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Pidgeon: The future of direct marketing in fundraising
 

Pidgeon: The future of direct marketing in fundraising

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Pidgeon: The future of direct marketing in fundraising Pidgeon: The future of direct marketing in fundraising Presentation Transcript

  • The future of direct mail in fundraising Stephen Pidgeon Target Direct
  • Marketing media circa 1980/1990s CHARITY TARGET MARKET Broadcast TV Radio Outdoor Cinema Press DM
  • Marketing media 2006 onwards CHARITY TARGET MARKET Broadcast TV Radio Outdoor Cinema Press DM Pod casts Interactive Digital TV IPtv on demand Websites Web advertising Guerrilla marketing Word of mouth Email Viral Ambient Blogging SMS Bluetooth Telephone
  • The growing pressure on ‘junk mail’
    • Response rates are going down
    • Certainly more difficult to recruit new supporters
    • Political pressure using the ‘environment’ as an excuse
  • What we’re going to talk about…
    • The growing pressure on finding supporters
    • 17 ways to improve the ‘supporter experience’ with direct mail (and changes internally!)
    • The growing pressure on ‘junk mail’
  • A thought for fundraisers….
    • ‘The supporter experience is the reality of the charity’s brand’
  • Interesting thinking…
    • Active commitment is improved by:
      • Information - direct mail and email
      • Campaigning
      • Telephone calls
      • Research
    Adrian Sargeant and Elaine Jay for Target Direct - Spring 2004 and August 2005
  • Practices designed to please…
    • Let them choose how often they hear from you!
    • Let them choose what they support
    • Offer ‘money-back guarantees’
    • And be clear about the sums already given in support
    • Don’t ask again…until you’ve told them how their last gift has been spent
  • Practices designed to please…
    • Invitation to the Chief Executive’s panel
      • I’m NOT talking about High Value supporters
      • Ordinary supporters giving modest sums of money
      • Photocopies, newsletters, Christmas message
      • … and a very good excuse to get an email address
    Influence
  • Practices designed to please…
    • Invitation to the Chief Executive’s panel
    • Invitation to the Chairman’s Fellowship
      • ‘ The Chairman has suggested I write to you asking if you would like to join….’
    More influence
  • Practices designed to please…
    • Invitation to the Chief Executive’s panel
    • Invitation to the Chairman’s Fellowship
    • Some organisational issues:
      • Pidgeon’s 5% rule (one day a month)
      • Pidgeon’s 1% rule
      • All new fundraisers MUST meet supporters
      • Any strategy meeting - must have a ‘donor representative’
      • Innovation budgets
      • New ways of looking at budgets
  • … and the impact could reach legacies!
  • The full print product lifecycle 1.65 2.1 Totals (averaged) 1.0 1.0 Disposal (30% recycling level) 0 0 Use of the print product 0.13 – 0.22 0.13 – 0.22 Print manufacture 0.03 – 0.05 0.05 – 0.1 Distribution – mill to merchant 0.35 – 0.5 0.7 – 1.0 Raw material – paper manufacture Tonnes CO 2 /tonne 100% recycled Tonnes CO 2 /tonne virgin fibre Lifestage
  • What is the future of direct mail in fundraising?
    • We can find supporters
    • 17 ways to improve the ‘supporter experience’ with direct mail (and changes internally!)
    • Recycling will take some pressure off ‘junk mail’