Find out about direct mail trends and integrated fundraising for nonprofits in this presentation by David Hughes of SankyNet.

1. Is Direct Mail Dead?
Or Does it Just Need a Faster
Internet Connection?
June 11, 2010
Presented by:
Kathy Swayze, CFRE, President & Creative Director,
Impact Communications
David Hughes, Account Director, SankyNet
June 11, 2010

2. Initial Thoughts…
“At its heart direct mail fundraising is
not about direct mail. It’s about one individual
writing to another to describe an issue
or cause they both care passionately about...
there’s no sign whatsoever that this is about
to change any time soon.”
(source: http://www.kenburnett.com/BlogIsdirectmaildead.html )
June 11, 2010

3. Question…
How many have had a board member
ask this question?
Can’t we just raise money
online and eliminate
all these postage and
printing costs?
June 11, 2010

4. Why
Integration
Matters
June 11, 2010

5. Demographics
• Mail (79%) vast
majority of income
• Online growing (9%),
with higher average
gift: $74 vs. $40
Source: Target Analytics
June 11, 2010

6. Demographics
• Online: 35-64 years old
• Mail: 65+ years
• Median Online: 50s
• Higher household income online
Source: Target Analytics
June 11, 2010

7. Don’t abandon direct mail…
Enhance with other
channels!
June 11, 2010

8. Message is key in every
channel Are you making
a connection with donors
and prospects about things
that matter to them?
June 11, 2010

9. Integrating your message
in all channels is the
key to success
June 11, 2010

10. Response by Response Channel
June 11, 2010

11. Response by Sent Channel
June 11, 2010

12. Reaching Your
Audience in
Multiple
Channels
June 11, 2010

13. Email Appending
• Re-activate lapsed
DM donors
• Coordinate
messaging with
active DM donors
• 15%-20% match rate
• Data overlay
information (age,
income, children, etc.)
June 11, 2010

14. Segmentation Strategy
June 11, 2010

15. How do you
do it?
June 11, 2010

16. Have a Plan
June 11, 2010

17. Coordinated Communications – DM
June 11, 2010

18. Coordinated Communications - Online
June 11, 2010

19. Coordinated Content – DM
June 11, 2010

20. Coordinated Content – Email
June 11, 2010

21. Coordinated Content – Email
June 11, 2010

22. Coordinated Content – Email
June 11, 2010

23. Coordinated Content – DM & Email
June 11, 2010

24. Case Studies
Offline Online
Online Offline
Both Ways
June 11, 2010

25. Offline Online
June 11, 2010

26. Offline Online: URLs
June 11, 2010

27. Offline Online: URLs
June 11, 2010

28. Offline Online: PURLs
www.citymeals.org/PhillipAarons
June 11, 2010

29. Offline Online: PURLs
June 11, 2010

30. Offline Online: Buck-slip
June 11, 2010

31. Offline Online: Reply slip
June 11, 2010

32. Online Offline
June 11, 2010

33. Response by Response Channel
June 11, 2010

34. Response by Response Channel
DM renewals Higher response than just mail!
June 11, 2010

35. Fully Integrated
Campaign

36. Integrated Campaign – DM Renewal
June 11, 2010

37. Integrated Campaign – Email
June 11, 2010

38. Integrated Campaign - Email
June 11, 2010

39. Integrated Campaign - Email
June 11, 2010

40. Integrated Campaign – Micro Site
June 11, 2010

41. Integrated Campaign – Lightbox
June 11, 2010

42. Integrated Campaign – Social Media
June 11, 2010

43. Integrated Campaign – eCard
June 11, 2010

44. Integrated Campaign – SEM
June 11, 2010

45. Integrated Campaign – Landing Page
June 11, 2010

46. Integrated Campaign – Donation Page
June 11, 2010

47. Thank you!
Available Online:
www.sankyspace.com/pub/FRDNY10.pdf
June 11, 2010