The Secret to a Successful Direct Mail Campaign

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Did you know that 40% of all giving happens in the month of December? A thoughtful and well crafted year end appeal can help increase the revenue your organization generates during the height of this year’s giving season. Whether you have your planning underway or have yet to begin, join Giving Tree’s Amy Schiffman, Lizzy Sternberg and Lisa Sheridan to learn best practices in preparing for and maximizing the return on your direct mail campaign.

Learning Objectives:

The webinar will focus on campaign planning and execution in the following areas:

Timeline creation
List preparation and expansion
Messaging and content
Design and layout of collateral
Personal notes
Printing, mail house and postage
e-campaign
Preparing your team and resources
Acknowledging donors and notifying your team

Time will be given for a lively Q&A session.

About the presenters:

Amy Schiffman

Since founding Giving Tree Associates in 2008, Amy Schiffman has helped her clients to raise tens of millions of dollars via public and private funding sources. As a principal of the firm, Amy manages annual, capital and endowment campaigns, facilitates board leadership development and solicitation training workshops, builds strategic plans, develops communication strategies, and recruits professional leadership.

Lizzy Sternberg

Lizzy Sternberg joined Giving Tree Associates in 2009 and plays a pivotal role in revenue development and strategic planning for Giving Tree clients. Her expertise in event planning, annual campaign management, volunteer leadership and training, software implementation and data management allows her clients to build successful strategies and exceed fundraising goals. Lizzy is Giving Tree’s in-house expert on donor and event management software and has successfully transitioned dozens of clients to new platforms. She also has strong experience leading the fundraising assessment process and partnering with GTA principals on campaign planning. Lizzy supervises the firm’s Associate Consultant team with a strong client-based approach to project management.

Lisa Sheridan

Lisa Sheridan joined Giving Tree Associates in 2012 and specializes in event management, database research and implementation, data configuration, board recruitment and annual campaign management. Lisa’s guidance allows clients to build the sustainable infrastructures, processes and strategies to successfully meet and exceed their fundraising goals. Lisa collaborates with volunteers and staff to execute campaign strategy and mentors new members of the Giving Tree team.

Published in: Investor Relations
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The Secret to a Successful Direct Mail Campaign

