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Money in the
Mail
Presented by Anup Tiwari,
Director-Asia, Fund Development & Communications
SOS Children’s Villages Inter...
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 t...
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)
...
Key direct mail tactics
Key direct mail tactics - Personalisation
Underlining
Post Script
Questioning
Key direct mail tactics
Key direct mail tactics
Address Labels
visible from back
of envelope
Key direct mail tactics
Key direct mail tactics
Key direct mail tactics
Plastic sheetPlastic sheet
Key direct mail tactics
Key direct mail tactics
Part 3: Tips on writing
a Direct Mail Letter
Writing a direct mail letterWriting a direct mail letter
Messages that stick
S
U
C
C
S
E
imple
nexpected
oncrete
redible
motional
tories
Tell a storyTell 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
Coding Your
Direct Mail
Getting ready to sendGetting ready to send
Manual Mail InsertionManual Mail Insertion
Mechanical Mail InsertionMechanical Mail Insertion
FrankingFranking
Mail Sorting Zip or Pin CodeMail Sorting Zip or Pin Code
Using Postal ServicesUsing Postal Services
Using Courier
Services
Using Courier
Services
Always Seed Your Mail!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?
Average Donation brought in
• Do Direct Mail Donors Give More or Not
as Compared with Other Methods?
Quality of donors
• Do Direct Mail Acquired Donors Stay
Longer or Not?
Scalability
• Can Number of Direct Mailers to be
Sent Increased Quickly as per the
Need?
Happy MailingHappy Mailing
For more information visit
www.FundraisingAsia.org
Direct mail safrg master class oct. 2010
Direct mail safrg master class oct. 2010
Direct mail safrg master class oct. 2010
Direct mail safrg master class oct. 2010
Direct mail safrg master class oct. 2010
Direct mail safrg master class oct. 2010
Direct mail safrg master class oct. 2010
Direct mail safrg master class oct. 2010
Direct mail safrg master class oct. 2010
Direct mail safrg master class oct. 2010
Direct mail safrg master class oct. 2010
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Direct mail safrg master class oct. 2010

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How to of Direct Mail

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  • Sean
  • Sean
  • NOT a big brochure / newsletter – just a summary
  • Sean
  • Tell basketball story?
    Simple
    Unexpected
    Concrete
    Credible
    Emotional
    Stories
    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 of "Direct mail safrg master class oct. 2010"

    1. 1. Money in the Mail Presented by Anup Tiwari, Director-Asia, Fund Development & Communications SOS Children’s Villages International 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. 2. Part 1: The Fundraising Stretch
    3. 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. 4. Part 2: Introduction to Direct Mail
    5. 5. How long has the Direct Mail been around? 800 Years ago by Eihei Dogen
    6. 6. Probably the oldest Fundraising Direct Mail Source: Exhibit by Mal Warwick on www.sofii.org
    7. 7. Direct Mail Now- butt of jokes
    8. 8. But still Direct Mail continues to deliver
    9. 9.  Envelope  Letter  Endorsement or Lift Letter or Lift photo / leaflet  Donation Coupon  (Premiums &Mission Premiums)  Business Reply Envelope
    10. 10. Key direct mail tactics
    11. 11. Key direct mail tactics - Personalisation
    12. 12. Underlining Post Script Questioning Key direct mail tactics
    13. 13. Key direct mail tactics
    14. 14. Address Labels visible from back of envelope Key direct mail tactics
    15. 15. Key direct mail tactics
    16. 16. Key direct mail tactics Plastic sheetPlastic sheet
    17. 17. Key direct mail tactics
    18. 18. Key direct mail tactics
    19. 19. Part 3: Tips on writing a Direct Mail Letter
    20. 20. Writing a direct mail letterWriting a direct mail letter
    21. 21. Messages that stick S U C C S E imple nexpected oncrete redible motional tories
    22. 22. Tell a storyTell a story
    23. 23. A human interest story
    24. 24. With a before & after
    25. 25. In a first person account
    26. 26. Short Sentences
    27. 27. Language
    28. 28. Story with a ‘still unfulfilled need’
    29. 29. Pitch a small & urgent gap
    30. 30. Key direct mail tactics
    31. 31. Part 4: Getting ready to send Direct Mail Letter
    32. 32. Coding Your Direct Mail Coding Your Direct Mail
    33. 33. Getting ready to sendGetting ready to send
    34. 34. Manual Mail InsertionManual Mail Insertion
    35. 35. Mechanical Mail InsertionMechanical Mail Insertion
    36. 36. FrankingFranking
    37. 37. Mail Sorting Zip or Pin CodeMail Sorting Zip or Pin Code
    38. 38. Using Postal ServicesUsing Postal Services
    39. 39. Using Courier Services Using Courier Services
    40. 40. Always Seed Your Mail!Always Seed Your Mail!
    41. 41. Part 5: Direct Mail Pros & Cons
    42. 42. Number of new donors brought in • Does Direct Mail bring in More Donors as Compared to Other Methods?
    43. 43. Average Donation brought in • Do Direct Mail Donors Give More or Not as Compared with Other Methods?
    44. 44. Quality of donors • Do Direct Mail Acquired Donors Stay Longer or Not?
    45. 45. Scalability • Can Number of Direct Mailers to be Sent Increased Quickly as per the Need?
    46. 46. Happy MailingHappy Mailing For more information visit www.FundraisingAsia.org
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