How to create successful direct mail

How to create successfuldirect mail.Direct Mail in Fundraising Group.27 September 2010

Who are we?Danielle AtkinsonHead of Digital & Individual Giving,MerlinIan BoardmanCreative Director (Print),ConsiderBen LeevesCreative Director (Digital),Consider

Why are we here?• Share thoughts and experiences.• Client / Agency providing different perspectives on creating good and successful direct mail.• Experienced in creating successful DM.• How do we get there? How does it come together?• Show how to get the most from your agency.

What’s coming up?1. The brief2. Copy3. Creative4. Presentation5. Feedback & Amends6. Case studies7. Any questions?8. Top tips

The brief What makes a good brief?“First, tell me what you want to say, who you want to say it to and why you want to say it.” Saul Bass

The briefStart with ensuring you answer these questions:What do you want to say?• What message are you communicating?• Are you giving information about your charity / an emergency?• Are you asking your audience for their help?

The briefStart with ensuring you answer these questions:Who do you want to say it to?• Who are your audience?• Include pen portraits and everything relevant about donors.• Are they Cold / Warm / Cash / Regular Givers?

The briefStart with ensuring you answer these questions:Why do you want to say it?• What are your reasons for communicating with this audience?• Donation ask / Retention / Legacy?

The briefWhat makes a good brief?• Background and brand knowledge for your agency.• Any valuable insights.• Keep it relevant, clear and to the point.• Give your agency an angle to work from.• Put some of yourself into it. Bring the brief alive.• Remember, you are part of the creative process – get involved!

The briefWhat makes a good brief?• Clearly laid out.• Succinct background information.

The briefWhat makes a good brief? • Question / Answer layout.

The briefWhat makes a good brief? • An angle for copy and creative.

The briefWhat is a bad brief?• Lacks focus and is vague. Needs a single-minded proposition.• Doesn’t get to the point.• Overly long.• Repetitive.• Contradicting messages.• Contains information irrelevant to the brief.

The briefWhat is a bad brief?

CopyCopyCopyCopyCopyCopyCopy

The copyHow do you get great copy?• Involve the whole team when briefing: Client, Copywriter, Creatives.• Ensure creatives are involved with the copywriter. Different ways of thinking (Words vs Pictures) = ideas.• Ask colleagues for input. Mix it up for a more rounded perspective.• Who should see copy once first draft is written?• Consolidate amends to copywriter.

The copySo, what does good copy look like? Do you remember Boxing Day 2004 – the day of the Asian tsunami? In a matter of hours, hundreds of thousands of people were killed, many more were injured or left homeless, and a vast number of children were cruelly deprived of their parents and families. I know that the suffering of the people caught up in this disaster touched you deeply – so much so that you sent a very generous donation to the Daily Telegraph’s appeal on behalf of our medical charity, Merlin. And it was your support that helped us act within hours to bring relief to many thousands of tsunami victims. Our multi-skilled team treated the injured, gave vital health care to vulnerable children, helped to rebuild hospitals and clinics, and helped prevent outbreaks of diseases from taking more lives. ‘They did all that was expected of them,’ wrote veteran Telegraph journalist William Deedes, ‘then, after others left, they stayed to see it through.’ But we couldn’t have done it without you. You not only helped to save countless lives, but you helped to turn our relatively young charity (founded in 1993) into the major medical relief organisation that it is today.

The copyHow do you recognise bad copy?• Lacks focus and flows badly.• Lacks emotion.• Wrong tone of voice for your audience.• Insensitive to subject matter.• No strong calls to action.• Ensure it is personal, about the donor and what they achieve. Not all about you.• Needs to be obvious what you want the donor to do.

The copyWhat does bad copy look like? The children of Liberia need your help to grow up. Imagine trying to bring up a child when you’re not only struggling to feed them, but you’re terrified they may get ill. You live in constant fear knowing that something as trivial as an upset stomach could kill them. Sadly, that’s what it’s like everyday for mothers in Liberia where the recent civil wars have all but destroyed the healthcare system. And the healthcare that is available costs money they don’t have. One in five children won’t live to see their 5th birthday. Perhaps the most tragic – and shocking – thing of all is that children there are dying of easily treatable diseases like pneumonia, measles and diarrhoea. Diseases that we wouldn’t consider life threatening here in the Western world. Lucille’s baby boy had dyssentry but died because she couldn’t find a clinic that provided free treatment. Heartbreakingly, if he’d been given a simple rehydration solution, like the ones we can get at the chemist, he might have lived.

