Kim Cubine

Moving Forward with Gratitude

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Three words spring to mind when summing up 2022: Relief, determination, and most of all: gratitude.

I’m so relieved that voters turned out and “fought for the soul of our country” to quote President Biden—and I’m so proud of the role CCAH played in helping to hold and strengthen the U.S. Senate and reelect so many House members and governors through our partnerships with the DSCC, EMILY’s List, and DGA.

In the face of unprecedented voter-suppression tactics, our partners at Legal Defense Fund made sure that Georgia voters turned out like never before to reelect Sen. Raphael Warnock. We bucked the history that said a president’s party can’t win in his first midterms. Democrats strengthened their hold in battlegrounds like Arizona and Michigan and Pennsylvania.

But not all was celebratory in 2022. The Supreme Court gave American women a true gut punch when they overturned Roe v Wade, and that’s when my determination kicked in as never before. We’ve been in the trenches protecting reproductive freedom for decades, and as we proved since Roe’s demise in June, we won’t sit back and take it, we will dig in and we will keep going. 

Kim Cubine
Kim Cubine
President

After all, that is the core of what we do at CCAH: we keep pushing forward.

That’s the message I’ve always tried to communicate to my daughter—now a teenager facing a very unpredictable future because of the politics in this country. But here’s what I know: hers is arguably the most enlightened generation when it comes to accepting people as they are: gender identity, body image, LGBTQ+ equality … they are open-minded and curious people.

And with her generation already taking up the mantle for reproductive freedom, climate action, gun control, income inequality, and so much more … I am filled with gratitude and tremendous hope for what’s to come.

As we ring in 2023, I am grateful for my family, my MissionWired and CCAH colleagues, our indefatigable clients, and this crazy, polarized, unpredictable, wonderful country.

I’m looking forward to working with all of you in the new year, to continue to right our society’s wrongs, to advance justice and equality, and to help everyone live the lives they want to live. I’ll close with one of my favorite quotes:

“If you can’t fly, then run. If you can’t run, then walk. If you can’t walk, then crawl. But whatever you do, you have to keep moving forward.”

Martin Luther King, Jr.
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Building a Membership Program From the Ground Up

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CCAH is thrilled to partner with the International African American Museum in Charleston, South Carolina, as they prepare to open their doors to the world later this year.  

Our work with IAAM began in earnest in August 2020. At the time, the nation was engaged in a deep moment of reckoning over the continuing damage of systemic racism. This was a critical time for the museum to use their voice, to bring people across the nation into their mission of honoring the untold stories from the African American journey, and to build a community of members and supporters. 

It was the right time for the museum to speak to the nation, but we faced some technical challenges.

At CCAH, we know that it’s rare for an organization to have the right systems in place from day one. Smart nonprofits are always reassessing and shifting their goals and needs, as well as the systems they use to manage their daily work.  

As a relatively new nonprofit, IAAM is building their organization and systems while simultaneously building the transformational museum space at their heart of their mission. When we began to work together, we found that IAAM was using one system for their CRM and another for email communications – and the systems didn’t talk to each other.  

This meant that we were faced with the prospect of duplicate records, two of every campaign, and unclear data that would keep us from the success that we knew was possible. 

Enter EveryAction and Raise HECK.

Working closely with Raise HECK, we migrated the museum’s existing systems onto EveryAction’s omnichannel platform, which put us in a position to run and report campaigns the way IAAM needs to in order to maximize their revenue.  

EveryAction provides the kind of robust, real-time data that our team depends on to shape strategy and deliver the best possible performance for clients like IAAM.  

And we’re deeply proud of the success we’ve achieved together, building a growing national membership base for a museum that still has yet to open! 

The results from our initial campaign period are truly astounding:  

  • We grew the Museum’s email list by 160%+ in high value prospects 
  • We grew the Museum’s membership list by 300%+ 
  • We achieved 216% Return on Ad Spend 
  • We brought down the ad cost of converting a new member from $35 to just $10 

Thanks to EveryAction’s comprehensive reporting and integration, we have the data we need to drive our strategy through to the IAAM’s Opening Day and beyond. And the museum has a committed community of members and supporters who will propel their work for years to come.  

USPS Proposed Changes to First-Class Mail Delivery Service Standards

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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 Future of Digital Advertising

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Preparing for a Cookieless Future

The only constant is change.

This mantra could never ring truer than for those of us who spend our days focused on digital advertising. With technology advances, shifts in policy priorities, and an ever-evolving user base adjusting its online activity, we know change is always around the corner.

