Be direct
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A refresher o

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Be direct Be direct Presentation Transcript

  • BE DIRECT
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WELCOME!Agenda• What do you want to learn?• Overview• Q&A©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 2
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.“…back to basics approach…to navigatethrough uncertain economic times.” Michael Nilsen - Association of Fundraising Professionals, USA Today©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 3
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.TRUE? FALSE? • Four-color always works better • Long copy appeals always work better • Average direct mail response rate is 2% • Letters work better than flyers • All donors will respond to a good message • It doesn’t matter when you mail • Email works better today than direct mail©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 4
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.WHAT IS DIRECTMARKETING?©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 5
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DIRECT IS ALL ABOUT. . .• Listening• More personal messages• Delivered in ways donors want• Integrated into an overall effort• Getting to the right donor with the right message at the right time “…ensuring that donors who are the most loyal continue to give…this generates the most revenue with the least cost.” – Mike Nilsen AFP©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 6
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.HOW TO BE “DIRECT” – EFFICIENT AND AFFORDABLE• Understand your audience–past, current, future• Understand the competition–who is asking, when, how• Evaluate the investment and effort required• Review the “tools” that fit your organization and your audience• Understand the best way to reach donor– when, where and how they want to be contacted©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 7
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.YOUR LISTS ARE PRECIOUS ASSETS• Assign a “Caregiver”• Have procedures for collecting data• Don’t pollute them• Schedule regular updating• Have a privacy policy©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 8
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.KNOW YOUR AUDIENCE• Who are your donors?• Analyze past and present to build for future Donor Lapsed Annual Planned Giver Event Attend Average Gift Campaign # of asks Contact method©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 9
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.SEGMENTATION = RELEVANCE• Clarify the reasons for your segmentation/ selection criterion • by Gift Size – Area of interest, capacity, geography • by Gift Type• Vary your initial message to each segment • by Recency Frequency – Personalize the message, distinguish your • by Demographics delivery • by Involvement• Track and evaluate your response by segment • by Area of interest – Document who responds • by What they – Send a second message to non-respondents request 30 days later (can pull 40-50% of the first mailing response)©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 10
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.MAKE SURE DATA IS ACTIONABLE• Segmentation and acquisition• Grouping donors by common attributes• Finding others “like” them• Trading and renting lists• Referrals are great• Cautions©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 11
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DATA ATTRIBUTESNeed to know Nice to know • Area of interest• Name, address, city, state, zip • Past participation• Phone • Volunteer• Email • In-kind• Preferred contact method • Corporate/matching gift• Donor History – Recency of gift – Frequency of giving – Monetary–amount of gifts• Source of donor – DM campaign –list – Referral©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 12
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.TEST, TRACK, LEARN• Direct marketing allows you to test an idea and determine it’s potential prior to investing in a large effort• Evaluate what’s been done• Who received, opened, responded• How effective–by different audiences• Return on investment (ROI) by segment• Average gift by segment• Define your control package• Campaign that has worked best over time©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 13
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.DEFINE THE TEST• What element are you going to test? – Audience segments–who responds to what – Message–which motivates to give – Media–direct mail, eMail, phone, personal contact, combinations – “The Ask”–suggested amounts, ways to pay• How will you track the results?• What is the timeline?• If successful, can you “rollout” the campaign?©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 14
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.SPECIFIC TO EMAIL• Get a good email service provider (ESP) – Allows for segmentation – Addresses the recipient personally – Has sign up forms for your web site – Manages bounces, unsubscribe – Helps with CAN-SPAM Act compliance – Has analytics which track activity over time©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 15
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.SPECIFIC TO EMAIL• Double opt-in is best• Your snail mail list can move online• Respect ALL opt-outs• Encourage the “Forward to a friend”• Consider letting people self segment when they sign up• Your website must be accessible©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 16
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.CONTENT• How do you want the reader to feel?• What do you want them to do?• Start the conversation• Make it personal, a fast read and relevant• Tell stories• Include people pictures• Use a killer subject line (Change it up)• People buy benefits, not features• If an ask, make an easy call to action• 500 words max (for email)©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 17
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THE POWER OF AN EMOTIONAL CONNECTION“ I am a 100 years old and I can’t cook.”• Quote from a real recipient• Placed on outside envelope in her handwriting• Doubled response©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 18
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.INTEGRATE COMMUNICATIONS• Allow people to give by mail, on your website, by mobile or any other way that is feasible• Consider creating a separate landing page for each campaign so that messaging is consistent and visits are trackable• Extend and reinforce the campaign in all your other communications©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 19
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.LONGITUDINAL STUDY• Combination of Media – Phone – Personal – Email – Direct mail – Mobile – Social• Over what period?• Test and track what sequence works best©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 20
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.EVALUATE• What is your ROI?• Comparative analysis• Audience segment• Message• Media©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 21
  • TRANSFORM YOUR BRAND.TRANSFORM YOUR BUSINESS.THANK YOU!• Questions?????©2009 re:group, inc. | 213 west liberty street | ann arbor, mi | 734.213.0200 | www.regroup.us 22