CreativeHow does the creative take shape?• Do homework! Consult guidelines, become familiar with brand. Research subject.• Chat with copywriter. Share creative. Firm up copy.• Brainstorm ideas – together! Get everyone involved, different perspectives. Mix up digital and print, irrespective of brief.• How long do we spend on the creative? Cost dependent, designer will typically spend two days on a route.• Who and how many are involved? Account Manager, two designers with Creative Director.

CreativeHow many creative routes?Route 1.• The banker option.• To the brief.• Meets expectations.

CreativeHow many creative routes?Route 2.• More creative and exploratory.• On brief.• Meets and exceeds expectations.

CreativeHow many creative routes?Route 3.• The curveball.• Unexpected but on brief.• Expectations are challenged. Pushes creative thinking.• Shows where project COULD go.• Pulls on areas outside the brief and third sector.• Can spur discussion, encourage further thinking.• Always ask for a curveball route; you should expect it.

CreativeHow many creative routes?• Ask any questions as you progress.• Evaluate. Present internally. Justify. Revisit creative.• Mock up. Essential to interact with creative, feel how it works and what your audience will experience.• Ready to present!• Your agency should go further than the brief.• Don’t just accept what the client has told you.• Creative value is in thinking further than the client.

PresentationWhat should you expect from a presentation?• Who should be there? Creative: Creative Director, Senior Designer, Account Manager. Client: Campaign Manager and your Manager.• Talk through creative rationale. Everyone should understand thinking and reasons behind creative decisions. Enjoy work being shown – it’s the fun bit!• Be open minded. Give your agency chance to explain creative. Each route is there for a reason.

PresentationWhat should you expect from a presentation?• Honest feedback is essential. Don’t be afraid to speak your mind. Makes for a better relationship and you get the job you want.• Agency should be able to take criticism and shouldn’t be precious.• A successful piece of DM. Agency don’t want the DM to fail, charity wants it to deliver (beat targets).• Needs to be something that brings in results rather than pretty and award winning (although this is always nice!)

Feedback & AmendsWhat happens next?• Honest feedback means better creative. If you think it would work better with two routes combined, say so.• Only show creative to those who really need to see it.• Amends to copy should be very minor. Amends to creative are expected.• Three rounds of amends should suffice. Don’t dripfeed amends. Gather and consolidate your feedback, avoiding additional costs and errors.

Feedback & AmendsWhat happens next?• Mark up amends on a PDF; less room for error.• Ideally use your agency’s extranet. Keeps everything in one place with record of activity and comments.• Agency should liaise with printer, ensuring artwork files will be correct.

Case studies Cash AskSave the Children ‘Orphan’ MailingSeptember 2009 4.55 ROI Asha – orphaned in Democratic Republic of Congo, November 2008. September 2009 POSTAGE PAID GB Orphans Appeal HQ 1984 <Mr A Sample> <Sample Address 1> <Sample Address 2> <Sample Address 3> <Sample Address 4> <Sample Address 5> <Sample Address 6> <Sample Address 7> <Supporter Code_Check Digit_Source Code> Photo: Kate Holt/Save the Children Registered charity England and Wales (213890) and Scotland (SC039570)• Strong, emotional outer. Eye contact.• Combined with ‘Orphan’ name of appeal.• Many charities don’t spend money on an image impact outer.

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Case studies UpgradeMerlin Regular Giving Upgrade MailingMarch 2010 5.53% Response rate 9*&:&;.<=/( ;.<=/(&:>>*(++&? ;.<=/(&:>>*(++&@ ;.<=/($#57 ;.<=/(+A1//( :0?&@-B -#7+$1$)(7$&CB !"#$#%&()$(*+,-.*/#+&0.**1.2&3#)*$(+4&5556./(*$7($6#*8 !"#$%&"()%*"+", -*)../$00)1),,). • Strong, emotional .2334,2*5666 outer. Eye-contact. !"#$%&%!#()*+,-./($( !"#$%&%()#"*!* • Caption bottom right gives context.

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Top tips1. Get the brief right.2. Inspire your agency. Expect more.3. Ensure the agency understands your audience.4. Don’t be afraid to give honest feedback on design. Ensure you understand the process.5. Work as a team.

How to create successful direct mail

by Danielle Atkinson on Aug 05, 2011

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How to create successful direct mail — Presentation Transcript