But when you’re tasked with bringing in mission-critical revenue for some of the nation’s biggest nonprofits, you can’t be afraid of that.

The latest wave of change in the online ecosystem? The looming sunset of the third-party cookie. Or rather, the decision to retire support for it in Google Chrome (several other browsers have already retired third-party cookie support in recent years, citing privacy and other concerns). But with Chrome’s 65% market share (and 70% on mobile!) this decision effectively puts the nail in the coffin.

Last year, Google announced its decision to sunset support in Chrome in 2022, and since then a flood of bad puns have filled the advertising space and industry papers about cookies crumbling, half-baked tech responses, and other groaners. Google has since adjusted its timeline to delay this change to 2023, but that doesn’t mean you shouldn’t start preparing now.

Why does this matter? First- and third-party cookies are a big part of what makes the internet function. They help websites deliver a customized web experience to you (think leaving an item in your online shopping cart), and they can ensure that the ads you receive (and that keep your favorite websites online) make sense for you as the individual.

We (Van Do, Senior Strategist, and Mike Crump, Digital Advertising Manager, along with Pete Ellard of Nexis Direct) were fortunate enough to present on what’s next in the digital advertising space without a third-party cookie as a part of DMAW’s Digital Week. (For a deeper dive than we’re able to fit in a blog post, take a look at our presentation here).

Here’s the thing though: despite a lot of chatter on the end of the third-party cookie, for 90% of your nonprofit advertising and fundraising efforts, you’re not going to see a real change.

You want to raise the most revenue for your programs, and the strongest direct results in the nonprofit world right now are generally coming from the “walled gardens” of Google, Facebook, etc, with robust first-party user data. Could this change? Sure. Soon? We’re not betting on that.

But there will be an impact on programmatic advertising like banner ads on websites, which use web signals (anonymous) and credentials to build out and fine tune user profiles for optimal ad delivery and to remarket. Historically, programmatic delivery has relied on third-party cookies that help connect a user’s web activity across different websites.

As we already noted, the third-party cookie has been on the decline for several years.

And the industry has been preparing for that. New tech like Google Turtledove and Privacy Sandbox have been under development to specifically address the sunset of the third-party cookie. And while those tools will take some time for full development and rollout, rest assured that they are on the horizon.

So let’s look back at first-party data, which is where we’ll need to focus in the short term.

What can you do right now?

  • Take a look at your access to first-party data. Are your Google Tag Manager and Analytics accounts fully set up to maximize data collection?
  • Look at your users. What additional information can you gain about your customers to tease out new targeting models? What are some overlying interests and demographics? What content sources do they follow? How can you use this information strategically?
  • Start testing. Start your testing now — if you’re quick you may even find some learnings that can be applied at year end.

What can you test? Some areas of opportunity to consider (and for more information on these, take a look at our presentation):

  • Native and Contextual Targeting to supplement programmatic display budgets
  • Direct buys with content creators utilizing their internal user data
  • Other data sources like IP targeting
  • Robust targeting lists from data vendors
  • Inventory from niche sites relevant to your mission

The TL;DR: If your organization is small or new, or otherwise has a small ad investment program, focus on high-impact, high-result channels first (Google Ads, Microsoft Ads, Facebook & Instagram). Prioritizing these platforms while results are strong will limit the impact of the cookieless future on your program.

And for your programmatic and display budgets? Dig into the data and start testing! But don’t scale until you see results coming in to warrant a spend.

We’re always up for a discussion with other nonprofit professionals and marketers about digital advertising. You can reach me at mcrump@ccah.com or Van at vdo@ccah.com. For more information on how this may impact your organization, reach out to work with us!

Close-up Of A Person's Hand Marking Error With Red Marker On Document

How to Make Sure Your Message Is What Stands out in Your Writing

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Here’s why picky Grammar Police Officers like me point out errors: because mistakes in written materials communicate the message that details just don’t matter. So if you’re writing a project proposal, a grant funding request, or a direct mail letter, and the reader gets the impression that you don’t care about details, your request won’t rise to the top of the pile.

Here are a few of the most common errors and some tips on how to avoid them:

Apostrophes are used to indicate possession and contractions.

  • First up: Possession: Jane’s dog. Abdul’s cat. The Robinsons’ car. One exception: its is how you spell this particular possessive pronoun … as in “When I put my sweater in the dryer, it lost its shape.”
  • Next up: contractions. Words like don’t and can’t use an apostrophe to indicate there’s a letter or two missing (do not and cannot). Another example is it’s which always means it is.
  • Note that apostrophes never make a word plural – so if your see a sign reading No Dog’s Allowed on the Playground, please do me a favor and sneak over at midnight and paint over that apostrophe.

