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90 Direct Marketing Tips in 60 Minutes

90 Direct Marketing Tips in 60 Minutes



90 tips that will help you improve your direct marketing program, from retention to conversion to upgrade to prospecting.

90 tips that will help you improve your direct marketing program, from retention to conversion to upgrade to prospecting.



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    90 Direct Marketing Tips in 60 Minutes 90 Direct Marketing Tips in 60 Minutes Presentation Transcript

    • 0 to 90 in 60 90 direct mail tips in just 60 minutes! Leah Eustace, CFRE @LeahEustace
    • 2 Set the right goal • Be clear on what you’re trying to do with your pyramid • Stabilize the base • Grow the base • Grow the vertical
    • 3 Be realistic about growth • How ‘sexy’ is your cause? • Are you Sick Kids or the Psoriasis Foundation? • Set targets appropriately!
    • 4 Set long-term direction • Have a multi-year (3-5) direction • Make sure this year’s plan fits into the bigger picture
    • 5 Make sure everyone’s on the same page • Set expectations throughout the organization • Educate leadership – both staff & board • Failure to do this may upset your apple cart down the road!
    • 6 Offer donor choice… • Number of appeals • Stewardship options • E vs. paper receipts, newsletters etc. • Phoning okay Greater choice = greater loyalty!
    • 7 Integrate channels • DM was a stand alone tactic in the 1980s • Not any more • Multi-channel world • Phone, online, face- to-face • Seamless baby!
    • 8 Get your data house in order • Your direct mail program will only be as successful as your data allows it to be. • Invest in proven fundraising software – and make sure someone is properly trained to get the most out of it.
    • 9 Put your year on a spreadsheet • Mail dates • Mail types (donor renewal, prospect etc.) • Costs • Response rates • Average gift • Revenue – gross and net • Key ratios
    • 10 Make a creative plan • Themes • Signatories • ‘looks’ • Length • Inserts (if any) • Info required
    • 11 Make a critical path for each campaign • Work dates ‘backwards’ • Include all key milestone dates • Work from this document daily – or put reminders in your outlook calendar • If the path is met, the mail drops on time!
    • 12 Case for Support • Take the time to write a powerful case for support • We’re amazed at how many organizations don’t have one (even the big guys) • A solid case saves time in the long run
    • 13 Line up your people • Ensure everyone knows what’s expected of them – and when it’s expected • Interviewing signatories • Lining up suppliers • Everyone who needs to sign off
    • 14 Set your evaluation methods in advance • What determines success & failure? • Driven by strategy • Key performance indicators will come into play (more later!)
    • 15 “Demographics are 2/3 of everything” ~ David Foot • 83% civic generation • Born pre-1946 • Also called WW2 Generation • Grew up before television • Older, empty nest churchgoing woman
    • 16 Meet Jacqueline • Make sure your package design, letter copy speak to her – and not your executive director! • Focus group a letter with an elderly neighbour rather than your communications staff
    • 17 Carrier envelope • Only purpose is to be opened • Simple often works best • Use teasers only when they contribute
    • 18 Letter • Purpose of the letter is to create the impulse to give • Stay focused on purpose
    • 19 Reply coupon • Purpose is to facilitate easy giving • Make it easy to use! • Don’t get complicated
    • 20 Business reply envelope • Just make sure you include one! • Don’t send your donor looking for envelopes and stamps • Make it easy!
    • 21 Remember that older eyes prefer… big fonts
    • 22 Count your I’s and you’s • The donor prefers to read ‘you’ to ‘I’ • Say you twice for every time you say I
    • 23 Write emotionally • Human beings are emotional animals • We decide on our emotions • Strike the right chord to generate response
    • 24 Our favourite fundraising maxim “The institution has no needs” It’s all about connecting the donor with the beneficiary of the gift.
    • 25 Take as long as it takes • Despite what your boss thinks, long letters outperform short ones • Take as long as it takes to tell your story
