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Great and Small - Heroic DM for humble charities

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Presentation for Iof National Convention July 2015.

How do produce great direct mail for smaller charities

Published in: Government & Nonprofit
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Great and Small - Heroic DM for humble charities

  1. 1. GREAT& small How to produce heroic direct marketing for humble charities Damian O’Broin @damianobroin
  2. 2. 4.5 million 9 million Ireland London
  3. 3. £0m £125m £250m £375m £500m Total Voluntary Income
  4. 4. 3000 11000 Typical Cash Donor File Sizes (Active 0-24 months)
  5. 5. There are advantages to being small...
  6. 6. Use the most powerful levers
  7. 7. Audience Offer Format Creative
  8. 8. 1% of the response - just 21 people - generated over 35% of the total income from the appeal.
  9. 9. 20% of donors 80% of income 20% of donors 4% 80% of 80% = 64% of income Pareto Pareto2
  10. 10. The Black Hole of Almost Major Donors
  11. 11. “There is absolutely no evidence that frequency of solicitation negatively impacts retention and lifetime value. Period.”
  12. 12. This is at least 24 mailings per year Lots of charities are here
  13. 13. Typical response rates
  14. 14. Offer
  15. 15. 22
  16. 16. Format
  17. 17. Almost 50% better response rate
  18. 18. Stay close to the core
  19. 19. “You used to speak the truth but now you’re clever”
  20. 20. Cultivate Intimacy
  21. 21. Personalisation Personality Personal Attention
  22. 22. “You” or “Your” is repeated 14 times on Page 1 (and donor’s name appears four times)
  23. 23. Personalisation Personality Personal Attention
  24. 24. Personalisation Personality Personal Attention
  25. 25. Fill it with passion & emotion
  26. 26. Act Small, Ask Big
  27. 27. 5% response Av Gift: £183.17 ROI 6.21
  28. 28. 0" 200" 400" 600" 800" 1,000" 1,200" 1,400" 1,600" 1,800" 0.0%" 0.5%" 1.0%" 1.5%" 2.0%" 2.5%" 3.0%" 3.5%" Face"to"Face"CS" Face"to"Face"RG" Child"Sponsorship" Non"Face"to"Face"CS"CS"and"Cash"Cash"Donors" Regular"Givers" Loyal"F2F"Donors" AcGve"Cash"Donors" Non"Face"to"Face"RG" RG"&"Cash"Donors" Loyal"AcGve"Cash"Donors"1k+"Donors" Loyal"Non"F2F"Donors" Conf"Bequest%" Confirmed"Volume" 69 Australian Benchmarking Data (Pareto Fundraising) Confirmed bequestors by support type
  29. 29. Know the tricks
  30. 30. Reminder Income: 50%-80% of original mailing
  31. 31. Segment % Response Survey + Post-it with handwritten message 76% Survey with handwritten message on letter 48% Cover letter / No handwritten message 36% https://hbr.org/2015/05/the-surprising-persuasiveness-of-a-sticky-note
  32. 32. Segment % Response Survey + Post-it with handwritten message 69% Survey + Blank Post-it 43% Cover letter / No handwritten message 34% https://hbr.org/2015/05/the-surprising-persuasiveness-of-a-sticky-note
  33. 33. A good newsletter should raise at least 50% of an equivalent appeal
  34. 34. Surveys = Money + Data + Legacy Prospects
  35. 35. In 2010, Google Search ran... 8,157 A/B tests 2,800 1% tests
  36. 36. Only test things that you can use in the future.
  37. 37. Use the knowledge that’s already out there.
  38. 38. Incentives work.
  39. 39. Address labels work.
  40. 40. Nesting works.
  41. 41. Stamps work.
  42. 42. Long copy works. Repeated asks work. Photo cards work. Gratitude and flattery work. Demonstrating impact works. Dog pictures work. Premiums work.
  43. 43. Banker Premium Response Rate 1.90% 6.24% Average Gift €50 €35 ROI 0.54 0.87 CPA €93.33 €40.40 Head-to-head test standard vs premium pack
  44. 44. 88 Stories work.
  45. 45. 89 THANK YOU! @damianobroin

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