Four steps to successful direct marketing Anup Tiwari, UNICEF Sean Triner, Pareto Fundraising
Part One: Introduction to Direct Mail
Is Direct Marketing right for you?
Ease of Acquisition
Individuals – Long term growth Bequests / Legacies Major Donors Regular Giving The Giving Constituency Overall Fundraising...
USA data Source and © Giving USA Foundation  ™ Corporations 4.3% Foundations  12.4% Bequests  7.8% Individuals  75.6%
Australia data
UK data Source and © Charities Aid Foundation, Charity Trends 2006 £8.2bn
Hong Kong data
 
2008-09 estimates courtesy Mr. Bijay Mishra, Jt. Director, HelpAge India 67% from Individuals
Majority Individual Contributions
Part Two: Acquisition
Acquiring donors
Different types of donors © Northern Lights
Your First Appeal Data Selection
First Date
Things Not Done Well  Have An  Everlasting Impression
Good Date Bad Date
Good Data Bad Data
Selecting Database
Art  or  Science
Targeting
Locating Databases may be an Art But Using them is a Definite Science
Proprietary Data
I am Well Kept & Protected
Compiled Lists
List Owners
List brokers
List vendors
Using lists
Testing lists
Picking up a small sample
How big should a test be?
Statisical accuracy screengrab
The concept of random selection
No creaming while testing
The concept of partial rollouts
Part Three: Your Direct Mail Pack
Strategic Brief
Messages   that stick S U C C S E imple nexpected oncrete redible motional tories © Pareto Fundraising 2009
<ul><li>STORIES </li></ul>
Key direct mail tactics Tells a story
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
<ul><li>Envelope  </li></ul><ul><li>Letter </li></ul><ul><li>Endorsement or Lift Letter or Lift photo / leaflet </li></ul>...
Writing a direct mail letter
Don’t we on your copy Key direct mail tactics
Power of You Key direct mail tactics
Short Sentences Key direct mail tactics
Key direct mail tactics - Language
Pitch a small gap Key direct mail tactics
Key direct mail tactics
Case for support – its got to have heart
Key direct mail tactics
Key direct mail tactics
Include in letter Acknowledge “my heart goes out to you if you have experienced…. Introduce the signatory Para phrase your...
Test…test and test
Important things to remember
Let’s make some packs
Part Four: The Practicalities of DM
We are ready to print now!
Using standard material
A4 Paper
A4 donation form
Customised packages
 
 
Lasering personalisation
In-line personalisation
 
Ready to send
Manual Mail Insertion
Mechanical Mail Insertion
Franking
Mail Sorting Zip Code
 
 
Unaddressed home drops
Seed Mailing Always!
Happy Mailing
Printing and mailing your first appeal
List Buying
Mail houses
Capturing information
3 simple things to renew donors Especially for small  NGOs/NGOs in the developing world
To renew Thank & Ask Inform & Ask Wish them & Ask Compiled from test results achieved in NGOs like CRY, HelpAge India, UNI...
Let’s make some packs
Pareto Principle (80/20 rule) © Pareto Fundraising 2008 Decile Cumulative Gross Income Count Cumulative Count % of Donors ...
The Strategic Brief
Thank you
Useful Resources <ul><li>www.fundraisingindia.org </li></ul><ul><li>www.paretofundraising.com   </li></ul><ul><li>http://p...
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  • Sean
  • Across the world we see that real growth comes from Individuals. The big INGOs lead the way, but small charities follow. And most of the potential is from Legs, MDs and RGs.
  • I put this in as Jono’s one says 49% Government, 35% membership and fees…..I don’t think it is inline with this.
  • Anup
  • F2F, DRTV, EMAIL
  • Sean
  • Sean
  • Sean
  • Show the strat brief form
  • Tell basketball story? S imple U nexpected C oncrete C redible E motional S tories BUT don’t forget to make the ask.
  • NOT a big brochure / newsletter – just a summary
  • 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
  • The specific need your organisation addresses &amp; what would happen if we don’t succeed Why your organisation is best positioned to achieve this goal In what way/s this need is being addressed Why the work needs to happen now
  • Target and Deadline: A target amount that needs to be raised, along with a deadline. A reason to get the money in by a certain date. You can always find a deadline. Targets can be based on the cost of something; the generic &apos;My target is to raise $540,000 by xxx date&apos; is better than none at all.
  • First person. I write letters, Pareto Fundraising doesn&apos;t. I am asking you to write in the first person, we are not.
  • Test
  • Thank, Acknowledge
  • Let’s see what is happening
  • Make Your Own Pack Presentation R E W O R K E D Jm

