66 ways to improve
                  your direct marketing

                            Damian O’Broin – Ask Direct



Wed...
!
                    0
                   0
                 1
                r ways to improve
              e
        ...
More
                                     askdirect.ie

                            delicious.com/damianob/fundirl

      ...
1
   Say ‘Thank You’ personally
   & promptly.


Wednesday, March 25, 2009
What happens when I
                     made some donations...
                                                        Sp...
Wednesday, March 25, 2009
Wednesday, March 25, 2009
2
   Tell stories.
   Real, vivid, memorable ones.


Wednesday, March 25, 2009
Mark’s mum doesn’t
        know he’s sleeping rough,
        and that’s not the worst of it...

Wednesday, March 25, 2009
“...For Mark it all started when he went into care aged just 11.
            Of course there have been plenty of struggles...
3
   Write a longer letter.
   And long doesn’t mean 2 pages.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
David Ogilvy
               “All my experience says that for a great many products, long copy sells more than
            ...
David Ogilvy
               “All my experience says that for a great many products, long copy sells more than
            ...
4
   Personalise. And, <firstname>, not
   just by using my name here & there.


Wednesday, March 25, 2009
5 things to personalise
                   ‣ Ask amount
                   ‣ Theme or topic
                   ‣ Giving hi...
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
5
   How much to ask for?
   The right amount.


Wednesday, March 25, 2009
<lastgift>

                   ‣ Typical ask amounts:
                            ‣ <lastgift>
                           ...
6
   Don’t be scared.
   Ask for more money.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Ask for more!




Wednesday, March 25, 2009
Ask for more!

                       Ask Amount      % Response   Average Gift


                      Last gift -50%    ...
Ask for more!

                       Ask Amount      % Response   Average Gift


                      Last gift -50%    ...
Ask for more!

                       Ask Amount      % Response   Average Gift


                      Last gift -50%    ...
7
   Ask more often.


Wednesday, March 25, 2009
8
   In fact, make sure you do actually
   ask for money.


Wednesday, March 25, 2009
Don’t forget to ask...

                   ‣ ... for specific amounts
                   ‣ ... for a specific purpose
    ...
9
   Don’t ask for money.
   Sometimes.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
10
   Make it different. Please.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
11
   Envelopes have two sides.


Wednesday, March 25, 2009
Women’s Aid outer envelope




  Irish Heart Foundation reply envelope




                                          Cork ...
12
   Always have a PS.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
90% of recipients read the PS first.
                            The PS is the lead.




Wednesday, March 25, 2009
13
   Use a serif typeface for body copy.
   Not a sans serif.


Wednesday, March 25, 2009
Sans vs Serif
           Comprehension levels:                  Good   Fair   Poor

                            Serif type...
14
   Make the type bigger.
   We don’t all have perfect eyesight.




Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
15
   And while you’re at it, make the
   forms bigger.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
16
   ... And the boxes. Don’t forget the
   boxes.


Wednesday, March 25, 2009
Typography Checklist
                   ‣ Serif face for body copy
                   ‣ Avoid quirky faces and large amoun...
17–26
   Read these books.


Wednesday, March 25, 2009
Read these books
                   ‣ Why I Write - George Orwell
                   ‣ Influence: The Psychology of Persua...
Read these books
                   ‣ The Seven Basic Plots - Christopher Booker
                   ‣ The Political Brain ...
27
   And read this one too...
   (*recommended by Conor Byrne)


Wednesday, March 25, 2009
Read this book too


                   ‣ Common Sense Direct Marketing
                     - Drayton Bird




Wednesday,...
28
   It’s not about you.
   It’s about the donor.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
29
   Invite your donors over for a nice
   cup of tea.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
30
   Don’t forget your lapsed donors.


Wednesday, March 25, 2009
Lapsed vs Cold
                                           Average Cold   Lapsed

                            Campaign (A) ...
31
   Call and say hi.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
32
   Be smart about your door drops.


Wednesday, March 25, 2009
Use census data & your
                       own data to identify...
                   ‣ ...zones where the prospects yo...
33
   Add an envelope.


