Merkle (www.merkleinc.com), the nation's largest and fastest growing independent customer relationship marketing agency, announced its recent win of a Silver Marketing Award of Excellence and Innovation (MAXI) from the Direct Marketing Association of Washington (DMAW) for its work with the US Navy Memorial. Awards were held Monday, July 26, 2010 at the Gaylord National Hotel & Conference Center in National Harbor, Md. The awards recognize the best talent and work in the direct marketing and response industry.
Merkle earned the honor in recognition of its direct mail campaign for the U.S. Navy Memorial Foundation, which focused on retaining donors. Merkle created an upscale invitation to the annual Blessing of the Fleet ceremony, which is held at the Memorial in Washington, DC, every April. In order to engage those donors who could not actually attend (99% of the audience), the appeal offered to add donors' names to the onsite program. Subsquently, donors recieved a copy of the actual program, which was overprinted for the event itself and later sent to them.
The campaign achieved impressive response rates and results, with a 68% increase in the number of donors and an 84% increase in net revenues, year over year.
Merkle began working with the U.S. Navy Memorial in 2008 to help the nonprofit increase donor awareness, involvement and commitment by providing a complete range of agency services that include strategic analytical guidance, creative design, production, database hosting and caging services for the organization's direct programs.
Angie Moore, senior vice president and general manager for Merkle's fundraising services group, said, "On behalf of everyone at Merkle, we are very pleased and honored to recieve recognition for our work for the U.S. Navy Memorial. Increasing awareness of the commitment and sacrifice made by the men and women of the Sea Services is a major task that we continue to dedicate to our teams every day. We look forward to helping the U.S. Navy Memorial further advance their fundriasing programs."