Direct mail safrg master class oct. 2010

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How to of Direct Mail

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Direct mail safrg master class oct. 2010

  1. 1. Money in the Mail Presented by Anup Tiwari, Director-Asia, Fund Development & Communications SOS Children’s Villages International Presented by Anup Tiwari, Director-Asia, Fund Development & Communications SOS Children’s Villages International SAFRG Master Class, Oct. 30, 2010 Low Cost Acquisition 1
  2. 2. Part 1: The Fundraising Stretch
  3. 3.  Scottish Fundraising Guru’s tip on “How to Ask” – Recruit donor, retain donor, convert to major donor – Ask at least 3 times in a letter Finlay Craig’s Fundraising Stretch
  4. 4. Part 2: Introduction to Direct Mail
  5. 5. How long has the Direct Mail been around? 800 Years ago by Eihei Dogen
  6. 6. Probably the oldest Fundraising Direct Mail Source: Exhibit by Mal Warwick on www.sofii.org
  7. 7. Direct Mail Now- butt of jokes
  8. 8. But still Direct Mail continues to deliver
  9. 9.  Envelope  Letter  Endorsement or Lift Letter or Lift photo / leaflet  Donation Coupon  (Premiums &Mission Premiums)  Business Reply Envelope
  10. 10. Key direct mail tactics
  11. 11. Key direct mail tactics - Personalisation
  12. 12. Underlining Post Script Questioning Key direct mail tactics
  13. 13. Key direct mail tactics
  14. 14. Address Labels visible from back of envelope Key direct mail tactics
  15. 15. Key direct mail tactics
  16. 16. Key direct mail tactics Plastic sheetPlastic sheet
  17. 17. Key direct mail tactics
  18. 18. Key direct mail tactics
  19. 19. Part 3: Tips on writing a Direct Mail Letter
  20. 20. Writing a direct mail letterWriting a direct mail letter
  21. 21. Messages that stick S U C C S E imple nexpected oncrete redible motional tories
  22. 22. Tell a storyTell a story
  23. 23. A human interest story
  24. 24. With a before & after
  25. 25. In a first person account
  26. 26. Short Sentences
  27. 27. Language
  28. 28. Story with a ‘still unfulfilled need’
  29. 29. Pitch a small & urgent gap
  30. 30. Key direct mail tactics
  31. 31. Part 4: Getting ready to send Direct Mail Letter
  32. 32. Coding Your Direct Mail Coding Your Direct Mail
  33. 33. Getting ready to sendGetting ready to send
  34. 34. Manual Mail InsertionManual Mail Insertion
  35. 35. Mechanical Mail InsertionMechanical Mail Insertion
  36. 36. FrankingFranking
  37. 37. Mail Sorting Zip or Pin CodeMail Sorting Zip or Pin Code
  38. 38. Using Postal ServicesUsing Postal Services
  39. 39. Using Courier Services Using Courier Services
  40. 40. Always Seed Your Mail!Always Seed Your Mail!
  41. 41. Part 5: Direct Mail Pros & Cons
  42. 42. Number of new donors brought in • Does Direct Mail bring in More Donors as Compared to Other Methods?
  43. 43. Average Donation brought in • Do Direct Mail Donors Give More or Not as Compared with Other Methods?
  44. 44. Quality of donors • Do Direct Mail Acquired Donors Stay Longer or Not?
  45. 45. Scalability • Can Number of Direct Mailers to be Sent Increased Quickly as per the Need?
  46. 46. Happy MailingHappy Mailing For more information visit www.FundraisingAsia.org

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