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Money in   the Mail Presented by Anup Tiwari,  Director-Asia, Fund Development & Communications  SOS Children’s Villages I...
Part 1: The Fundraising Stretch
<ul><li>Scottish Fundraising Guru’s tip on “How to Ask” </li></ul><ul><ul><li>Recruit donor, retain donor, convert to majo...
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
<ul><li>Envelope  </li></ul><ul><li>Letter </li></ul><ul><li>Endorsement or Lift Letter or Lift photo / leaflet </li></ul>...
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 <ul><li>Does Direct Mail bring in More Donors as Compared to Other Methods? </li></ul>Con
Average Donation brought in <ul><li>Do Direct Mail Donors Give More or Not as Compared with Other Methods? </li></ul>Pro
Quality of donors <ul><li>Do Direct Mail Acquired Donors Stay Longer or Not? </li></ul>Pro
Scalability <ul><li>Can Number of Direct Mailers to be Sent Increased Quickly as per the Need?  </li></ul>Pro
Happy Mailing For more information visit www.FundraisingAsia.org
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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. &amp;quot;…that is why I am asking you today for a donation of $50…&amp;quot;. It should be repeated throughout the letter and on the response coupon
  • Sean
  • Sean
  • Transcript of "Direct mail safrg south workshop feb. 2011"

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