CCAH will be tasked with creating the NWF’s multichannel fundraising efforts, including both direct mail and online creative and analysis. This includes developing monthly mission appeals and creating new donor acquisition packages. Production will remain in-house.
“Initially they weren’t looking for a full-service agency of record; they wanted some copywriting and analysis,” said Pete Carter, principal and SVP at CCAH. “Our initial concentration was on creative. They were intrigued by that and wanted to see if we could do more analysis.”
After an RFP and five months of meetings, the NWF decided to sign the agency for its full suite of services, Carter said. “We negotiated for pricing and they had to adjust their expectations, but we were really lucky because they signed on.”
CCAH is currently reviewing the NWF’s existing program and putting together ideas for its evolution. “We are in the process of downloading all of their data into our system so that we can present them with customizable reports,” said Carter. “We will really be looking to acquisition as they want to boost acquisition response rates and get new members.”
Carter said that the first acquisition direct mail pieces will likely be mailed in March or April. He added that the mail pieces would be integrated with online marketing efforts.
“After evaluating a number of companies, we felt CCAH’s
seamless, integrated approach is just what we need to help our direct
marketing efforts reach new heights,” David Jorgensen, the NWF’s senior director of membership, said in a statement. The NWF could not be immediately reached for additional comment.