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60 Ideas in 60 Minutes

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Direct Response Fundraising at its Best #19Bridge #60ideas

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60 Ideas in 60 Minutes

  1. 1. D I R E C T M A I L F U N D R A I S I N G AT I T S B E S T ! #Bridge19 #60ideas
  2. 2. 2 TODAY’S PANEL SPEAKERS Tim Kersten Chief Executive Officer RKD Group tkersten@rkdgroup. com 972.664.2316 Tiffany Neill Partner/Owner Lautman, Maska, Neill and Company tneill@lautmandc.com 202.296.9660, ext. 209 Steve Maggio President/Chief Creative Officer DaVinci Direct, Inc. steve@davinci-direct.com 508.746.2555, ext. 511 #Bridge19 #60ideas
  3. 3. 3 INTRODUCING Tiffany Neill CFRE, Partner Lautman Maska Neill & Company
  4. 4. 4 USE MAIL TO SUPPORT MAJOR GIFT FUNDRAISING United States Holocaust Memorial Museum – Launch
  5. 5. 5 USE MAIL TO SUPPORT MAJOR GIFT FUNDRAISING • Select donors targeted by Major Gift Officers • Mirror themes and case for support in mailing • Use the same “Targeted Gift Amount” they receive from the MGO @lautmandc
  6. 6. 6 HAVE THE FIRST ASK BE FOR A MONTHLY GIFT Cystic Fibrosis Foundation Renewal
  7. 7. 7 HAVE THE FIRST ASK BE FOR A MONTHLY GIFT • Select donors targeted by Major Gift Officers • Mirror themes and case for support in mailing • Use the same “Targeted Gift Amount” they receive from the MGO @lautmandc
  8. 8. 8 INVOLVE YOUR DONORS IN YOUR WORK WITH A SURVEY PCRM Survey Mailing
  9. 9. 9 INVOLVE YOUR DONORS IN YOUR WORK WITH A SURVEY • Use a mix of questions that include both “mission” and “What’s in it for me” • Make sure you can track and/or capture data • Use newsletters to provide feedback on survey results @lautmandc
  10. 10. 10 MAKE ROOM FOR PLANNED GIVING MARKETING EFFORTS Meals on Wheels Planned Giving Newsletter
  11. 11. 11 MAKE ROOM FOR PLANNED GIVING MARKETING EFFORTS • Direct mail donors are excellent planned giving prospects – but they may not see themselves that way • Need to combine education, lead generation, and stewardship • Make sure your EIN and preferred bequest language is EVERYWHERE @lautmandc
  12. 12. 12 USE ACQUISITION TO FULFILL ONLINE OFFERS HRC Control Acquisition with Sticker
  13. 13. 13 USE ACQUISITION TO FULFILL ONLINE OFFERS • Facebook and other online ads can generate new names • Offer inexpensive freemiums (address labels, bumper stickers) • Fulfill with acquisition @lautmandc
  14. 14. 14 SIMPLE RECOGNITION CAN GET GRASSROOTS DONORS INVOLVED IN A CAPITAL CAMPAIGN Planned Parenthood of DC Capital Campaign
  15. 15. 15 SIMPLE RECOGNITION CAN GET GRASSROOTS DONORS INVOLVED IN A CAPITAL CAMPAIGN Planned Parenthood of DC Capital Campaign— Fulfillment
  16. 16. 16 SIMPLE RECOGNITION CAN GET GRASSROOTS DONORS INVOLVED IN A CAPITAL CAMPAIGN • Direct response donors are often the last to hear about capital campaigns • You can involve them in low-level giving with simple recognition – “your name will appear in the program opening day” • Make sure back-end is ready! @lautmandc
  17. 17. 17 TOO EXPENSIVE TO MAIL EVERYONE? OFFER IT ON THE BACK END Chesapeake Bay Foundation Back-End Calendar Offer
  18. 18. 18 TOO EXPENSIVE TO MAIL EVERYONE? OFFER IT ON THE BACK END • If you have an anchor premium mailing, but some segments are causing too much of a net investment – try offering it on the back end! • Have a fun fulfillment effort ready • Not recommended for high value donors (PG donors, lapsed high value) for them the expense of the front end may be worth it. @lautmandc
  19. 19. 19 CLEAR, TARGETED ASKS THAT TRANSLATE INTO ONE-TIME AND SUSTAINER GIFTS Heifer Busy Bee Feeding a Child is as Simple as 1 - 2 - Bee! 3. BeesHelp PollinateCrops 4. Healthy Crops Feed Kids 1. BeesUsePollen to MakeHoney 5. Familiesearn income selling honey and crops 2. KidsEat NutritiousHoney Control Insert www.heifer.org/ busybees You give the gift of a bee hive LAUTMAN 202-296-9660 Heifer International 08 2018 Appeal Version: 8.5” x 11” 70# white gloss text Prints 4CP with bleeds