Wednesday, March 25, 2009
Enveloped door drops will double response.
                            At least.




Wednesday, March 25, 2009
34
   Use a celebrity.
   Just make sure it’s the right one.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
35
   Use an involvement device.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
36
   If you’ve got the photos,
   flaunt ‘em.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
37
   Ask your donors to recommend you.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
38
   Ask your donors to
   ask their friends.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
39
   Watch Mad Men.
   (BBC 4, Tuesday, 10pm).


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
40
   Say ‘thank you’ again.
   And again.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
41–46
   Subscribe to these blogs


Wednesday, March 25, 2009
Blogs
                   ‣ The Agitator                  www.theagitator.net
                   ‣ Fundraising Recession Wa...
47
   Email your donors.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
48
   Pay for search.
   (Yes, people do click on the ads).


Wednesday, March 25, 2009
Recruiting with Adwords

                   ‣ Cost per click: < €0.50
                   ‣ 7% of click-throughs signed-up
...
49
   Make the most of video.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
50
   Optimise your SEO.
   (Can I find you online?)


Wednesday, March 25, 2009
Google Ireland only search: “third world charities”




Wednesday, March 25, 2009
51
   Use Twitter to engage your donors.
   (*hat tip to Howard Lake).


Wednesday, March 25, 2009
“Try out the newer channels like Twitter. Some of your supporters will already be using it, so will love the
     opportun...
52
   Audience comes first.


Wednesday, March 25, 2009
53
   Use subscription & mail order lists
   before demographic ones.


Wednesday, March 25, 2009
54
   Apply as many relevant selectors to
   cold mailing lists as you can.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
55–64
   Our top 10 copywriting tips.


Wednesday, March 25, 2009
Copywriting Top 10
                   ‣ Use ‘I’ and ‘You’. Especially ‘You’
                   ‣ Use simple English.
     ...
Copywriting Top 10
                   ‣ Use active rather than passive language.
                   ‣ Make sure it sounds ...
65
   Designate funds. Donors don’t want
   to pay for the paperclips.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
Wednesday, March 25, 2009
66
   Test stuff.
   In fact, test lots of stuff.


Wednesday, March 25, 2009
Things to test
                   ‣ Ask amounts
                   ‣ Additions - leaflet, car sticker, postcard...
       ...
67
   Get set up for direct debit. Now.
   (And apply for DD Plus tomorrow).


Wednesday, March 25, 2009
68
   Offer your monthly givers a holiday.


Wednesday, March 25, 2009
69
   We’re in a recession.
   So SPEND MORE MONEY!


Wednesday, March 25, 2009
Prioritise donor care & retention.
                            ‣
                                Don’t forget about recrui...
70
   Really get to know your data.


Wednesday, March 25, 2009
Know your data
                   ‣ How much         ‣ What the give to
                     people give
                 ...
71
   Segment by recency, frequency
   & value.


Wednesday, March 25, 2009
Recency                    Value

               < 12 months                   €1000+
                                Freq...
72
   Spend the most time and money on
   your best donors.


Wednesday, March 25, 2009
Pareto Principle


                            80% of your income will come from
                                  20% of ...
73–82
   10 more tips.
   (*suggested by George in TW CAT)


Wednesday, March 25, 2009
George’s tips
                   ‣ Authenticity.                ‣ Stamp on outer envelope.
                   ‣ Ask volunt...
83
   Forget ROI.
   It’s net income that matters.


Wednesday, March 25, 2009
Which would you prefer?
      (and which would your donors prefer?)

                                                     ...
84–89
   Use the six levers of influence.


Wednesday, March 25, 2009
The psychology of
                                  persuasion
                   ‣ Reciprocation
                        ...
The psychology of
                                  persuasion
                   ‣ Liking
                              ....
90
   Add stuff.
   But only if it makes sense.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
91
   Visit SOFII regularly.
   (www.sofii.org)


Wednesday, March 25, 2009
Wednesday, March 25, 2009
92
   You don’t have to reinvent the
   wheel every time.