    • 26 It’s direct mail, so be direct • Don’t be afraid to ask • Be as specific as you can with your ask • Don’t be afraid to ask more than once • Asking is why you’re writing
    • 27 Focus on benefits – not features • A feature describes • A benefit is an outcome • Donors want to create the benefit with their gift • It’s shorter emergency room wait times – not an enhanced intake system
    • 28 Positioning – the battle for the mind • What’s your unique selling proposition? • If you’re not unique, you’re interchangeable
    • 29 Book Tip “Positioning, the Battle for the Mind” By Al Reiss & Jack Trout
    • 30 The success formula problem + solution + credibility (yours) + ask
    • 31 The offer – the reward • Donors don’t just give • It’s an exchange • Each party gets something • For the donor, it’s the psychic reward • Talk about that reward
    • 32 Book Tip “Influence – the Psychology of Persuasion” By Robert B. Caldiani
    • 33 Don’t crowd • Short sentences • Short paragraphs • Leave lots of white space • Make it easy to read
    • 34 Write like you speak • Your grade four English teacher would be furious! • Incomplete sentences • Contractions • Hyphens • The eyes lead to the brain – the ears to the heart!
    • 35 Authentic copy • Make your letter sound like it REALLY comes from the person who signed it • Capture the voice/personality • Interviews work best
    • 36 Be very careful Not to use jargon “enhancing indigenous capacity- building among community- based non-governmental organizations” or “helping people help themselves”
    • 37 Appeal to the senses People’s imaginations can see, smell, taste touch and hear.
    • 38 Book tip Made to Stick is a great book that will help your messages both penetrate and stay in the donor’s mind.
    • 39 Passion is infectious.. If you show your passion for the cause, the donor will be infected.
    • 40 Ease of reading • Black type on white background • Lots of visual contrast
    • 41 A picture is worth a thousand words Photographs amplify your message
    • 42 Use a serif font The preferred font of direct mail (older) donors
    • 43 Tell great stories Human beings communicate by telling stories
    • 44 Book Tip “The Story Factor” By Annette Simmons
    • 45 Key Performance Indicators Donor Acquisition Cost • Gross revenue minus expenditure • Divided by number of new donors • Sector average is $25
    • 46 Conversion rate • Rate at which first time donors make a second gift • Repeat donors divided by once-only donors • Sector average is about 35- 40%
    • 47 Conversion Tip Call new donors simply to say thanks and welcome.
    • 48 Conversion Tip • You don’t get a second chance to make a first impression! • Get the thank you letter and tax receipt mailed within 72 hours.
    • 49 Conversion Tip Send a welcome kit to first-time donors
    • 50 Average gift Gross revenue divided by number of gifts
    • 51 Gift frequency • Average number of gifts per active donor per year • Total gifts divided by total number of active donors • Sector average is about 1.3
    • 52 Renewal rate • Rate at which active donors renew their giving in subsequent year • Number of this years renewers divided by all last year’s active donors
    • 53 Renewal Tip You may need to add another renewal appeal to your yearly program to maintain your renewal rate.
    • 54 Renewal Tip • Use newsletters to best advantage • Show money at work • Show positive results • Create donor satisfaction before re-soliciting.
    • 55 Active donor life expectancy • Average length of time during which an active donor will continue to give every year • Function of renewal rate • Refer to CMA handbook
    • 56 Repeat donor investment Donor acquisition cost divided by conversion rate
    • 57 Lifetime value - gross • Total revenue you’d expect from an active donor before she lapses • Average gift x gift frequency x life expectancy
    • 58 Revenue to cost ratio • Key measurement of efficiency • Compares costs to revenues • Total revenue divided by total cost
    • 59 Lifetime value - net • True return on new donor investment • Gross return minus costs • Gross lifetime value divided by the left number in the revenue to cost ratio
    • 60 Production • Tender elements of production process to a number of suppliers • Give them the specs and hold an auction • Keep them competing for your business
