Although the answer to the question may vary by your geographic location or profession, we've noticed that national news as well as direct marketing trade publications have been a little more upbeat over the past thirty days. The time for institutions is now:

• Institutions are not recession proof but they are recession resistant. We don't need to look any further than our bottom line to know this is true. Like many other direct marketing organizations, MCH has carefully monitored spending. We're happy to report that we completed the best June, July, and August in the company's 80-year history. 
• Institutions will continue to receive stimulus funding over the next 18 months or more. 
• Over the next year, tax bases will begin to stabilize and institutions will start trusting that their budget estimates are accurate.
• Institutions must continue to serve full populations and will continue to purchase products and services that will fulfill their missions. 
  • Schools must be open for students. 
  • Hospitals & nursing homes must serve patients. 
  • Government agencies must serve patrons in even greater quantities when times are difficult and participation in safety net programs increases.

MCH understands the nuances of the institutional market. We are committed to providing direct marketers with the resources they need to survive in this economic climate. We've hosted webinars, written white papers, presented at conferences, and submitted content for use by publications ranging from ROI to Entrepreneur. Call your MCH representative today to find out how we can help you find the key decision makers often hidden by the purchasing process at institutions.

To read, hear, or download resources, visit our websites at: www.mailings.com and http://www.stimulusmarketing.com/

MCH has released new PDF reports that include marketing tips and detailed counts for each type of institution. "We've developed these reports for our clients' convenience," said Kirk Chritton, MCH Marketing Director. "This is a way for marketers and list brokers to go beyond a data card to get detailed information without downloading an entire 72-page catalog."

Unlike our print catalogs, the counts in these reports will be updated periodically throughout the year. "Kim Harrington, our Product Coordinator, works hard to maintain our data cards throughout the year," Chritton said. "We're now including those same updated counts in the PDF reports so they represent the MCH files as closely as possible."

The Schools report is the largest, running 26 pages; some other snapshots are as small as 2 pages. The reports have been designed for easy printing. The page templates are designed for two-sided printing and can accommodate three-hole punch binding. "If users want to create a custom reference booklet, it should be fairly simple for them to print the reports they want," Chritton said. "In fact, this material could be a great addition to internal presentations for marketers who are pitching their upcoming campaign concepts to the powers that be."

There are seventeen different PDF reports available for download at our website.

We've seen a solid increase in the number of customers using key decision maker email addresses in their marketing campaigns. Many have utilized Channel_e email services to pre-announce the arrival of a new catalog while others have used Channel_e to follow-up on a direct marketing campaign. In the September 2009 edition of Target Marketing, Hallie Mummert wrote, "As many a marketer has pointed out, competition in the e-mail inbox has skyrocketed—more than 210 billion e-mails are sent daily worldwide—making it more challenging to get your audience's attention. But combining direct mail and e-mail has been producing responses, sales and average order values that are greater than the sum of the individual channels' returns." Are you using a one-two punch to reach your customers and prospects? Call your MCH sales representative today to get the latest information on Channel_e email addresses for school, hospital, and local government administrators.

Click here to see MCH Channel_e products.
Click here to read Hallie Mummert's editorial, "Long Live Direct Mail".

The MCH team is gearing up for a great show in San Diego. If you or one of your clients would like to learn more about the power of institutions and why they are so important right now, we'll be happy to visit with you. Call us today to arrange a time when we can meet with you in San Diego!

Stop by Booth #1443 to visit with Sean Sinnot and Larry Buchweitz, the newest industry veterans to join MCH. And don't forget to check in with the rest of our team: John Hood, Jerry Reisberg, Joan Whitney, and Kirk Chritton.

Education marketers need to act now to capitalize on the October–January purchasing cycle. Several hundred districts have been awarded large increases in Title I funding for the 2009-10 school year. Districts receiving an increase of more than $400,000 will be spending the unexpected windfall beginning in October. The school-wide Title I schools in these districts should have significant funds to implement new curriculums. In addition, districts that had significant increases in Title I funding for the 2008-2009 school year may still have carryover funds that must be spent during the 2009 calendar year.

Call your MCH representative today to find out more about the "Title I Top 100" district selection we've added to our database.

Economic conditions and shrinking budgets are creating a multitude of opportunities for marketers of fundraising products. Public and private schools with classroom needs, parent-teacher organizations, and extracurricular programs are a logical first choice when developing your marketing campaign. You can extend your reach by targeting other institutions that sponsor youth programs including churches, day care and childcare facilities, city and county governments, libraries, hospitals, and even senior centers.

Click here to review datacards that are suitable for marketers of fundraising products and then call your MCH sales representative to get a count on those "why didn't I think of that?" institutions you may have missed.

DMA09
October 18-20, 2009
San Diego Convention Center
Booth #1443

Click here to request a quote for any of MCH's institutional databases and services.