Fundraising Success: Direct Mail Tips


Published on

In this economy, you have to be creative to get donations.

At Fundraising Success, you'll learn ways to raise more money with your direct mail campaign, including:

* Design ideas, production tips and cost saving options
* Messaging and copy that will resonate with your donors for larger gifts
* Integration with email and other online tactics to lift your response rate

1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Fundraising Success: Direct Mail Tips

  1. 1. Fundraising Success: Direct Mail
  2. 2. Today’s Discussion <ul><li>Planning for your direct mail projects </li></ul><ul><li>Package design </li></ul><ul><li>Messaging </li></ul><ul><li>Integration </li></ul>
  3. 3. Direct Marketing Strategic Objectives
  4. 4. Strategic Objectives Discussion <ul><li>What would you like to get out of a direct mail program for your organization? </li></ul><ul><li>If you do direct mail now, what are some additional objectives you could pursue? </li></ul>
  5. 5. DM Strategic Objectives <ul><li>Increase current donor giving </li></ul><ul><li>Develop new donors </li></ul><ul><li>Recapture past donors </li></ul>
  6. 6. DM Strategic Objectives <ul><li>Fund a specific program or project </li></ul><ul><li>Encourage fulfillment of pledges </li></ul><ul><li>Build ongoing relationships with donors </li></ul><ul><li>Identify donors with potential for significant individual giving </li></ul>
  7. 7. Financial Objectives and Metrics
  8. 8. Financial Objectives <ul><li>What kind of results can you expect? </li></ul><ul><li>What will the costs be? </li></ul>
  9. 9. Direct Mail Planning Worksheet Prospecting Donor Total Notes Revenue: Number of Mailings Pieces/Mailing Total Pieces Mailed Estimated Response Rate Expected Responses Expected Average Gift Total Revenue Revenue Per Piece Costs: Total Pieces Mailed Paper Cost/Piece Print Cost/Piece Postage List Rental Total Variable Costs Fixed Costs Total Costs Costs Per Piece Net Income Ratios: Cost Per Dollar Raised Fundraising % Revenue
  10. 10. Planning Assumptions <ul><li>Typical Response Rates: </li></ul><ul><ul><ul><li>Prospecting: .5%-2.5% </li></ul></ul></ul><ul><ul><ul><li>Donor: 7%-20% </li></ul></ul></ul><ul><li>Typical Avg. Gift: $10-30 </li></ul>
  11. 11. Key Metrics <ul><li>Cost per Dollar Raised </li></ul><ul><li>Average Gift </li></ul><ul><li>Response rate </li></ul><ul><li>Donor retention rate </li></ul><ul><li>Lifetime Value of a Donor </li></ul>
  12. 12. Plan Your Mail Piece <ul><li>What type of package are you going to send? </li></ul><ul><li>What lists are you going to use? </li></ul><ul><li>What is the theme of your campaign? Is it relevant? </li></ul>
  13. 13. Direct Mail Project Design
  14. 14. Direct Mail Project Design <ul><li>Package </li></ul><ul><li>Messaging </li></ul><ul><li>Timing </li></ul><ul><li>Lists </li></ul>
  15. 15. Package <ul><li>Typical package: </li></ul><ul><ul><li>8.5x14 letterhead with perfed return card </li></ul></ul><ul><ul><li>#10 window envelope </li></ul></ul><ul><ul><li>#9 BRE or CRE </li></ul></ul>
  16. 16. Items to Consider <ul><li>Color </li></ul><ul><li>Pictures </li></ul><ul><li>Size </li></ul><ul><li>Cost </li></ul>
  17. 17. Other Package Elements <ul><li>Photos </li></ul><ul><li>Surveys </li></ul><ul><li>Involvement Cards </li></ul>
  18. 18. Premiums <ul><li>Advantages </li></ul><ul><ul><li>Higher response rate </li></ul></ul><ul><li>Disadvantages </li></ul><ul><ul><li>Cost </li></ul></ul><ul><ul><li>Dependency on Premiums </li></ul></ul>
  19. 19. Messaging – Tell a Story
  20. 20. Messaging cont.
  21. 21. Timing <ul><li>How frequently to mail? </li></ul><ul><li>Scheduling around other fundraising </li></ul><ul><li>Taking advantage of news stories, outside events </li></ul>
  22. 22. Lists <ul><li>Using existing donor lists </li></ul><ul><li>Rental list selection </li></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Criteria for list selection </li></ul></ul>
  23. 23. Integration <ul><li>MSU survey study found that direct mail followed by email was as successful as multiple direct mail pieces </li></ul><ul><ul><li>DM - .315 Response rate ($10.97 per response) </li></ul></ul><ul><ul><li>DM/Email – .297 Response rate ($1.31 per response) </li></ul></ul><ul><li>Kaplowitz, Hadlock and Levine 2004 </li></ul>
  24. 24. Integration – How to <ul><li>Create follow-up emails with the same message as your DM appeal </li></ul><ul><li>Separate landing pages on your website </li></ul><ul><li>Announce the campaign on any social media </li></ul>
  25. 25. Questions?
  26. 26. Ready to Raise More Money? Contact Us. <ul><li>Robert Sanberg </li></ul><ul><li>[email_address] </li></ul><ul><li>612-735-5540 </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Presentation available at: </li></ul>