Fundraising Success: Direct Mail Tips

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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

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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>http://ignitusinc.com </li></ul><ul><li>www.twitter.com/ignitus </li></ul><ul><li>Presentation available at: www.slideshare.net/ignitus </li></ul>

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