Is Direct Mail Dead?
Or Does it Just Need a Faster
    Internet Connection?

               June 11, 2010

               ...
Initial Thoughts…

       “At its heart direct mail fundraising is
 not about direct mail. It’s about one individual
     ...
Question…

  How many have had a board member
         ask this question?

 Can’t we just raise money
    online and elimi...
Why
Integration
  Matters

              June 11, 2010
Demographics




• Mail (79%)     vast
  majority of income
• Online growing (9%),
  with higher average
  gift: $74 vs. $...
Demographics




•   Online: 35-64 years old
•   Mail: 65+ years
•   Median Online: 50s
•   Higher household income online...
Don’t abandon direct mail…

Enhance with other
    channels!


                             June 11, 2010
Message is key in every
 channel   Are you making
 a connection with donors
and prospects about things
    that matter to ...
Integrating your message
   in all channels is the
      key to success


                       June 11, 2010
Response by Response Channel




                               June 11, 2010
Response by Sent Channel




                           June 11, 2010
Reaching Your
 Audience in
   Multiple
  Channels
                June 11, 2010
Email Appending
• Re-activate lapsed
  DM donors
• Coordinate
  messaging with
  active DM donors
• 15%-20% match rate
• D...
Segmentation Strategy




                        June 11, 2010
How do you
  do it?

             June 11, 2010
Have a Plan




              June 11, 2010
Coordinated Communications – DM




                             June 11, 2010
Coordinated Communications - Online




                               June 11, 2010
Coordinated Content – DM




                           June 11, 2010
Coordinated Content – Email




                              June 11, 2010
Coordinated Content – Email




                              June 11, 2010
Coordinated Content – Email




                              June 11, 2010
Coordinated Content – DM & Email




                               June 11, 2010
Case Studies
Offline   Online
Online    Offline
      Both Ways

                    June 11, 2010
Offline   Online


                   June 11, 2010
Offline   Online: URLs




                         June 11, 2010
Offline   Online: URLs




                         June 11, 2010
Offline   Online: PURLs




                www.citymeals.org/PhillipAarons

                                         June...
Offline   Online: PURLs




                          June 11, 2010
Offline   Online: Buck-slip




                              June 11, 2010
Offline   Online: Reply slip




                               June 11, 2010
Online   Offline


                   June 11, 2010
Response by Response Channel




                               June 11, 2010
Response by Response Channel
DM renewals   Higher response than just mail!




                                         Ju...
Fully Integrated
  Campaign
Integrated Campaign – DM Renewal




                               June 11, 2010
Integrated Campaign – Email




                              June 11, 2010
Integrated Campaign - Email




                              June 11, 2010
Integrated Campaign - Email




                              June 11, 2010
Integrated Campaign – Micro Site




                                   June 11, 2010
Integrated Campaign – Lightbox




                                 June 11, 2010
Integrated Campaign – Social Media




                                June 11, 2010
Integrated Campaign – eCard




                              June 11, 2010
Integrated Campaign – SEM




                            June 11, 2010
Integrated Campaign – Landing Page




                               June 11, 2010
Integrated Campaign – Donation Page




                               June 11, 2010
Thank you!
  Available Online:
www.sankyspace.com/pub/FRDNY10.pdf




                                     June 11, 2010
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FRDNY 2010: Is Direct Mail Dead? Or Does it Just Need a Faster Internet Connection?

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Find out about direct mail trends and integrated fundraising for nonprofits in this presentation by David Hughes of SankyNet.

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FRDNY 2010: Is Direct Mail Dead? Or Does it Just Need a Faster Internet Connection?

  1. 1. Is Direct Mail Dead? Or Does it Just Need a Faster Internet Connection? June 11, 2010 Presented by: Kathy Swayze, CFRE, President & Creative Director, Impact Communications David Hughes, Account Director, SankyNet June 11, 2010
  2. 2. Initial Thoughts… “At its heart direct mail fundraising is not about direct mail. It’s about one individual writing to another to describe an issue or cause they both care passionately about... there’s no sign whatsoever that this is about to change any time soon.” (source: http://www.kenburnett.com/BlogIsdirectmaildead.html ) June 11, 2010
  3. 3. Question… How many have had a board member ask this question? Can’t we just raise money online and eliminate all these postage and printing costs? June 11, 2010
  4. 4. Why Integration Matters June 11, 2010
  5. 5. Demographics • Mail (79%) vast majority of income • Online growing (9%), with higher average gift: $74 vs. $40 Source: Target Analytics June 11, 2010
  6. 6. Demographics • Online: 35-64 years old • Mail: 65+ years • Median Online: 50s • Higher household income online Source: Target Analytics June 11, 2010
  7. 7. Don’t abandon direct mail… Enhance with other channels! June 11, 2010
  8. 8. Message is key in every channel Are you making a connection with donors and prospects about things that matter to them? June 11, 2010
  9. 9. Integrating your message in all channels is the key to success June 11, 2010
  10. 10. Response by Response Channel June 11, 2010
  11. 11. Response by Sent Channel June 11, 2010
  12. 12. Reaching Your Audience in Multiple Channels June 11, 2010
  13. 13. Email Appending • Re-activate lapsed DM donors • Coordinate messaging with active DM donors • 15%-20% match rate • Data overlay information (age, income, children, etc.) June 11, 2010
  14. 14. Segmentation Strategy June 11, 2010
  15. 15. How do you do it? June 11, 2010
  16. 16. Have a Plan June 11, 2010
  17. 17. Coordinated Communications – DM June 11, 2010
  18. 18. Coordinated Communications - Online June 11, 2010
  19. 19. Coordinated Content – DM June 11, 2010
  20. 20. Coordinated Content – Email June 11, 2010
  21. 21. Coordinated Content – Email June 11, 2010
  22. 22. Coordinated Content – Email June 11, 2010
  23. 23. Coordinated Content – DM & Email June 11, 2010
  24. 24. Case Studies Offline Online Online Offline Both Ways June 11, 2010
  25. 25. Offline Online June 11, 2010
  26. 26. Offline Online: URLs June 11, 2010
  27. 27. Offline Online: URLs June 11, 2010
  28. 28. Offline Online: PURLs www.citymeals.org/PhillipAarons June 11, 2010
  29. 29. Offline Online: PURLs June 11, 2010
  30. 30. Offline Online: Buck-slip June 11, 2010
  31. 31. Offline Online: Reply slip June 11, 2010
  32. 32. Online Offline June 11, 2010
  33. 33. Response by Response Channel June 11, 2010
  34. 34. Response by Response Channel DM renewals Higher response than just mail! June 11, 2010
  35. 35. Fully Integrated Campaign
  36. 36. Integrated Campaign – DM Renewal June 11, 2010
  37. 37. Integrated Campaign – Email June 11, 2010
  38. 38. Integrated Campaign - Email June 11, 2010
  39. 39. Integrated Campaign - Email June 11, 2010
  40. 40. Integrated Campaign – Micro Site June 11, 2010
  41. 41. Integrated Campaign – Lightbox June 11, 2010
  42. 42. Integrated Campaign – Social Media June 11, 2010
  43. 43. Integrated Campaign – eCard June 11, 2010
  44. 44. Integrated Campaign – SEM June 11, 2010
  45. 45. Integrated Campaign – Landing Page June 11, 2010
  46. 46. Integrated Campaign – Donation Page June 11, 2010
  47. 47. Thank you! Available Online: www.sankyspace.com/pub/FRDNY10.pdf June 11, 2010

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