    • 61 Communicate with suppliers after the fact • Give them feedback on what you were pleased and displeased with • Little rewards can go a long way next time
    • 62 You can save some money.. • If you order a year’s worth of business reply envelopes all at once • Some suppliers will even store them for you
    • 63 Guinea pig? • Sometimes a supplier will give you a big discount if you’ll test drive a new product or service • Hand addressing for a nickel
    • 64 Using photos • Photos can certainly enhance your story and make your ask more compelling • But no photo is better than a bad one • Make sure you use high resolution photos with lots of contrast
    • 65 Get thank you letters and receipts out quickly! It shows appreciation – and – that you’re organized.
    • 66 Create a segmented fulfillment grid • Create ‘categories’ of thank you tactics • Simple form letters to smaller gifts • Personalized notes and/or phone calls to more generous gifts • Use board members to call if you can!
    • 67 Upsell The thank you letter is a wonderful opportunity to talk about upgraded giving.
    • 68 Donors are starving to see • Their dollars at work • Talk about how you’re using their gift
    • 69 Test in each mailing! • Lists – acquisition • Personalization • Packages • Carrier envelopes • Reply devices • The list is endless!
    • 70 Book Tip “Revolution in the Mailbox” By Mal Warwick
    • 71 Segment mailings Gift size and recency are a great help to planning and measuring your campaigns.
    • 72 Acquisition best practice • Always test a new package against your control package • You do have a control package don’t you?
    • 73 Donor engagement • Donor surveys are a great way to engage – and get valuable information • We often use them with January renewal mail campaigns
    • 74 Donor engagement • Can you connect your donor directly to the recipient of the gift? • Why do you think child sponsorship programs are so successful?
    • 75 Monthly donor conversion • Have a plan for monthly donor conversion • Monthly donor lifetime value four times greater
    • 76 Set a target.. Most organizations can convert 5% to 10% of their donors to monthly if they do it right.
    • Get on the telephone 77 Mail and phone work best to convert donors to monthly.
    • 78 Best monthly prospects include • Multi-donors • Credit card donors
    • Follow up 79 • Make sure you follow up on expired credit cards
    • 80 Make a communications plan • For your monthly donors • Don’t just take their money • Keep informing them of how you’re putting their money to work • Keep saying thanks
    • Upgrade 81 Ask monthly donors to increase their monthly gift after two to three years – But Give them a good reason to!
    • 82 Monthly Giving - Book Tip “Hidden Gold” By Harvey McKinnon
    • 83 It’s time to start a mid-level giving program • 17% of your direct mail donors have made single gifts of $500 or more to charity • You want a share of that market • Make a plan – and execute it
    • 84 Two keys for success • Make the offer as specific as possible (quasi-designated if you will) • Promise added value re: stewardship
    • 85 The legacy gift gold mine • One-third of your direct mail donors have either left a charitable bequest or are considering one • This money will overtake DM revenues in 8-10 years
    • 86 Integrate! • Mail both annual giving appeals with legacy mailings throughout the year. • Take the time to bring the silos down
    • 87 Use a synergy • Of major gift strategy and direct mail tactics • Take the time to cultivate (at least a year) • Ask appropriately
    • 88 Best legacy prospects include • “Miss” • Loyal • Monthly (mail or phone sourced) • Large single gift
    • 89 Your direct mail donors are open to being cultivated • But they want to hear from you by mail • Don’t phone or visit • Let them control the relationship • They don’t want to feel pressured!
    • 90 Best cultivation packages • Testimonial from a living donor • Vision piece from CEO • Legacy-specific newsletter • Testimonial from surviving loved one
    • 91 Book Tip “Iceberg Philanthropy” By us!
    • 92 Whew! I’m done! www.goodworksco.ca Check out the research room for more articles, podcasts and presentations.