    1. 1. Four steps to successful direct marketing Anup Tiwari, UNICEF Sean Triner, Pareto Fundraising
    2. 2. Part One: Introduction to Direct Mail
    3. 3. Is Direct Marketing right for you?
    4. 4. Ease of Acquisition
    5. 5. Individuals – Long term growth Bequests / Legacies Major Donors Regular Giving The Giving Constituency Overall Fundraising Strategy Government Trusts & foundations Consider Corporate & Events Consider Associations, groups
    6. 6. USA data Source and © Giving USA Foundation ™ Corporations 4.3% Foundations 12.4% Bequests 7.8% Individuals 75.6%
    7. 7. Australia data
    8. 8. UK data Source and © Charities Aid Foundation, Charity Trends 2006 £8.2bn
    9. 9. Hong Kong data
    10. 11. 2008-09 estimates courtesy Mr. Bijay Mishra, Jt. Director, HelpAge India 67% from Individuals
    11. 12. Majority Individual Contributions
    12. 13. Part Two: Acquisition
    13. 14. Acquiring donors
    14. 15. Different types of donors © Northern Lights
    15. 16. Your First Appeal Data Selection
    16. 17. First Date
    17. 18. Things Not Done Well Have An Everlasting Impression
    18. 19. Good Date Bad Date
    19. 20. Good Data Bad Data
    20. 21. Selecting Database
    21. 22. Art or Science
    22. 23. Targeting
    23. 24. Locating Databases may be an Art But Using them is a Definite Science
    24. 25. Proprietary Data
    25. 26. I am Well Kept & Protected
    26. 27. Compiled Lists
    27. 28. List Owners
    28. 29. List brokers
    29. 30. List vendors
    30. 31. Using lists
    31. 32. Testing lists
    32. 33. Picking up a small sample
    33. 34. How big should a test be?
    34. 35. Statisical accuracy screengrab
    35. 36. The concept of random selection
    36. 37. No creaming while testing
    37. 38. The concept of partial rollouts
    38. 39. Part Three: Your Direct Mail Pack
    39. 40. Strategic Brief
    40. 41. Messages that stick S U C C S E imple nexpected oncrete redible motional tories © Pareto Fundraising 2009
    41. 42. <ul><li>STORIES </li></ul>
    42. 43. Key direct mail tactics Tells a story
    43. 44. Envelope also Communicates
    44. 47. Key direct mail tactics Long V/s Short
    45. 49. Key direct mail tactics - Personalisation
    46. 50. Underlining Post Script Questioning Key direct mail tactics
    47. 51. Lift or Endorsement Letter Key direct mail tactics
    48. 52. Address Labels visible from back of envelope Premiums Key direct mail tactics
    49. 53. ORS Sachet in a package asking money for saving children Key direct mail tactics
    50. 54. Key direct mail tactics Plastic sheet
    51. 55. Key direct mail tactics
    52. 56. Key direct mail tactics
    53. 57. <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
    54. 58. Writing a direct mail letter
    55. 59. Don’t we on your copy Key direct mail tactics
    56. 60. Power of You Key direct mail tactics
    57. 61. Short Sentences Key direct mail tactics
    58. 62. Key direct mail tactics - Language
    59. 63. Pitch a small gap Key direct mail tactics
    60. 64. Key direct mail tactics
    61. 65. Case for support – its got to have heart
    62. 66. Key direct mail tactics
    63. 67. Key direct mail tactics
    64. 68. Include in letter Acknowledge “my heart goes out to you if you have experienced…. Introduce the signatory Para phrase your mission Case study must be blameless P.S summarises your letter Dollar handles Underline and bold
    65. 69. Test…test and test
    66. 70. Important things to remember
    67. 71. Let’s make some packs
    68. 72. Part Four: The Practicalities of DM
    69. 73. We are ready to print now!
    70. 74. Using standard material
    71. 75. A4 Paper
    72. 76. A4 donation form
    73. 77. Customised packages
    74. 80. Lasering personalisation
    75. 81. In-line personalisation
    76. 83. Ready to send
    77. 84. Manual Mail Insertion
    78. 85. Mechanical Mail Insertion
    79. 86. Franking
    80. 87. Mail Sorting Zip Code
    81. 90. Unaddressed home drops
    82. 91. Seed Mailing Always!
    83. 92. Happy Mailing
    84. 93. Printing and mailing your first appeal
    85. 94. List Buying
    86. 95. Mail houses
    87. 96. Capturing information
    88. 97. 3 simple things to renew donors Especially for small NGOs/NGOs in the developing world
    89. 98. To renew Thank & Ask Inform & Ask Wish them & Ask Compiled from test results achieved in NGOs like CRY, HelpAge India, UNICEF India
    90. 99. Let’s make some packs
    91. 100. Pareto Principle (80/20 rule) © Pareto Fundraising 2008 Decile Cumulative Gross Income Count Cumulative Count % of Donors Cumulative % of Donors 1 $47,980,678.80 45 45 0.0% 0.0% 2 $95,961,357.60 292 337 0.2% 0.3% 3 $143,942,036.40 716 1,053 0.6% 0.9% 4 $191,922,715.20 1,291 2,344 1.1% 1.9% 5 $239,903,394.00 2,171 4,515 1.8% 3.7% 6 $287,884,072.80 3,557 8,072 2.9% 6.6% 7 $335,864,751.60 5,712 13,784 4.7% 11.2% 8 $383,845,430.40 10,018 23,802 8.2% 19.4% 9 $431,826,109.20 19,807 43,609 16.1% 35.5% 10 $479,806,788.00 79,193 122,802 64.5% 100.0% 122,802 122,802 100.0% 100.0%
    92. 101. The Strategic Brief
    93. 102. Thank you
    94. 103. Useful Resources <ul><li>www.fundraisingindia.org </li></ul><ul><li>www.paretofundraising.com </li></ul><ul><li>http://paretoiwrm09.blogspot.com . </li></ul><ul><li>www.resource-alliance.org </li></ul>
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