Effect and affect.

Effect is either a noun or a verb – “The sunshine is having a positive effect on my mood.” Or “The only way to effect change is to make your voice heard.” Affect is also either a noun or a verb, but most commonly a verb: “I didn’t think his insult would affect me so much.” Or “Sometimes people in shock have a flat affect, where they don’t react at all.”

Fewer/less.

Use fewer when there’s a set number of whatever you’re referring to, and less if it’s vague. For example:

Wrong: Less than 100 people were in my graduating class.

Right: Fewer than 100 people were in my graduating class.

Right:  Since fewer people go to restaurants now, there’s less crowding.

i.e. and e.g. are not interchangeable

 i.e. is Latin for that is to say or in other words. e.g. is Latin for for example. E.g.:

Right: He brought all kinds of desserts to the party, e.g., ice cream, cake, and cookies.

Right: Chris had adopted their gender-neutral name and pronoun a few years ago, when they began to publicly identify as nonbinary, i.e., neither male nor female.

And please, always add a comma after either abbreviation.

Me, myself, and I.

As the proofreading website Vappingo says, “I is the doer, and me is the done to.” As in “After I have finished shopping, please pick me up.”

It seems like people often use I incorrectly, just because it sounds fancier, so it must be right. So often, it’s not. For example:

Wrong: The party invitation was addressed to Buddy and I.

Right: The party invitation was addressed to Buddy and me.

One way to tell what’s correct in this example is to remove “Buddy and” – that way, you’ll see that “I” doesn’t work.

A couple of general rules for using myself correctly: Myself is never used in a sentence that doesn’t contain the word I. And myself never takes the place of me or I.

Wrong: The meeting attendees will include Sherry and myself.

Right: The meeting attendees will include Sherry and me.

Right: Thank you, but I can do it myself.

Yes, there is a place for an automated Spell Check in your process...

… but it’s not to check spelling! Spell Check is notorious for incorrectly “correcting” grammar and spelling, so don’t count on it for that. Instead, run a Spell Check after you’ve finished proofreading your document. It will help you clean up by finding extra spaces and repeated words you need to delete, problems with capitalization, and more.

Please don’t use what I call decorative quotation marks.

These quotation marks curiously surround a word for absolutely no reason. Here’s an example:

We went to lunch at a “soup and sandwich” place and I had the “Blue Plate Special,” while my mother had the $5.00 “Senior Lunch Deal.”

These quotation marks are unnecessary and make the sentence more complicated than it needs to be – some of the quoted words are regular words that are easily understandable. Others are already highlighted by being capitalized, so you don’t need the quotes. My rule: if you’re tempted to use decorative quotation marks, remove them and see if the sentence is clear without them. I promise you, it almost always will be.

Proofreading includes fonts and graphics.

Double check your consistency with headlines and subheads (are some all upper case, and some a mix of upper and lower case?) Also, if you’re using a Table of Contents, make sure the entries in the TOC match what’s in your document, and that the page numbering is consistent. Same goes for bulleted text, font size, boldface text, etc. Consistency is key.

Also pay attention to what might be missing.

Page numbers? Date? Signature?

And just a note about making your writing resonate.

Help your readers by making everything you write crystal clear. Assume that not everyone is familiar with jargon, so avoid it if possible instead of peppering your prose with terms people might have to Google. And it’s always a good policy to spell out all abbreviations or acronyms (at least the first time) so you don’t inadvertently leave your readers behind.

If you’re not sure about a word usage or grammar rule...

… remember the Internet is your friend. Sites like Vappingo, Grammarly, and my favorite: GrammarGirl (especially her Top Ten Grammar Myths), all provide easy-to-understand rules and examples.

One last piece of advice:

It’s much easier to spot mistakes in other people’s writing … so find a friend and help each other out. It’s harder to see the mistakes in a document that you wrote and are familiar with.

The Importance of CRM Address Hygiene Upkeep

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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. 

A difficult yet rewarding year.

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$401,324,272.25.

That’s how much money Chapman Cubine Allen + Hussey helped our clients raise in 2020. The most ever in any of our firm’s 35 years.

2020 was an extremely difficult year for everyone … the pandemic and the life-threatening coronavirus … personal hardship in a topsy-turvy economy … massive unemployment … isolation and loneliness … a historically divisive political landscape … assaults upon civil liberties … and our electoral process.

