A CUSTOMER RELATIONSHIP MANAGEMENT INITIATIVE helped the Banking Administration Institute (BAI) cut direct mail expenditures for its last annual conference in half, from $200,000 to $100,000.
Last fall, thanks to more effective targeting, the group reduced the number of mail pieces promoting its Retail Delivery Conference to about 287,000, compared with 555,000 pieces sent in fall 2000, said David Blum, BAI’s chief technology officer.
The drop in direct mail volume also can be attributed to a shift of some communications to e-mail, Blum said.
BAI is a 78-year-old Chicago nonprofit that offers training, research and other programs to the banking and financial services industry. It has a database of 250,000 to 300,000 active buyers and prospects and 40,000 organizations.
Unlike many industry trade associations, only 2% to 3% of BAI’s revenue comes from membership dues, making conference revenue all the more important, Blum noted.
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