Make Your Own Pack Presentation Final St Upload

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    Notes on slide 1

    Sean

    Enter into a discussion and use flip chart

    Across the world we see that real growth comes from Individuals. The big INGOs lead the way, but small charities follow. And most of the potential is from Legs, MDs and RGs.

    I put this in as Jono’s one says 49% Government, 35% membership and fees…..I don’t think it is inline with this.

    Anup

    F2F, DRTV, EMAIL – today we are talking about the mail

    Explain what targeting is, and why it is done

    Sean

    Sean

    Show the strat brief form

    Tell basketball story? S imple U nexpected C oncrete C redible E motional S tories BUT don’t forget to make the ask.

    Go through Packs

    NOT a big brochure / newsletter – just a summary

    More you than me

    The problem is big, but the donor can make a difference, UNICEF birthing bag Explain the big target small donations thing

    1. Ask, ask and ask again. The first ask should be direct and early, within the first couple of paragraphs. "…that is why I am asking you today for a donation of $50…". It should be repeated throughout the letter and on the response coupon

    The specific need your organisation addresses & what would happen if we don’t succeed Why your organisation is best positioned to achieve this goal In what way/s this need is being addressed Why the work needs to happen now

    Target and Deadline: A target amount that needs to be raised, along with a deadline. A reason to get the money in by a certain date. You can always find a deadline. Targets can be based on the cost of something; the generic 'My target is to raise $540,000 by xxx date' is better than none at all.

    First person. I write letters, Pareto Fundraising doesn't. I am asking you to write in the first person, we are not.

    Test

    Thank, Acknowledge

    NOT a big brochure / newsletter – just a summary

    Favorites, Groups & Events

    Make Your Own Pack Presentation Final St Upload - Presentation Transcript

    1. Four steps to successful direct marketing Anup Tiwari, UNICEF Sean Triner, Pareto Fundraising
    2. Part One: Introduction to Direct Mail
    3. Is Direct Marketing right for you?
    4. Ease of Acquisition
    5. Individuals – Long term growth Bequests / Legacies Major Donors Regular Giving The Giving Constituency Overall Fundraising Strategy Government Trusts & foundations Consider Corporate & Events Consider Associations, groups
    6. Donations in the USA Source and © Giving USA Foundation ™ Corporations 4.3% Foundations 12.4% Bequests 7.8% Individuals 75.6%
    7. Donations in Australia
    8. Donations in the UK Source and © Charities Aid Foundation, Charity Trends 2006 £8.2bn
    9. Donations in Hong Kong
    10.  
    11. 2008-09 estimates courtesy Mr. Bijay Mishra, Jt. Director, HelpAge India 67% from Individuals
    12. Majority Individual Contributions
    13. Part Two: Acquisition
    14. Acquiring donors
    15. Different types of acquisition © Northern Lights
    16. Your First Appeal Data Selection
    17. First Date
    18. Things Not Done Well Have An Everlasting Impression
    19. Good Date Bad Date
    20. Good Data Bad Data
    21. Selecting Database
    22. Art or Science
    23. Targeting © Pareto Fundraising 2009 Donors Population
    24. Locating Databases may be an Art But Using them is a Definite Science
    25. Proprietary Data
    26. I am Well Kept & Protected
    27. Compiled Lists
    28. List Owners
    29. List brokers
    30. List vendors
    31. Using lists
    32. Testing lists
    33. Picking up a small sample
    34. How big should a test be?
    35. Statisical accuracy screengrab
    36. The concept of random selection
    37. No creaming while testing
    38. The concept of partial rollouts
    39. Part Three: Your Direct Mail Pack
    40. Strategic Brief
    41. Messages that stick S U C C S E imple nexpected oncrete redible motional tories © Pareto Fundraising 2009
    42. Tell me…
      • About your charity
    43. Key direct mail tactics
    44. Envelope also Communicates
    45.  
    46.  
    47. Key direct mail tactics Long V/s Short
    48.  
    49. Key direct mail tactics - Personalisation
    50. Underlining Post Script Questioning Key direct mail tactics
    51. Lift or Endorsement Letter Key direct mail tactics
    52. Address Labels visible from back of envelope Premiums Key direct mail tactics
    53. ORS Sachet in a package asking money for saving children Key direct mail tactics
    54. Key direct mail tactics Plastic sheet
    55. Key direct mail tactics
    56. Key direct mail tactics
      • Story
      • Length
      • Extra brochure
      • Using outer envelope
      • Great letter
      • Business Reply Envelope
      • Letter tactics…
      Tactics
    58. Writing a direct mail letter
    59. Don’t we on your copy Key direct mail tactics
    60. Power of You Key direct mail tactics
    61. Short Sentences Key direct mail tactics
    62. Key direct mail tactics - Language
    63. Pitch a small gap Key direct mail tactics
    64. Key direct mail tactics
    65. Case for support – its got to have heart
    66. Key direct mail tactics
    67. Key direct mail tactics
    68. Include in letter Acknowledge “my heart goes out to you if you have experienced…. Introduce the signatory Para phrase your mission Case study must be blameless P.S summarises your letter Dollar handles Underline and bold
    69. Test…test and test
    70. Important things to remember
      • Envelope
      • Letter
      • Endorsement or Lift Letter or Lift photo / leaflet
      • Donation Coupon
      • (Premiums &Mission Premiums)
      • Business Reply Envelope
      Acquisition Package
    72.  
    73. Part Four: The Practicalities of DM
    74. We are ready to print now!
    75. Using standard material
    76. A4 Paper
    77. A4 donation form
    78. Customised packages
    79.  
    80.  
    81. Lasering personalisation
    82. In-line personalisation
    83.  
    84. Ready to send
    85. Manual Mail Insertion
    86. Mechanical Mail Insertion
    87. Franking
    88. Mail Sorting Zip Code
    89.  
    90.  
    91. Unaddressed home drops
    92. Seed Mailing Always!
    93. Happy Mailing
    94. Printing and mailing your first appeal
    95. List Buying
    96. Mail houses
    97. Capturing information
    98. 3 simple things to renew donors Especially for small NGOs/NGOs in the developing world
    99. To renew Thank & Ask Inform & Ask Wish them & Ask Compiled from test results achieved in NGOs like CRY, HelpAge India, UNICEF India
    100. Let’s make some packs
    101. Pareto Principle (80/20 rule) © Pareto Fundraising 2008 Decile Cumulative Gross Income Count Cumulative Count % of Donors Cumulative % of Donors 1 $47,980,678.80 45 45 0.0% 0.0% 2 $95,961,357.60 292 337 0.2% 0.3% 3 $143,942,036.40 716 1,053 0.6% 0.9% 4 $191,922,715.20 1,291 2,344 1.1% 1.9% 5 $239,903,394.00 2,171 4,515 1.8% 3.7% 6 $287,884,072.80 3,557 8,072 2.9% 6.6% 7 $335,864,751.60 5,712 13,784 4.7% 11.2% 8 $383,845,430.40 10,018 23,802 8.2% 19.4% 9 $431,826,109.20 19,807 43,609 16.1% 35.5% 10 $479,806,788.00 79,193 122,802 64.5% 100.0% 122,802 122,802 100.0% 100.0%
    102. The Strategic Brief
    103.  
    104. Thank you
    105. Useful Resources
      • www.fundraisingindia.org
      • www.paretofundraising.com
      • http://paretoiwrm09.blogspot.com .
      • www.resource-alliance.org
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