Wednesday, March 25, 2009
Wednesday, March 25, 2009
93
   Donate to loads of charities.
   Especially your own.


Wednesday, March 25, 2009
94
   Include an ask in your newsletter.
   (Or even just an reply envelope).


Wednesday, March 25, 2009
95
   Don’t forget to make the most of
   tax-efficient giving.


Wednesday, March 25, 2009
96-101
   George Orwell’s six commands for
   better writing.


Wednesday, March 25, 2009
Orwell’s Rules
                   ‣ Never use a metaphor, simile or other figure of speech
                     which you ...
Thank You
                                     askdirect.ie

                            delicious.com/damianob/fundirl

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Fundraising Ireland - 66 ways

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Presentation to Fundraising Ireland Conference, Croke Park, 26 March 2009.

Published in: Business, Education

Fundraising Ireland - 66 ways

  1. 1. 66 ways to improve your direct marketing Damian O’Broin – Ask Direct Wednesday, March 25, 2009
  2. 2. ! 0 0 1 r ways to improve e v66 O your direct marketing Damian O’Broin – Ask Direct Wednesday, March 25, 2009
  3. 3. More askdirect.ie delicious.com/damianob/fundirl slideshare.net/damianob damian@askdirect.ie Wednesday, March 25, 2009
  4. 4. 1 Say ‘Thank You’ personally & promptly. Wednesday, March 25, 2009
  5. 5. What happens when I made some donations... Speed of thank you % of charities • Only 83% sent an email < 2 working days 28% thank you • Only 72% posted a thank 2-5 working days 22% you 6-10 working days 17% > 10 working days 5% *mystery shopping August 2008 No written thank 28% you Wednesday, March 25, 2009
  6. 6. Wednesday, March 25, 2009
  7. 7. Wednesday, March 25, 2009
  8. 8. 2 Tell stories. Real, vivid, memorable ones. Wednesday, March 25, 2009
  9. 9. Mark’s mum doesn’t know he’s sleeping rough, and that’s not the worst of it... Wednesday, March 25, 2009
  10. 10. “...For Mark it all started when he went into care aged just 11. Of course there have been plenty of struggles along the way, and frankly, he doesn’t blame anyone but himself. He’s in his thirties now, and only became homeless three years ago after returning to Ireland from the UK, reluctantly leaving his two children and broken marriage behind him...” “...As if things weren’t bad enough, Mark’s life took an even worse turn shortly afterwards. He was knocked down by a vehicle that mounted the pavement and came to rest on his leg, badly injuring his ankle. While in hospital having his injuries treated, Mark’s leg wound became infected with the MRSA virus...” Wednesday, March 25, 2009
  11. 11. 3 Write a longer letter. And long doesn’t mean 2 pages. Wednesday, March 25, 2009
  12. 12. Wednesday, March 25, 2009
  13. 13. Wednesday, March 25, 2009
  14. 14. David Ogilvy “All my experience says that for a great many products, long copy sells more than short. ... I could give you countless ... examples of long copy which has made the cash register ring, notably for Mercedes cars. Not only in the United States, but all over the world. I believe, without any research to support me, that advertisements with long copy convey the impression that you have something important to say, whether people read the copy or not. Direct response advertisers know that short copy doesn’t sell. In split run tests, long copy invariably outsells short copy.” Wednesday, March 25, 2009