  20. 20. 20 CLEAR, TARGETED ASKS THAT TRANSLATE INTO ONE-TIME AND SUSTAINER GIFTS • Think about how symbolic gifts translate for both one-time giving and monthly • Check language carefully to watch restrictive giving • (bonus – good use of a celebrity!) @lautmandc
  21. 21. 21 CREATE A VISUAL TO SHOWCASE YOUR WORK New Israel Fund – Where We Work
  22. 22. 22 CREATE A VISUAL TO SHOWCASE YOUR WORK PAWS Blueprint
  23. 23. 23 CREATE A VISUAL TO SHOWCASE YOUR WORK Save the Chimps “A Day In the Life” Poster
  24. 24. 24 CREATE A VISUAL TO SHOWCASE YOUR WORK • Diagrams, maps, blueprints and “a day in the life” are great ways to help donors visualize your work • Great approaches for those who don’t go online • Test, test, test… sometimes inserts can depress results @lautmandc
  25. 25. 25 USE FRONT-END PREMIUMS THAT ARE MEANINGFUL TO THE AUDIENCE MCHF Challenge Coin
  26. 26. 26 USE FRONT-END PREMIUMS THAT ARE MEANINGFUL TO THE AUDIENCE • Think outside the box – “what matters to this audience” • Be willing to spend more to make more • Work as a team with production! @lautmandc
  27. 27. 27 MAKE A BIG SPLASH TO TAKE ADVANTAGE OF A MOMENT AND GET PEOPLE TO ACT HRC Summer of Action Online and Offline
  28. 28. 28 MAKE A BIG SPLASH TO TAKE ADVANTAGE OF A MOMENT AND GET PEOPLE TO ACT • Have a big moment coming up? (marches, rallies, big public events) make it meaningful to people who can’t participate • Have a look and feel • Mix actions, merchandize, gifts – make it fun and meaningful to the audience @lautmandc
  29. 29. 29 TURN SOMETHING YOU “HAVE TO SEND” INTO A FUNDRAISING MOMENT House of Ruth Annual Report Mailing
  30. 30. 30 TURN SOMETHING YOU “HAVE TO SEND” INTO A FUNDRAISING MOMENT • First ask: “Do I really have to send this?” (annual reports often mean more to the organization than they do to the donor) • If the answer is “yes” – you can make it meaningful to the members, and fundraise at the same time • It’s a moment for donor recognition – “If you give just $200 more, your name will be printed in this report next year” @lautmandc
  31. 31. 31 PERSONALIZED, MEANINGFUL CORRESPONDENCE MAKE DONORS FEEL GREAT WHILE THEY GIVE! HRC and GMHC Personalized Note Card
  32. 32. 32 PERSONALIZED, MEANINGFUL CORRESPONDENCE MAKE DONORS FEEL GREAT WHILE THEY GIVE! • Digital printing creates a cost-effective way to personalize postcards, and other material • Have a call to action (store discount, online action, follow up) on the postcard to make it interactive • Donors love these! @lautmandc
  33. 33. 33 WARMLY WELCOME NEW DONORS AND GET THEM INVOLVED Heifer PIH Welcome Package
  34. 34. 34 WARMLY WELCOME NEW DONORS AND GET THEM INVOLVED • Welcome kits (this one is for high-value donors) start the relationship on the right foot • Give people something to do as a next step: new donor survey, petition, event promotion • Make sure you fulfill your promises! @lautmandc
  35. 35. 35 LET YOUR DONORS KNOW WHEN A NEW GIVING OPPORTUNITY IS AVAILABLE USHMM CGA New Rate Mailing
  36. 36. 36 LET YOUR DONORS KNOW WHEN A NEW GIVING OPPORTUNITY IS AVAILABLE • New CGA rates? IRA roll over extension? Make room in your mailing schedule to tell the right donors about these opportunities • Use data to find the right people for whom the offer will have meaning • These don’t need to be fancy! They are a means to provide information of value to your donors @lautmandc
  37. 37. 37 SOMETIMES THE BEST IDEAS COME FROM THE DONORS – LISTEN TO THEM Pioneers Phone Calendar
  38. 38. 38 SOMETIMES THE BEST IDEAS COME FROM THE DONORS – LISTEN TO THEM • A phone calendar? Really, Tiffany? • Yes, donors on Facebook in posts about the previous year’s calendar said “why can’t we have pictures of things that matter to us.” • Make sure you check these things against your fundraising instincts, but don’t be afraid to consider ideas “just because you didn’t have them” @lautmandc
