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YES! You CAN Turn Direct Mail
Donors into Major Donors
Tiffany Neill, CFRE
Owner,
Lautman Maska Neill & Company
…and Here's How (and How Not To) Do It
3
P. J. Murphy
Senior Dire...
• United States Holocaust Memorial Museum
- Success With More Mail
• Physicians Committee for Responsible Medicine
- Audit...
CASE STUDY #1
5
The United States Holocaust Memorial
Museum is America’s national
institution for the documentation,
study, and interpreta...
• 125,000 Members (most under $1,000 annually)
Almost all acquired through mass mailings
• Many people contributed $1 mill...
• In 2007, only 500 donors giving annually between
$5,000 - $24,999
• Donors who had given large capital gifts to the
camp...
Series of Mailings
Overall
Case
Year End
Specific
News
FY 2013 Annual
Fund Mail
Launch
9/12
Year
End
11/12
Fiscal
Year
end
6/13
Invitations
Stewardship
Cultivation
Dedicated Mailings
Annual Fund
Solicitation
Local Content
Regional
Inserts
• Message Alignment
• Many ways to get involved
• Personal follow up
• Strong stewardship
• Ease of giving
Why Did it Work?
Number of Donors Increased
14
CASE STUDY #2
15
Founded in 1985, the PCRM is a
nonprofit organization that:
• promotes preventive medicine
• conducts clinical research
• ...
Tremendous Overall Growth in
Number of PCRM donors in 3 Years
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
2011 2012...
Very Bottom Heavy Pyramid Typical in Direct
Response Acquired Donor Base
- 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000...
Growth in Low dollar donor base not Resulting
in More Major Donors
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
2011 201...
But, there is great potential
Almost 2,000 donors with the
potential to give $5,000+ and
high major gift likelihood!
What are We Doing?
CASE STUDY #3
22
For over 30 years, House of Ruth has
been successfully helping women who
were homeless and abused to build safe
and stable...
• Over 20,000 loyal direct response donors
support House of Ruth annually
• Average gift from direct mail is more than $10...
• Educate donors about long-term needs
• Focus on the stories of the women and
children helped
• Broad Message
Mailings
Clear Case for Support
Upgrades? Capital Gifts?
Need to renovate/expand their
supportive day care location
• Combination of giving information and
overlays identify key prospects
• Invite to go to property
• Present detail of pla...
• Data overlays
• Model behavior
Gift information always top!
Public transportation users – advertised!
Data Analytics
Small Events
• Major Donors host teas
• Tours of locations
• Testimonials from clients
Connect
Continue Mail Support
Results
• Donors are increasing their support
• Jury is out until all funding in place
• More donors individually cultivat...
Questions?
Tiffany Neill
Lautman Maska Neill & Company
tneill@lautmandc.com
202-296-9660
AFP2015 YES! You Can Turn Direct Mail Donors Into Major Donors!
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AFP2015 YES! You Can Turn Direct Mail Donors Into Major Donors!

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AFP2015 YES! You Can Turn Direct Mail Donors Into Major Donors!

  1. 1. YES! You CAN Turn Direct Mail Donors into Major Donors
  2. 2. Tiffany Neill, CFRE Owner, Lautman Maska Neill & Company …and Here's How (and How Not To) Do It 3 P. J. Murphy Senior Director of Philanthropy, Physicians Committee for Responsible Medicine
  3. 3. • United States Holocaust Memorial Museum - Success With More Mail • Physicians Committee for Responsible Medicine - Audit, Try, Try Again • House of Ruth - Mail + Staff + Volunteers Three Case Studies
  4. 4. CASE STUDY #1 5
  5. 5. The United States Holocaust Memorial Museum is America’s national institution for the documentation, study, and interpretation of Holocaust history, and serves as this country’s memorial to the millions of people murdered during the Holocaust. USHMM
  6. 6. • 125,000 Members (most under $1,000 annually) Almost all acquired through mass mailings • Many people contributed $1 million or more Regional offices with local staff and volunteers for outreach • Bridging Membership and $1 million? Annual Fund ($1,000 - $4,999) Wings of Memory ($5,000 - $24,999) Leadership Circle ($25,000 - $1 million Large Base of Supporters
  7. 7. • In 2007, only 500 donors giving annually between $5,000 - $24,999 • Donors who had given large capital gifts to the campaign had not connected with Museum’s current efforts • Needed to educate donors about mission and connect them with regional staff and volunteers Gap in the Middle
  8. 8. Series of Mailings Overall Case Year End Specific News
  9. 9. FY 2013 Annual Fund Mail Launch 9/12 Year End 11/12 Fiscal Year end 6/13 Invitations Stewardship Cultivation
  10. 10. Dedicated Mailings Annual Fund Solicitation
  11. 11. Local Content Regional Inserts
  12. 12. • Message Alignment • Many ways to get involved • Personal follow up • Strong stewardship • Ease of giving Why Did it Work?
  13. 13. Number of Donors Increased 14
  14. 14. CASE STUDY #2 15
  15. 15. Founded in 1985, the PCRM is a nonprofit organization that: • promotes preventive medicine • conducts clinical research • and encourages higher standards for ethics and effectiveness in research PCRM
  16. 16. Tremendous Overall Growth in Number of PCRM donors in 3 Years 0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 2011 2012 2013 25% More!
  17. 17. Very Bottom Heavy Pyramid Typical in Direct Response Acquired Donor Base - 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000 $50 - $99.99 $100 - $249.99 $250 - $499.99 $500 - $749.99 $1,000 - $2,499 $2,500 - $4,999 $5,000 - $9,999 $15,000 - $24,999 $25,000 - $49,999 $50,000+
  18. 18. Growth in Low dollar donor base not Resulting in More Major Donors 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 2011 2012 2013 $250 - $499 $100 - $249 $50 - $99 0 100 200 300 400 500 600 700 2011 2012 2013 $5,000 + $500 - 5,000
  19. 19. But, there is great potential Almost 2,000 donors with the potential to give $5,000+ and high major gift likelihood!
  20. 20. What are We Doing?
  21. 21. CASE STUDY #3 22
  22. 22. For over 30 years, House of Ruth has been successfully helping women who were homeless and abused to build safe and stable lives for themselves and their children. More than 600 women and children in the Washington, DC area receive help from House of Ruth each day. The long-term assistance provided by House of Ruth includes housing, as well as the intensive services that women and families who were homeless need to build stable lives. At House of Ruth every woman and child is safe and cared for. House of Ruth
  23. 23. • Over 20,000 loyal direct response donors support House of Ruth annually • Average gift from direct mail is more than $107 House of Ruth
  24. 24. • Educate donors about long-term needs • Focus on the stories of the women and children helped • Broad Message Mailings
  25. 25. Clear Case for Support
  26. 26. Upgrades? Capital Gifts? Need to renovate/expand their supportive day care location
  27. 27. • Combination of giving information and overlays identify key prospects • Invite to go to property • Present detail of plans Reach Out
  28. 28. • Data overlays • Model behavior Gift information always top! Public transportation users – advertised! Data Analytics
  29. 29. Small Events • Major Donors host teas • Tours of locations • Testimonials from clients Connect
  30. 30. Continue Mail Support
  31. 31. Results • Donors are increasing their support • Jury is out until all funding in place • More donors individually cultivated now
  32. 32. Questions? Tiffany Neill Lautman Maska Neill & Company tneill@lautmandc.com 202-296-9660

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