  15. 15. David Ogilvy “All my experience says that for a great many products, long copy sells more than short. ... I could give you countless ... examples of long copy which has made the cash register ring, notably for Mercedes cars. Not only in the United States, but all over the world. I believe, without any research to support me, that advertisements with long copy convey the impression that you have something important to say, whether people read the copy or not. Direct response advertisers know that short copy doesn’t sell. In split run tests, long copy invariably outsells short copy.” “Only amateurs use short copy” Wednesday, March 25, 2009
  16. 16. 4 Personalise. And, <firstname>, not just by using my name here & there. Wednesday, March 25, 2009
  17. 17. 5 things to personalise ‣ Ask amount ‣ Theme or topic ‣ Giving history ‣ Survey data ‣ Personal information Wednesday, March 25, 2009
  18. 18. Wednesday, March 25, 2009
  19. 19. Wednesday, March 25, 2009
  20. 20. Wednesday, March 25, 2009
  21. 21. 5 How much to ask for? The right amount. Wednesday, March 25, 2009
  22. 22. <lastgift> ‣ Typical ask amounts: ‣ <lastgift> ‣ <lastgift + 20%> ‣ <lastgift + €50> Wednesday, March 25, 2009
  23. 23. 6 Don’t be scared. Ask for more money. Wednesday, March 25, 2009
  24. 24. Wednesday, March 25, 2009
  25. 25. Ask for more! Wednesday, March 25, 2009
  26. 26. Ask for more! Ask Amount % Response Average Gift Last gift -50% 5.5% €72 Last gift +20% 8.4% €83 Wednesday, March 25, 2009
  27. 27. Ask for more! Ask Amount % Response Average Gift Last gift -50% 5.5% €72 Last gift +20% 8.4% €83 Wednesday, March 25, 2009
  28. 28. Ask for more! Ask Amount % Response Average Gift Last gift -50% 5.5% €72 Last gift +20% 8.4% €83 Wednesday, March 25, 2009
  29. 29. 7 Ask more often. Wednesday, March 25, 2009
  30. 30. 8 In fact, make sure you do actually ask for money. Wednesday, March 25, 2009
  31. 31. Don’t forget to ask... ‣ ... for specific amounts ‣ ... for a specific purpose ‣ ... repeated consistently and clearly throughout the pack Wednesday, March 25, 2009
  32. 32. 9 Don’t ask for money. Sometimes. Wednesday, March 25, 2009
  33. 33. Wednesday, March 25, 2009
  34. 34. Wednesday, March 25, 2009
  35. 35. Wednesday, March 25, 2009
  36. 36. Wednesday, March 25, 2009
  37. 37. 10 Make it different. Please. Wednesday, March 25, 2009
  38. 38. Wednesday, March 25, 2009
  39. 39. Wednesday, March 25, 2009
  40. 40. Wednesday, March 25, 2009
  41. 41. Wednesday, March 25, 2009
  42. 42. Wednesday, March 25, 2009
  43. 43. Wednesday, March 25, 2009
  44. 44. Wednesday, March 25, 2009
  45. 45. 11 Envelopes have two sides. Wednesday, March 25, 2009
  46. 46. Women’s Aid outer envelope Irish Heart Foundation reply envelope Cork Simon outer envelope Wednesday, March 25, 2009
  47. 47. 12 Always have a PS. Wednesday, March 25, 2009
  48. 48. Wednesday, March 25, 2009
  49. 49. Wednesday, March 25, 2009
  50. 50. 90% of recipients read the PS first. The PS is the lead. Wednesday, March 25, 2009
  51. 51. 13 Use a serif typeface for body copy. Not a sans serif. Wednesday, March 25, 2009
  52. 52. Sans vs Serif Comprehension levels: Good Fair Poor Serif type 67% 19% 14% Sans serif type 12% 23% 65% from Colin Wheildon, Type & Layout Wednesday, March 25, 2009
  53. 53. 14 Make the type bigger. We don’t all have perfect eyesight. Wednesday, March 25, 2009
  54. 54. Wednesday, March 25, 2009
  55. 55. Wednesday, March 25, 2009
  56. 56. 15 And while you’re at it, make the forms bigger. Wednesday, March 25, 2009
  57. 57. Wednesday, March 25, 2009
  58. 58. Wednesday, March 25, 2009
  59. 59. Wednesday, March 25, 2009
