Direct mail safrg master class oct. 2010

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

Part 1: The Fundraising Stretch

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

Part 2: Introduction to Direct Mail

How long has the Direct Mail been around? 800 Years ago by Eihei Dogen

Probably the oldest Fundraising Direct Mail Source: Exhibit by Mal Warwick on www.sofii.org

Direct Mail Now- butt of jokes

But still Direct Mail continues to deliver

Envelope
Letter
Endorsement or Lift Letter or Lift photo / leaflet
Donation Coupon
(Premiums &Mission Premiums)
Business Reply Envelope
Acquisition Package

Envelope also Communicates

Key direct mail tactics Long V/s Short

Key direct mail tactics - Personalisation

Underlining Post Script Questioning Key direct mail tactics

Lift or Endorsement Letter Key direct mail tactics

Address Labels visible from back of envelope Premiums Key direct mail tactics

ORS Sachet in a package asking money for saving children Key direct mail tactics

Key direct mail tactics Plastic sheet

Key direct mail tactics

Part 3: Tips on writing a Direct Mail Letter

Writing a direct mail letter

Messages that stick S U C C S E imple nexpected oncrete redible motional tories

Don’t we on your copy

Power of You

Tell a story

A human interest story

With a before & after

In a first person account

Short Sentences

Language

Story with a ‘still unfulfilled need’

Pitch a small & urgent gap

Key direct mail tactics

Part 4: Getting ready to send Direct Mail Letter

Coding Your Direct Mail

Getting ready to send

Manual Mail Insertion

Mechanical Mail Insertion

Franking

Mail Sorting Zip or Pin Code

Using Postal Services

Using Courier Services

Unaddressed home drops

Always Seed Your Mail!

Part 5: Direct Mail Pros & Cons

Number of new donors brought in
Does Direct Mail bring in More Donors as Compared to Other Methods?
Con

Average Donation brought in
Do Direct Mail Donors Give More or Not as Compared with Other Methods?
Pro

Quality of donors
Do Direct Mail Acquired Donors Stay Longer or Not?
Pro

Scalability
Can Number of Direct Mailers to be Sent Increased Quickly as per the Need?
Pro

Happy Mailing For more information visit www.FundraisingAsia.org

http://www.fundraisingindia.org	736
http://www.fundraisingasia.org	20
http://webcache.googleusercontent.com	3
http://74.6.117.48	1

Direct mail safrg master class oct. 2010

by anuptiwari on Nov 01, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

4 Embeds 760

Statistics

Direct mail safrg master class oct. 2010 — Presentation Transcript