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  • Sean
  • Sean
  • NOT a big brochure / newsletter – just a summary
  • Sean
  • Tell basketball story? S imple U nexpected C oncrete C redible E motional S tories BUT don’t forget to make the ask.
  • More you than me
  • The problem is big, but the donor can make a difference, UNICEF birthing bag Explain the big target small donations thing
  • 1. Ask, ask and ask again. The first ask should be direct and early, within the first couple of paragraphs. "…that is why I am asking you today for a donation of $50…". It should be repeated throughout the letter and on the response coupon
  • Sean
  • Sean

Transcript

  • 1. Money in the Mail Presented by Anup Tiwari, Director-Asia, Fund Development & Communications SOS Children’s Villages International SAFRG Master Class, Oct. 30, 2010 Low Cost Acquisition 1
  • 2. Part 1: The Fundraising Stretch
  • 3.
    • Scottish Fundraising Guru’s tip on “How to Ask”
      • Recruit donor, retain donor, convert to major donor
      • Ask at least 3 times in a letter
    Finlay Craig’s Fundraising Stretch
  • 4. Part 2: Introduction to Direct Mail
  • 5. How long has the Direct Mail been around? 800 Years ago by Eihei Dogen
  • 6. Probably the oldest Fundraising Direct Mail Source: Exhibit by Mal Warwick on www.sofii.org
  • 7. Direct Mail Now- butt of jokes
  • 8.  
  • 9. But still Direct Mail continues to deliver
  • 10.
    • Envelope
    • Letter
    • Endorsement or Lift Letter or Lift photo / leaflet
    • Donation Coupon
    • (Premiums &Mission Premiums)
    • Business Reply Envelope
    Acquisition Package
  • 11. Envelope also Communicates
  • 12.  
  • 13.  
  • 14. Key direct mail tactics Long V/s Short
  • 15.  
  • 16. Key direct mail tactics - Personalisation
  • 17. Underlining Post Script Questioning Key direct mail tactics
  • 18. Lift or Endorsement Letter Key direct mail tactics
  • 19. Address Labels visible from back of envelope Premiums Key direct mail tactics
  • 20. ORS Sachet in a package asking money for saving children Key direct mail tactics
  • 21. Key direct mail tactics Plastic sheet
  • 22. Key direct mail tactics
  • 23. Key direct mail tactics
  • 24. Part 3: Tips on writing a Direct Mail Letter
  • 25. Writing a direct mail letter
  • 26. Messages that stick S U C C S E imple nexpected oncrete redible motional tories
  • 27. Don’t we on your copy
  • 28. Power of You
  • 29. Tell a story
  • 30.  
  • 31.  
  • 32. A human interest story
  • 33.  
  • 34. With a before & after
  • 35. In a first person account
  • 36. Short Sentences
  • 37. Language
  • 38. Story with a ‘still unfulfilled need’
  • 39. Pitch a small & urgent gap
  • 40. Key direct mail tactics
  • 41. Part 4: Getting ready to send Direct Mail Letter
  • 42. Coding Your Direct Mail
  • 43. Getting ready to send
  • 44. Manual Mail Insertion
  • 45. Mechanical Mail Insertion
  • 46. Franking
  • 47. Mail Sorting Zip or Pin Code
  • 48. Using Postal Services
  • 49. Using Courier Services
  • 50. Unaddressed home drops
  • 51. Always Seed Your Mail!
  • 52. Part 5: Direct Mail Pros & Cons
  • 53. Number of new donors brought in
    • Does Direct Mail bring in More Donors as Compared to Other Methods?
    Con
  • 54. Average Donation brought in
    • Do Direct Mail Donors Give More or Not as Compared with Other Methods?
    Pro
  • 55. Quality of donors
    • Do Direct Mail Acquired Donors Stay Longer or Not?
    Pro
  • 56. Scalability
    • Can Number of Direct Mailers to be Sent Increased Quickly as per the Need?
    Pro
  • 57. Happy Mailing For more information visit www.FundraisingAsia.org