  60. 60. 16 ... And the boxes. Don’t forget the boxes. Wednesday, March 25, 2009
  61. 61. Typography Checklist ‣ Serif face for body copy ‣ Avoid quirky faces and large amounts of italics ‣ 12pt type with at least 2pts of leading ‣ Lines between paragraphs ‣ Indent paragraphs ‣ Big tick boxes & plenty of room on forms Wednesday, March 25, 2009
  62. 62. 17–26 Read these books. Wednesday, March 25, 2009
  63. 63. Read these books ‣ Why I Write - George Orwell ‣ Influence: The Psychology of Persuasion - Robert B. Cialdini ‣ Made to Stick - Chip & Dan Heath ‣ The Elements of Style - Strunk & White ‣ The IDM Marketing Guide Wednesday, March 25, 2009
  64. 64. Read these books ‣ The Seven Basic Plots - Christopher Booker ‣ The Political Brain - Drew Westen ‣ Good to Great and the Social Sectors - Jim Collins ‣ Type & Layout - Jim Wheildon ‣ Who will run the frog hospital? - Lorrie Moore Wednesday, March 25, 2009
  65. 65. 27 And read this one too... (*recommended by Conor Byrne) Wednesday, March 25, 2009
  66. 66. Read this book too ‣ Common Sense Direct Marketing - Drayton Bird Wednesday, March 25, 2009
  67. 67. 28 It’s not about you. It’s about the donor. Wednesday, March 25, 2009
  68. 68. Wednesday, March 25, 2009
  69. 69. Wednesday, March 25, 2009
  70. 70. 29 Invite your donors over for a nice cup of tea. Wednesday, March 25, 2009
  71. 71. Wednesday, March 25, 2009
  72. 72. Wednesday, March 25, 2009
  73. 73. Wednesday, March 25, 2009
  74. 74. Wednesday, March 25, 2009
  75. 75. Wednesday, March 25, 2009
  76. 76. 30 Don’t forget your lapsed donors. Wednesday, March 25, 2009
  77. 77. Lapsed vs Cold Average Cold Lapsed Campaign (A) 0.30% 0.67% Campaign (B) 0.80% 2.17% Campaign (C) 2.66% 6.95% Wednesday, March 25, 2009
  78. 78. 31 Call and say hi. Wednesday, March 25, 2009
  79. 79. Wednesday, March 25, 2009
  80. 80. 32 Be smart about your door drops. Wednesday, March 25, 2009
  81. 81. Use census data & your own data to identify... ‣ ...zones where the prospects you want to target live (for instance, areas with the highest proportion of wealthy individuals). ‣ ... suitable zones where you have the lowest penetration. Wednesday, March 25, 2009
  82. 82. 33 Add an envelope. Wednesday, March 25, 2009
  83. 83. Enveloped door drops will double response. At least. Wednesday, March 25, 2009
  84. 84. 34 Use a celebrity. Just make sure it’s the right one. Wednesday, March 25, 2009
  85. 85. Wednesday, March 25, 2009
  86. 86. Wednesday, March 25, 2009
  87. 87. Wednesday, March 25, 2009
  88. 88. 35 Use an involvement device. Wednesday, March 25, 2009
  89. 89. Wednesday, March 25, 2009
  90. 90. Wednesday, March 25, 2009
  91. 91. Wednesday, March 25, 2009
  92. 92. Wednesday, March 25, 2009
  93. 93. 36 If you’ve got the photos, flaunt ‘em. Wednesday, March 25, 2009
  94. 94. Wednesday, March 25, 2009
  95. 95. Wednesday, March 25, 2009
  96. 96. Wednesday, March 25, 2009
  97. 97. 37 Ask your donors to recommend you. Wednesday, March 25, 2009
  98. 98. Wednesday, March 25, 2009
  99. 99. Wednesday, March 25, 2009
  100. 100. Wednesday, March 25, 2009
  101. 101. 38 Ask your donors to ask their friends. Wednesday, March 25, 2009
  102. 102. Wednesday, March 25, 2009
  103. 103. 39 Watch Mad Men. (BBC 4, Tuesday, 10pm). Wednesday, March 25, 2009
  104. 104. Wednesday, March 25, 2009
  105. 105. Wednesday, March 25, 2009
  106. 106. 40 Say ‘thank you’ again. And again. Wednesday, March 25, 2009
  107. 107. Wednesday, March 25, 2009
