SOURCE: Goodman Marketing Partners

September 24, 2007 14:58 ET

Goodman Marketing Partners Ties for Top Spot in Fundraising Success 2007 Gold Awards for Fundraising Excellence

SAN RAFAEL, CA--(Marketwire - September 24, 2007) - Goodman Marketing Partners (GMP), a full service direct marketing company in San Rafael, Calif., and its client, KCSM Radio in San Mateo, Calif., won top honors in the Fundraising Success 2007 Gold Awards for Fundraising Excellence. In a highly successful direct mail campaign that it conceived, designed and executed, GMP focused on the public radio station's immense jazz collection as a way of attracting charitable donations. In an interesting twist, the selection of "Package of the Year" ended in a tie with GMP/KCSM and Doctors Without Borders. (www.fundraisingsuccessmag.com)

According to the judges, the GMP and KCSM, "mailing is a great example of an organization pinpointing what makes it unique and hinging everything from the creative to the call to action on that one point." Of the 66 radio stations in the San Francisco Bay Area, KCSM is one of only four focused exclusively on jazz. Its uniqueness is the fact that it owns the third-largest jazz collection in the world (second only to the Smithsonian Institution and Rutgers University).

A few years ago, when KCSM found itself with a direct-mail fundraising program in decline, it hired GMP for a fresh approach that would build strong relationships with existing and lapsed members with the goal of increasing response rates and contributions. The program positioned KCSM, with its massive jazz collection and on-air hosts as infinite sources of jazz knowledge.

The letters, written by popular station disc jockey Alisa Clancy, conveyed the mailings' intent in a friendly, familiar voice. She informed recipients that KCSM houses the third-largest jazz collection in the world, but needs funds to maintain it. She broke down the membership cost of $40 a year to 10 cents a day and offered multiple giving options: mail in the reply device, go online or call an 800-number.

Clancy urged recipients to jot song or artist requests and any other feedback in a space on the back of the reply device. Also included in each package was a multiple-choice jazz quiz that gave recipients titles based on how they do -- Jazz Genius and Jazz Jammer, for example. With three or fewer correct answers, the verdict is "Time to tune into KCSM-FM."

An oversized postcard was mailed to those who didn't respond and featured a detachable, peel-off mouse pad branded with KCSM's call letters and Web URL to remind and encourage the recipient that they can stream jazz 24/7 via the Internet.

Goodman Marketing Partners is a strategic direct marketing company based in San Rafael, Calif., comprised of senior direct response specialists who design, develop and execute direct marketing solutions. The firm provides clients with a complete range of direct response services including direct mail, email, landing pages, direct response print, television and radio, and point-of-sale collateral. Current clients include Autodesk, Education Finance Partners, KCSM TV, KCSM FM, REX & Co, and Wells Fargo Bank. In 2007, the San Francisco Business Times ranked GMP as one of the "Top 100 Women-Owned Businesses" in the San Francisco Bay Area. For more information, visit www.goodmanmarketing.com.

FundRaising Success, www.fundraisingmag.com, founded in 2003, is a practical guide for nonprofit organizations that helps development staffs raise money for and interest in their organizations' missions. FundRaising Success' mission is simple: to provide nonprofits with the most useful and pertinent information, strategies and expert advice to help them generate the necessary fundraising revenue to fulfill their mission.

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