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Artez Interactive - Top five reasons for nonprofits to still use direct mail

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The cost and technical barriers for online fundraising have dropped dramactically enabling any development professional to be more creative and raise more money online. The webinar will offer five …

The cost and technical barriers for online fundraising have dropped dramactically enabling any development professional to be more creative and raise more money online. The webinar will offer five practical ways for universities, colleges and schools to raise more money via online fundraising. The webinar will talk about segmenting your student and alumni base, engaging students and alumni as fundraisers and will discuss ideas for using social media in fundraising.

The webinar will feature several case studies presented by the webinar's guest host, Jeff Wright, Associate Director of Annual Giving at the University of Alberta.

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  • 1. 5 Reasons for Nonprofits to Still Use Direct Mail
  • 2. Our Presenters Jonathon Grapsas Dianne Sheridan Regional Director Vice President Pareto Fundraising Artez Interactive
  • 3. Webinar Tips  This webinar is being recorded and will be available on our website shortly  If you have any technical troubles, please use the “chat” feature  We will take all questions at the end. Please use the “raise hand” or “chat” feature to ask a question.
  • 4. Wrong way to think about it
  • 5. Why DM must be in your plans 1. Still a large chunk of the pie 2. Delivering long term valuable monthly givers 3. Getting close to your donors 4. Working with other channels 5. Fueling bequests
  • 6. Some context
  • 7. Why DM must be in your plans 1. Still a large chunk of the pie
  • 8. DM isn’t growing, but it’s still big $70,000,000 Cash income from DM accounts for around 60% of all cash $60,000,000 income, and around 20% of all individual income. $50,000,000 $40,000,000 $30,000,000 $20,000,000 $10,000,000 $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Direct Mail Door to Door Email Face to Face Online Other Phone Press Inserts Radio TV Unaddressed Unsolicited
  • 9. Online is growing, but it’s still small $70,000,000 Online income grew in 2009, yet still accounts for just 2% of all $60,000,000 individual income. $50,000,000 $40,000,000 $30,000,000 $20,000,000 $10,000,000 $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Direct Mail Door to Door Email Face to Face Online Other Phone Press Inserts Radio TV Unaddressed Unsolicited
  • 10. Why DM must be in your plans 1. Still a large chunk of the pie 2. Delivering long term valuable monthly givers
  • 11. DM recruits rock on monthly giving $60,000,000 Monthly giving continues to $50,000,000 grow, from $44m to $48m in 2009. Of which, over 20% is from DM monthlies $40,000,000 $30,000,000 $20,000,000 $10,000,000 $0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 Direct Mail Door to Door Face to Face Online Other Phone Radio TV Unsolicited
  • 12. Value of a DM recruited monthly donor • Net value after 3 years between $500 - $600
  • 13. How do DM recruits stack up? • A street recruit worth around $100 - $200 net value after 3 years • A TV recruit worth around $250 - $300 net value after 3 years • An online recruit worth around $600 - $800 net value after 3 years
  • 14. Why DM must be in your plans 1. Still a large chunk of the pie 2. Delivering long term valuable monthly givers 3. Getting closer to your donors
  • 15. Why DM must be in your plans 1. Still a large chunk of the pie 2. Delivering long term valuable monthly givers 3. Getting closer to your donors 4. Working with other channels
  • 16. Offline driving online
  • 17. Offline driving online
  • 18. Offline driving online
  • 19. And, online driving offline Have you thought about using online behavior to drive your offline messaging?
  • 20. Genuine integration
  • 21. Why DM must be in your plans 1. Still a large chunk of the pie 2. Delivering long term valuable monthly givers 3. Getting closer to your donors 4. Working with other channels 5. Fueling bequests
  • 22. The role of DM fueling bequests
  • 23. Surveys rock, incl. for bequests WARM SURVEY 2004 2005 2006 2007 2008 RESULTS Quantity Mailed 15,888 16,357 18,835 24,883 21,563 Total Response 2,769 3,947 4,874 6,746 5,509 Response Rate % 17% 24% 26% 27% 26% Immediate Gross Income $104,178 $130,926 $111,890 $215,189 $178,381 Immediate Net Income $55,011 $64,494 $92,326 $148,860 $114,999 Confirmed Bequest 373 191 86 81 120 Intend to Bequest n/a 560 232 522 115 Consider Bequest 1056 647 614 335 156
  • 24. DM programs fueling bequests In 2003, less than 100 confirmed bequests and around $100k a year in bequest income
  • 25. DM programs fueling bequests Five years later, 1,750 confirmed bequests and around $5m year in bequest income – driven by heavily recruited DM file
  • 26. Final takeaways 1. Understand what the data is telling you 2. Look beyond the immediacy of DM income, consider impact on other programs (I.e. bequests) 3. Find emotional triggers, get personal 4. Find ways for offline and online to support each other (including messaging)
  • 27. More Webinars for You Event Bootcamp: Fundamentals of Participant and Donor Data Analytics (feat. Event 360) May 12th @ 1 pm ET (North America) From Donor Acquisition to Fundraising: Performance Benchmarks for Nonprofits (feat. Cornerstone) May 19th @ 1 pm ET (North America) Register at www.artez.com Check out more webinars at www.artez.com/webinarlibrary
  • 28. Calendar Notes May 11 & 13 Philip King & Claire Kerr @ IFC Online “You Got Chocolate in My Peanut Butter”… Integrating Online & Offline Fundraising More info @ http://www.resource-alliance.org/ifconline/ May 20th Artez Club Night in Vancouver 6-5 pm @ Social Restaurant Please RSVP to kballadin@artez.com
  • 29. Calendar Notes May 11 & 13 Philip King & Claire Kerr @ IFC Online “You Got Chocolate in My Peanut Butter”… Integrating Online & Offline Fundraising More info @ http://www.resource-alliance.org/ifconline/ May 20th Artez Club Night in Vancouver 6-5 pm @ Social Restaurant Please RSVP to kballadin@artez.com
  • 30. Thank you Check Out “Digital Fundraising Podcast” on iTunes Follow Artez on Twitter: @artezonline Become our friend on Facebook: /artezinteractive

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