Direct mail safrg south workshop feb. 2011
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Direct mail safrg south workshop feb. 2011






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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

Direct mail safrg south workshop feb. 2011 Direct mail safrg south workshop feb. 2011 Presentation Transcript

  • Money in the Mail Presented by Anup Tiwari, Director-Asia, Fund Development & Communications SOS Children’s Villages International SAFRG Southern Regional Workshop, Feb. 2011 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
  • 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
  • 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?
  • 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 Mailing For more information visit