  39. 39. 39 USE ACQUISITION TO REINSTATE LAPSED DONORS (EVEN NOT VERY LAPSED) Masonic Home and School of Texas Acquisition Masonic Home and School of Texas 338 Grapevine Hwy | Hurst, TX 76054 | www.mhstx.org M ASON I C Please return the top portion of this form with your check payable to Masonic Home and School of Texas. SPECI AL GI FT FORM M ASON IC HOMEAND SCHOOL OF TEXAS homeMasonic Home and School of Texas Wehelped Morgan get theautism therapy sheneeded, and now she can communicatewith her family. John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 John Q. Sample 05_18 MHSTX Acq Test Mrs. Jane Q. Sample 1730 Rhode Island Ave Suite 301 Washington, DC 20036 9 8 9 9 9 1 2 3 4 SC3 4 5 6 I D3 4 5 6 T q Yes! I’d like to make a special gift to the 2018 Texas Good Neighbor Campaign. Enclosed is my contribution of: q $20 q $25 q $40 q $70 q $150 q Other $______
  40. 40. 40 USE ACQUISITION TO REINSTATE LAPSED DONORS (EVEN NOT VERY LAPSED) • Your donors gave for the first time to the acquisition – they may again! • Target lapsed donors, or even “at risk of lapsing” donors • Include them with your acquisition merge/purge @lautmandc
  41. 41. 41 INTRODUCING Steve Maggio President/Chief Creative Officer DaVinci Direct, Inc.
  42. 42. 42 USE PROVEN APPEAL THEMES AS “PILLARS”
  43. 43. 43 USE PROVEN APPEAL THEMES AS “PILLARS” @davincidirect • “Challenge Match” and “Annual Fund” are classic appeals that work • Create a unique look and feel with format, logo and design • Position strong appeals your most productive slots: Nov/Dec/Jan/Feb
  44. 44. 44 REMIND YOUR DONORS TO GIVE
  45. 45. 45 • Mail a follow-up mailing two to four weeks after original mailing • Duplicate the look and feel of original mailing, but with smaller, less expensive Monarch format. Make letter brief and urgent. • Follow-up typically raises 60% - 90% as much as original mailing @davincidirect REMIND YOUR DONORS TO GIVE
  46. 46. 46 TEST A “BLIND OE” TO LIFT RESPONSE
  47. 47. 47 • The “Mystery Factor” can pique donor’s curiosity • Test in acquisition first, against teaser and/or standard OE with corner card • Even works with name and address label packages @davincidirect TEST A “BLIND OE” TO LIFT RESPONSE
  48. 48. 48 CULTIVATE HIGH-DOLLAR DONORS WITH A DONOR SOCIETY
  49. 49. 49 • This Leadership Circle package looks special, with upscale format and production values • Donor society has its own brand, and with tiered levels and different levels of recognition and benefits • These donors get a special acknowledgement, newsletter and other cultivation – all with same brand @davincidirect CULTIVATE HIGH-DOLLAR DONORS WITH A DONOR SOCIETY
  50. 50. 50 CHANGE NEWSLETTER SELF-MAILER TO COMPONENT PACKAGE
  51. 51. 51 • Positioning the newsletter as an appeal – with a personalized letter/reply slip and RE – can increase results ten-fold over a self-mailer • Make cover letter brief, with a strong call to action • Use separate reply slip to reinforce the ask @davincidirect CHANGE NEWSLETTER SELF-MAILER TO COMPONENT PACKAGE
  52. 52. 52 TEST AN INNOVATIVE FORMAT WITH “LOCALIZATION”
  53. 53. 53 TEST AN INNOVATIVE FORMAT WITH “LOCALIZATION”
  54. 54. 54 • This package has an oversized reply slip, which helps make the case for support • Use “Localization:” Here a state outline and laser copy highlight the work being done in the Donor’s state • Design is bold and patriotic, with Veterans Day theme/logo @davincidirect TEST AN INNOVATIVE FORMAT WITH “LOCALIZATION”
  55. 55. 55 DEVELOP MEMBER BENEFITS WITH REAL VALUE
  56. 56. 56 BOSTON SYMPHONY ORCHESTRA
  57. 57. 57 • Benefits must relate to needs and desires of your audience. State them clearly! • In this case, they range from discounts, advance notice of concerts, and “behind the scenes” events — to special parking and dining privileges • Top level includes the prestige of meeting with renowned conductors and artists @davincidirect DEVELOP MEMBER BENEFITS WITH REAL VALUE