  1. 1. The Secret to a Successful Direct Mail Campaign 10/30/14 1pm EDT The presentation will begin shortly.
  2. 2. Before We Get Started 3 This presentation is being recorded! The recording and slides will be emailed to you later this afternoon. Please chat in any questions for our guest. We will answer them in the formal Q&A session at the end of the presentation. For higher-­‐quality audio, please dial in by phone.
  3. 3. 3
  4. 4. Today’s Guests 3 Amy Schiffman Lizzy Sternberg Lisa Sheridan
  5. 5. Giving Tree Associates
  6. 6. Giving Tree Associates •Who we are
  7. 7. Giving Tree Associates •Who we are •Intro to Today’s Webinar
  8. 8. Tip #1
  9. 9. Tip #1
  10. 10. Create a Timeline
  11. 11. Create a Timeline •When to begin
  12. 12. Create a Timeline •When to begin •What to include
  13. 13. Create a Timeline •When to begin •What to include •How to determine timing
  14. 14. Prepping for Your Timeline
  15. 15. Prepping for Your Timeline •Staff review and preparation
  16. 16. Prepping for Your Timeline •Staff review and preparation •Mail house or print shop
  17. 17. Prepping for Your Timeline •Staff review and preparation •Mail house or print shop •Manual coordination
  18. 18. Prepping for Your Timeline •Staff review and preparation •Mail house or print shop •Manual coordination •Personal notes
  19. 19. Structuring Your Timeline
  20. 20. Tip #2 Messaging and Content
  21. 21. Messaging and Content
  22. 22. Messaging and Content •Personalize, personalize and personalize!
  23. 23. Messaging and Content •Personalize, personalize and personalize! •Targeted Messaging
  24. 24. Messaging and Content •Personalize, personalize and personalize! •Targeted Messaging •Tell a story
  25. 25. Messaging and Content •Personalize, personalize and personalize! •Targeted Messaging •Tell a story •Include a photo
  26. 26. Messaging and Content •Personalize, personalize and personalize! •Targeted Messaging •Tell a story •Include a photo •Make a direct and specific ask
  27. 27. Messaging and Content •Personalize, personalize and personalize! •Targeted Messaging •Tell a story •Include a photo •Make a direct and specific ask •Blog post on messaging and content
  28. 28. Strong Opening Line
  29. 29. Show Your Impact Prove Their Dollar Matters
  30. 30. Messaging and Content •Personalize, personalize and personalize! •Targeted Messaging •Tell a story •Include a photo •Make a direct and specific ask •Blog post on messaging and content
  31. 31. Tip #3
  32. 32. Tip #3 List Preparation and Expansion
  33. 33. List Preparation and Expansion
  34. 34. List Preparation and Expansion •Segmenting your list
  35. 35. List Preparation and Expansion •Segmenting your list •Adding names
  36. 36. List Preparation and Expansion •Segmenting your list •Adding names •Updating and/or cleaning data
  37. 37. List Preparation and Expansion •Segmenting your list •Adding names •Updating and/or cleaning data •Sort list by leadership contact
  38. 38. Tip #4
  39. 39. Tip #4 Design and Layout
  40. 40. Design and Layout •Update your letterhead
  41. 41. Design and Layout •Update your letterhead •Customize your pledge cards
  42. 42. Design and Layout •Update your letterhead •Customize your pledge cards •Include personal notes
  43. 43. Tip #5 Postage
  44. 44. Postage
  45. 45. Postage •Nonprofit postage permit
  46. 46. Postage •Nonprofit postage permit •USPS nonprofit prices here
  47. 47. Postage •Nonprofit postage permit •USPS nonprofit prices here •First Class mail
  48. 48. Postage •Nonprofit postage permit •USPS nonprofit prices here •First Class mail •Standard mail
  49. 49. Postage Type of Postage Minimum Number of Pieces of Mail Expected Delivery Time Total Expected Cost Based on 1,000 pieces First Class 500 2-4 days $406 Standard 200 7-10 days $279 Nonprofit 200 7-10 days $161
  50. 50. Postage Type of Postage Minimum Number of Pieces of Mail Expected Delivery Time Total Expected Cost Based on 1,000 pieces First Class 500 2-4 days $406 Standard 200 7-10 days $279 Nonprofit 200 7-10 days $161 •Learn more about applying for a nonprofit postage authorization here
  51. 51. Postage
  52. 52. Postage •Weigh a sample of your mailing before purchasing postage
  53. 53. Postage •Weigh a sample of your mailing before purchasing postage •Blog post on determining your postage needs
  54. 54. Tip #6 Printing and Mailhouse
  55. 55. Printing and Mailhouse •Do your homework: get quotes
  56. 56. Printing and Mailhouse •Do your homework: get quotes •Assembling the mailing: in-house vs. mailhouse
  57. 57. Printing and Mailhouse •Do your homework: get quotes •Assembling the mailing: in-house vs. mailhouse •Blog post on printing and mail house
  58. 58. Tip #7 E-campaign
  59. 59. E-campaign
  60. 60. E-campaign •Assemble an e-blast version of the direct mail piece with slightly different content
  61. 61. E-campaign •Assemble an e-blast version of the direct mail piece with slightly different content •Link to the donation page
  62. 62. E-campaign •Assemble an e-blast version of the direct mail piece with slightly different content •Link to the donation page •Use of images
  63. 63. E-campaign •Assemble an e-blast version of the direct mail piece with slightly different content •Link to the donation page •Use of images •Test your eblast
  64. 64. E-campaign •Assemble an e-blast version of the direct mail piece with slightly different content •Link to the donation page •Use of images •Test your eblast •Create a plan for your leadership to share with their networks
  65. 65. Tip #8 Prepare Your Team and Resources
  66. 66. Prepare Your Team and Resources
  67. 67. Prepare Your Team and Resources •Prepare staff for calls and questions
  68. 68. Prepare Your Team and Resources •Prepare staff for calls and questions •Prepare the database
  69. 69. Prepare Your Team and Resources •Prepare staff for calls and questions •Prepare the database •Build an easy-to-run report for updates to leadership
  70. 70. Tip #9 Acknowledgments and Giving Thanks
  71. 71. Acknowledgments and Giving Thanks
  72. 72. Acknowledgments and Giving Thanks •Acknowledgments vs. giving personal thanks
  73. 73. Acknowledgments and Giving Thanks •Acknowledgments vs. giving personal thanks •Timely acknowledgment and personal thank you outreach
  74. 74. Acknowledgments and Giving Thanks •Acknowledgments vs. giving personal thanks •Timely acknowledgment and personal thank you outreach •Who to include in the thank you process
  75. 75. Questions?
  76. 76. Thank you for joining today’s webinar. Please contact us with any questions: Amy Schiffman amy@givingtreeassociates.com Lizzy Sternberg lizzy@givingtreeassociates.com Lisa Sheridan lisa@givingtreeassociates.com www.givingtreeassociates.com
  77. 77. Free educational resources » •Daily blog post •Weekly webinar •Downloadables •Nonprofit Wrap-­‐Up •Bloomerang TV https://bloomerang.co/resources
  78. 78. https://bloomerang.co/resources/webinars Next (free!) webinar: From Resistant to Resourceful: A Collaborative Approach to Engaging Your Board in Fundraising Kirsten Bullock, CFRE, MBA 11/6 -­‐ 1pm eastern

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