  108. 108. 41–46 Subscribe to these blogs Wednesday, March 25, 2009
  109. 109. Blogs ‣ The Agitator www.theagitator.net ‣ Fundraising Recession Watch recessionwatch.blogspot.com ‣ Conor Byrne conorbyrne.wordpress.com ‣ Donor Power www.donorpowerblog.com ‣ Sean Triner seantriner.blogspot.com ‣ Osocio www.osocio.org Wednesday, March 25, 2009
  110. 110. 47 Email your donors. Wednesday, March 25, 2009
  111. 111. Wednesday, March 25, 2009
  112. 112. Wednesday, March 25, 2009
  113. 113. Wednesday, March 25, 2009
  114. 114. 48 Pay for search. (Yes, people do click on the ads). Wednesday, March 25, 2009
  115. 115. Recruiting with Adwords ‣ Cost per click: < €0.50 ‣ 7% of click-throughs signed-up (entered email address) ‣ Cost per new email address of €6.70 Campaign example 2008 Wednesday, March 25, 2009
  116. 116. 49 Make the most of video. Wednesday, March 25, 2009
  117. 117. Wednesday, March 25, 2009
  118. 118. Wednesday, March 25, 2009
  119. 119. 50 Optimise your SEO. (Can I find you online?) Wednesday, March 25, 2009
  120. 120. Google Ireland only search: “third world charities” Wednesday, March 25, 2009
  121. 121. 51 Use Twitter to engage your donors. (*hat tip to Howard Lake). Wednesday, March 25, 2009
  122. 122. “Try out the newer channels like Twitter. Some of your supporters will already be using it, so will love the opportunity to engage with you in this way. Twitter is a good way of building up an opt-in list, but don't use it for plain fundraising asks. It's more of a conversation - use it to listen and learn from your supportersquot; – Howard Lake, fundraising.co.uk Wednesday, March 25, 2009
  123. 123. 52 Audience comes first. Wednesday, March 25, 2009
  124. 124. 53 Use subscription & mail order lists before demographic ones. Wednesday, March 25, 2009
  125. 125. 54 Apply as many relevant selectors to cold mailing lists as you can. Wednesday, March 25, 2009
  126. 126. Wednesday, March 25, 2009
  127. 127. 55–64 Our top 10 copywriting tips. Wednesday, March 25, 2009
  128. 128. Copywriting Top 10 ‣ Use ‘I’ and ‘You’. Especially ‘You’ ‣ Use simple English. ‣ Use short sentences and vary the lengths. ‣ Use short paragraphs and vary the lengths. ‣ Avoid jargon. Wednesday, March 25, 2009
  129. 129. Copywriting Top 10 ‣ Use active rather than passive language. ‣ Make sure it sounds like someone talking. ‣ Ask for money, not support. ‣ Make it urgent. ‣ Be concise and to the point. But make it as long as it needs to be to convince the reader. Wednesday, March 25, 2009
  130. 130. 65 Designate funds. Donors don’t want to pay for the paperclips. Wednesday, March 25, 2009
  131. 131. Wednesday, March 25, 2009
  132. 132. Wednesday, March 25, 2009
  133. 133. 66 Test stuff. In fact, test lots of stuff. Wednesday, March 25, 2009
  134. 134. Things to test ‣ Ask amounts ‣ Additions - leaflet, car sticker, postcard... ‣ Stamp vs Ceadúnas ‣ Cash vs direct debit ‣ New pack vs control ‣ Plain envelope vs photo or teaser Wednesday, March 25, 2009
  135. 135. 67 Get set up for direct debit. Now. (And apply for DD Plus tomorrow). Wednesday, March 25, 2009
  136. 136. 68 Offer your monthly givers a holiday. Wednesday, March 25, 2009
  137. 137. 69 We’re in a recession. So SPEND MORE MONEY! Wednesday, March 25, 2009
  138. 138. Prioritise donor care & retention. ‣ Don’t forget about recruitment. ‣ Be realistic. Plan for lower returns. ‣ Invest in the areas that give you the best return. ‣ All our data over the last six months suggests direct marketing is holding its own or increasing. Wednesday, March 25, 2009
