Your SlideShare is downloading. ×
Make Your Own Pack Presentation Final St Upload
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Make Your Own Pack Presentation Final St Upload

912

Published on

The initial training before working with charities to actually produce DM letters - in one day.

The initial training before working with charities to actually produce DM letters - in one day.

Published in: Sports, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
912
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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
  • 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
    • 57.
      • 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
    • 71.
      • 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

    ×