, forgoing the proper maintenance will cause long-term detriment to the entire marketing program and be a costly investment to correct. One of the most important yet simple upkeep items is keeping constituent address information up-to-date.

On average, 9.8% of people move each year and 31 million people moved in 2019. While many data vendors and mailshops can perform National Change of Address (NCOA) on your file prior to it being mailed, there is a limit on how long this remains sustainable if the data is never updated in the CRM. For instance, the USPS offers two types of NCOA products: 18-month and 48-month. Depending on which type of product the vendor has access to (most common is 18-month), determines how far back they can capture address changes.

Now, let’s assume the CRM isn’t updated with address changes, the vendor uses 18-month NCOA and the campaign mails at Marketing Mail rates (previously known as Standard Bulk Mail). If the address change was within 18-months, it will be captured by the vendor; if it is after 18-months, the vendor won’t capture the change and the USPS will deliver the piece to the address at which the constituent no longer lives. 

This can cause long-term compounded issues:
  • In all likelihood, this constituent will continue to be mailed at an incorrect address in Appeals/Renewals for the next 6-18 months. This is not only a front-end expense (print, production, and postage), but also a loss in donor engagement and further giving opportunity.
  • If this constituent is pulled into a Lapsed or Deep-Lapsed segmentation then the same issues will occur as in Appeals/Renewals (above) and that could go on for several more years.
    • This will also cause lower reactivation performance.
  • Donor analytics won’t necessarily be reliable as constituents may have only stopped giving because they were no longer receiving solicitations. Meaning, analysis numbers, such as donor retention, could be artificially lower than they should be.
  • Acquisition lists could overlap with active/lapsed donors because the active donor address is stale while Acquisition list data is consistently updated.
    • i.e.: If the same donor gives to an Acquisition campaign then the constituent will be added to the CRM which will cause duplicates (one record with a wrong address and one record with a valid address).
There are several proactive measures to keep the CRM address data up-to-date, all of which are ongoing maintenance options:
  • If your organization runs a quarterly Acquisition Program then it is likely that you are supplying the merge vendor with active, lapsed, and deep-lapsed donors to match against the outside lists. The merge vendor can return the house NCOA updates which can then be updated in the CRM.
  • An outside data vendor can run NCOA on the entire universe or a subset of the universe (active, lapsed, deep-lapsed) which can then be updated in the CRM. It is important to schedule these updates at least four times a year.
  • Some CRMs offer add-on address hygiene and change of address tools to keep addresses valid.
If the CRM is already out of date, there are several options to validate existing addresses and update those that have changed. This is a necessary step before the transition to one of the maintenance options listed above:
  • If the CRM universe has been NCOA’d in the past 48 months then using an outside data vendor to run NCOA 48-month will capture constituents who have moved within that window.
  • If the CRM universe has not been NCOA’d in the past 48 months then there are providers that offer a Proprietary Change of Address (PCOA) service. PCOA consists of address changes from outside sources such as: Utility Companies, Magazine Subscriptions, Credit Bureaus, Credit Card Companies, etc. Each provider has its own proprietary list and its retention-offering can range from 5-35 years. Most PCOA providers will also process NCOA 48-month at the same time.
    • PCOA can be an expensive service, mainly depending on total file quantity.
Once the CRM addresses have been updated then it is best to work towards isolating and merging duplicate constituents as there is a high chance duplicates have been created over time.

There are many other CRM data upkeep items that are just as important. Chapman Cubine Allen + Hussey will continue this series in 2021 to include items such as: deceased data appends, apartment appends, telephone appends, ECOA/eAppends, and demographic appends. If you would like help with your data processing needs, reach out to work with us. 

The Importance of KPIs

You may read that title and say “I know this already, I use KPIs, All. The. Time.” But do you? A lot of people treat KPIs (Key Performance Indicators) and Metrics as the same thing. BUT THEY ARE NOT.