But there was a silver lining. Despite the immense hardships faced in 2020, Americans united to support the causes that matter the most. 

Jim Hussey, Chair

In addition to raising more than $50 million to aid those impacted by the pandemic, and more than $36 million to support health-related institutions, including many that are addressing the coronavirus crisis, CCAH is especially proud of the role we played to defeat Donald Trump and elect Democrats up-and-down the ticket.

We helped the Democratic Party raise more than $166 million to elect President Joe Biden and Vice President Kamala Harris. Combined with our victories with the Clinton/Gore Campaign in 1996 and the Obama/Biden Campaign in 2012, this adds up to three successful presidential campaigns for CCAH President Kim Cubine and her team of highly seasoned political specialists. (It’s really five if you count Al Gore’s race in 2000 and Hillary Clinton’s campaign in 2016 … both of which won the popular vote.)

Other CCAH partners generated more than $50 million in the successful effort to retake the U.S. Senate, and an additional $15.6 million to elect more Democrats (especially women and people of color) to positions in the U.S. House of Representatives, and to state offices around the nation.

And during a year which saw the growing threat of racial intolerance gain the attention it has long deserved, CCAH was able to help its clients raise over $70 million for civil rights causes which … fought for the rights of all Americans to have their voices heard at the polls … and addressed the sickening rise of right wing intolerance, neo-Nazism, and antisemitism. We are also proud that CCAH raised $76.6 million for environmental and animal rights organizations, and other worthy advocacy causes.

None of this work would have been possible without the dedicated efforts of our more than 100 CCAH staff members, who operated from 14 states and persevered despite the difficulties posed by the pandemic and social distancing. Like the rest of the country, our employees left the office in mid-March of 2020 and coordinated all of these successful efforts from their homes without the benefit of office resources or face-to-face coordination with their co-workers. All of our partners and supervisors are incredibly grateful for their brilliant service and success. 

And their hard work will continue throughout 2021 as we look forward to the post-COVID era and continue to partner with amazing organizations to address the most important causes facing our nation.

February Mini Spotlights

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CCAH is full of superstar employees who are going above and beyond to make the world a better place. Whether they’ve worked here for 20 years or just one, every person has the opportunity to make real change. We decided we wanted to show off these go getters with our new mini spotlight series! Each month, we will be highlighting employees on our social media pages who are doing incredible things, both inside and outside the office; however, if you missed any posts, have no fear! Check out a recap of our mini spotlights for February below! In honor of Black History Month, we are excited to celebrate some of the coworkers we are lucky enough to have work with us at CCAH.

Quentin Patrick

To start off our #CCAHSpotlight Black History Month series, we are excited to feature the face of CCAH, Quentin Patrick. Quentin has been the Office Administrator at CCAH for over 20 years! When he is not caring for our staff, he is mentoring inner city youth, biking the national mall, and advocating for civil rights. His favorite memory at CCAH is creating holiday cards for the White House during the Obama Administration. We are beyond proud to work with this independent, reliable and committed coworker who goes above and beyond everyday to make CCAH feel like home.

Alana Ralph

We’re continuing with a creative superstar: Alana Ralph! Alana has been working at CCAH for 5 years as a Production Designer. In our art department, she is a design force. Her art has spanned from assisting with Nasty Woman buttons for Hillary Clinton’s campaign to designing t-shirts for stuffed animals going to pediatric patients. Getting to do work for causes that align with her beliefs isn’t all she does. Outside of the office, she is an incredible mom to her 3 year old daughter and the owner of an Etsy store where she creates invitations and stationary that are works of art. We are incredibly proud to work with such a dedicated, inspirational, creative coworker who brings our clients’ work to life.

Jessica Acheampong

And we’re closing out this mini spotlight series with a Direct Mail rock star: Jessica Acheampong! Jess has been working at CCAH for over a year as an Account Representative. When she is not helping her clients save the world one donor at a time, she loves watching Hamilton on Disney+ (she’s seen it more than 10 times!), celebrating her Ghanaian heritage with family, and spreading cheer wherever she goes—as her supervisor says, “Jess’ positivity and infectious smile can brighten even the dullest of days!” We are beyond proud to work with this exuberant, versatile, and passionate coworker and cannot wait to see what she does next at CCAH!

As the month comes to a close, we want to give a big thank you to these CCAH Superstars and February’s Mini Spotlights!

Reflections on Inauguration Day

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The Inauguration of the 46th President of the United States and the historic swearing in of the first Black and Indian-American woman as Vice President is an extraordinary day that we will all remember for years to come. CCAH is closed so that our staff can celebrate this day, January 20, 2021. 