  139. 139. 70 Really get to know your data. Wednesday, March 25, 2009
  140. 140. Know your data ‣ How much ‣ What the give to people give ‣ Why they give ‣ How often they ‣ Where they live give ‣ How long they ‣ How recently stay they gave Wednesday, March 25, 2009
  141. 141. 71 Segment by recency, frequency & value. Wednesday, March 25, 2009
  142. 142. Recency Value < 12 months €1000+ Frequency 12-24 €250-€999 months 1 gift 24-36 €100-€249 months 2+ gifts 36-48 €50-99 months > 4 years < €50 Wednesday, March 25, 2009
  143. 143. 72 Spend the most time and money on your best donors. Wednesday, March 25, 2009
  144. 144. Pareto Principle 80% of your income will come from 20% of your donors. Wednesday, March 25, 2009
  145. 145. 73–82 10 more tips. (*suggested by George in TW CAT) Wednesday, March 25, 2009
  146. 146. George’s tips ‣ Authenticity. ‣ Stamp on outer envelope. ‣ Ask volunteers for a ‣ Ask your trustees for their donation. address books. ‣ Hand-sign high value ‣ Tell your donors what their donors. donations have achieved. ‣ Hide the matching codes. ‣ Use some thank you letters to recruit direct debits. ‣ Variable tax copy - how ‣ Use reminder mailings to much the extra will achieve. boost income. Wednesday, March 25, 2009
  147. 147. 83 Forget ROI. It’s net income that matters. Wednesday, March 25, 2009
  148. 148. Which would you prefer? (and which would your donors prefer?) Net Cost Income ROI Income Campaign €25,000 €100,000 4:1 €75,000 (A) Campaign €50,000 €150,000 3:1 €100,000 (B) Wednesday, March 25, 2009
  149. 149. 84–89 Use the six levers of influence. Wednesday, March 25, 2009
  150. 150. The psychology of persuasion ‣ Reciprocation ...do your donors a favour. ‣ Commitment & consistency ...encourage donors to make a public commitment & remind them why they supported you in the first place. ‣ Social proof ...if everyone else is doing it then why aren’t we? Wednesday, March 25, 2009
  151. 151. The psychology of persuasion ‣ Liking ...is your organisation likable? ‣ Authority ...look and sound like you know what you’re talking about. ‣ Scarcity ...what’s limited is valuable Wednesday, March 25, 2009
  152. 152. 90 Add stuff. But only if it makes sense. Wednesday, March 25, 2009
  153. 153. Wednesday, March 25, 2009
  154. 154. 91 Visit SOFII regularly. (www.sofii.org) Wednesday, March 25, 2009
  155. 155. Wednesday, March 25, 2009
  156. 156. 92 You don’t have to reinvent the wheel every time. Wednesday, March 25, 2009
  157. 157. Wednesday, March 25, 2009
  158. 158. 93 Donate to loads of charities. Especially your own. Wednesday, March 25, 2009
  159. 159. 94 Include an ask in your newsletter. (Or even just an reply envelope). Wednesday, March 25, 2009
  160. 160. 95 Don’t forget to make the most of tax-efficient giving. Wednesday, March 25, 2009
  161. 161. 96-101 George Orwell’s six commands for better writing. Wednesday, March 25, 2009
  162. 162. Orwell’s Rules ‣ Never use a metaphor, simile or other figure of speech which you are used to seeing in print. ‣ Never use a long word when a short one will do. ‣ If it is possible to cut a word out, always cut it out. ‣ Never use the passive where you can use the active. ‣ Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent. ‣ Break any of these rules sooner than say anything outright barbarous. Wednesday, March 25, 2009
  163. 163. Thank You askdirect.ie delicious.com/damianob/fundirl slideshare.net/damianob damian@askdirect.ie Wednesday, March 25, 2009
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