Religious Mailer Keeps Faith in Hispanic Market
TX based Oblate Missions has been direct mailing to Hispanics for over 25 years. Oblate Missions, a development office supporting the international ministry of the Missionary Oblates of Mary Immaculate, does about 18 mailings per year.
The drops typically consist of 160,000-180,000 according to the type of offer and seasonality of the mailings.
The mission, which has achieved Hispanic response rates of up to 20% with its direct mail offers in the past is also looking into email marketing as a way to target U.S. Hispanics: “We are definitely considering an outreach and promotion effort through Hispanic email. It would seem natural to us to do a better job harnessing population demographics to utilize the favorable advantages of multi-channel communications and further a sense of engagement and relationship,” says Stephen Cooke, Oblate’s Chief Communications Officer.
Speaking on how the economy has affected response rates and the size of donations, Cooke tells Portada, “Recent trends indicate that the response rate is slightly down with a moderate challenge to the gift size.”
Related Article: New Hispanic Direct Mail Lists
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