Many CCAHers volunteered for campaigns across the country – we texted, phone banked, wrote post cards and some even canvassed to see the historic victories of this last election cycle come to pass. But I also want to congratulate the many CCAH teams that worked around the clock for clients that helped bring home those wins. From our accounting team, to designers, to copy writers, to the data team, the text and mobile teams, acquisition list team, client services, and production – job well done.

This cycle, we broke records and made a difference in the outcomes of key races across the country as individuals and on behalf of our clients. CCAH teams helped make these things possible:

  • Sent 10.5 million pieces of voter mail to Georgia Democratic voters, resulting in the registration of at least 145,000 new voters

  • Saw the most successful November and December fundraising months ever for a Democratic Committee client, which directly helped fund expansion of their voter contact work

  • Worked with a racial justice client to talk to155,000 Black voters in Georgia to ensure they knew how to early vote, where to go, what to bring, and what to do if their rights were threatened

  • Sent hundreds of thousands of voter safety packages into communities of color in key states across the country containing masks, sanitizer and voter protection information on behalf of a client

  • Raised more than $104,000,000 for the Biden/Harris campaign

  • Produced and mailed over 10 million voter registration packets in several key states

While we take today to celebrate, we must not forget that the goal of elections is not just to elect new leaders, but to elect leaders who will create the change our country needs.

After today, we jump right back into the hard work of helping our clients fund their critical missions tackling some of today’s most pressing issues. Through the hard work of committed groups and with leadership in the White House, House, and Senate that reflects the fundamental goodness of the people of our nation, we will work to secure a livable planet for future generations, make our world a more humane place for animals, cure life-threatening diseases, and create a just and equitable society for people of all races and religions.

January 21, 2021 will mark the day that America starts on a new path, and CCAH is honored to have played a role in getting here. We look forward to working with our partners to achieve great things!

Seven Reasons to Love the Mail

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At CCAH, it’s a given that we love mail. But, shockingly, we discovered that not everyone has an innate love of one of the key methods of direct response. In the new year, we decided to set the record straight so everyone goes into 2021 loving the mail as much as we do. Here are our top 7 reasons—though there are of course MANY others…

Screen Breaks!

For many people, more time at home these days has also meant more screen time, whether it’s watching Netflix®, holding meetings on Zoom, virtual happy hours, or being glued to a news feed. That’s left many people taking “screen breaks” when they can. Mail is a great way to get your message in front of your audience without keeping their eyes on a screen.

Reinforcement

As giving expands in the digital space, direct mail still affords an opportunity to reinforce your brand and your message, even if donors who receive your mail piece ultimately choose to make their gift online. Multichannel donors tend to be the best donors, and the mail offers another chance to connect with them.

Revenue & Retention

For many organizations, direct mail still pulls in the bulk of individual donor revenue with better retention and ROI than face-to-face or digitally acquired donors.

Prime Real Estate

There is more real estate in direct mail packages, offering greater opportunity to make your case for giving, show your donors their impact, and say thank you! Content-rich, mission-focused printed material like Annual Reports, Calendars, and Newsletters are valued by donors and don’t often translate as well to the digital space.

Reach Supporters Where They Are

More folks may be at home more often, but that doesn’t necessarily mean they have a laptop, mobile device, or internet access. Nearly everyone has access to the mail, however. So direct mail allows you to reach more supporters who either can’t give digitally or don’t feel comfortable doing so.

Timely and Relevant Communications

The mail provides an opportunity to show appreciation for donors in these turbulent times—with nonprofits sending branded facemasks, gloves, activity books, and other useful items in the mail. According to experts, the mail is not likely to spread COVID-19. And since bulk mail stamps are machine affixed, there’s even less reason to worry.

Staying Power

People will hold onto fundraising mail to donate at the end of the month when they write out checks to pay monthly bills. We see this in the “long legs” that many direct mail campaigns have. Email doesn’t have the same staying power—it’s easy to delete or scroll past, and folks aren’t likely to sort back through old emails to donate. The bulk of email donations are made within the first few hours, but direct mail sticks around, meaning it offers two points of connection: one when a donor first receives it, and again when they return their gift several days, weeks, or even months, later!

In the end, a direct mail program is entirely what you make of it! If you use industry best practices and find the best ways to reach out to your donors where they are, mail has the chance to make all the difference for your organization. For help kick starting your direct mail program or to revamp one you already have, reach out to work with us!