  58. 58. 58 CREATE A SPECIAL PACKAGE FOR LAPSED RECAPTURE
  59. 59. 59 PERKINS SCHOOL FOR THE BLIND – LAPSED RECAPTURE
  60. 60. 60 • This greeting card format is a change-up in a program of mostly #10 renewal packages • Cover photo is cute and attractive, and relates to mission of helping vision-impaired kids overcome obstacles • Copy tells donor she is special, she is making difference, and laser handwriting makes it look more personal • Package uses strong “Challenge Match” offer@davincidirect CREATE A SPECIAL PACKAGE FOR LAPSED RECAPTURE
  61. 61. 61 CREATE A “PRE-LAPSING” STRATEGY
  62. 62. 62 MDA ANNIVERSARY PACKAGE
  63. 63. 63 • Improve retention with a conversion package that renews first-time donors more effectively • For MDA, we used a “mini-note card format” with an anniversary theme • Package celebrates the donor’s “one year anniversary of giving” in a positive way, instead of saying “we haven’t heard from you in a while” @davincidirect CREATE A “PRE-LAPSING” STRATEGY
  64. 64. 64 USE REAL HANDWRITING — THE ULTIMATE PERSONAL TOUCH
  65. 65. 65 ATLANTA HUMANE – HOLIDAY CARD TO MAJORS
  66. 66. 66 • Real handwriting makes the note more personal • It’s expensive, but worth it for your top donors • Use live, first-class postage on OE, test it on RE @davincidirect USE REAL HANDWRITING TO ADD THE ULTIMATE PERSONAL TOUCH
  67. 67. 67 TELL A STORY THAT INTRIGUES DONORS AND PROSPECTS
  68. 68. 68 • Don’t talk about “ME” (the institutional language that some organizations use). Talk about how “YOU” the donor make great work possible. • Don’t focus on the “millions” who need help, focus on one person — or one family • Make it emotional & personal • Test long copy — it works for many! @davincidirect TELL A STORY THAT INTRIGUES DONORS AND PROSPECTS
  69. 69. 69 INTEGRATE MESSAGE ACROSS MULTIPLE CHANNELS
  70. 70. 70 • For American Fondouk, year-end direct mail appeal was augmented by year-end email series and lightbox on their home page • Visuals of working animals in Fez Morocco match the mail package and highlight the need for free veterinary care • Copy is brief and urgent @davincidirect INTEGRATE MESSAGE ACROSS MULTIPLE CHANNELS
  71. 71. 71 USE PHOTOS TO HIGHLIGHT YOUR MISSION
  72. 72. 72 • Cute kids and animals are response generators • Choose photos with eye contact, emotion • Composition should be simple, no group photos @davincidirect USE PHOTOS TO HIGHLIGHT YOUR MISSION
  73. 73. 73 LEVERAGE HOLIDAYS THAT RELATE TO MISSION
  74. 74. 74 • Thanksgiving is a natural for programs to feed the hungry • Offer is clear and compelling • Photos and client quotes reinforce offer • Prayer card is useful and relates to mission @davincidirect LEVERAGE HOLIDAYS THAT RELATE TO MISSION
  75. 75. 75 TEST A FIRST-PERSON STORY
  76. 76. 76 • Clare’s cancer diagnosis is the “hook.” “When Riley doctors told me ‘you have cancer’ I saw it as a challenge.” • The line, “I’m told you’ve been very generous in helping to save Riley Kids like me,” puts the donor at the center of the story • First person approach tested against control — and won with similar response rate but higher average gift @davincidirect TEST A FIRST-PERSON STORY
  77. 77. 77 NAME AND ADDRESS LABELS STILL WORK!
  78. 78. 78 • Premiums help generate increased response – especially in Acquisition • Compelling letter and photos motivate mission-driven folks • Name label-acquired donors will renew without a premium @davincidirect NAME AND ADDRESS LABELS STILL WORK!
  79. 79. 79 TEST DIFFERENT GIFT ARRAYS
  80. 80. 80 • Circle the upgrade amount with a little note saying “this amount would really help” • Test amounts related to the specific needs that the donor’s gift will fund • Test ascending versus descending order, high ceiling/low floor, and open-ended @davincidirect TEST DIFFERENT GIFT ARRAYS
  81. 81. 81 PROMOTE YOUR SUSTAINER PROGRAM ONLINE
  82. 82. 82 • Monthly donor clubs provide regular income you can count on! • This one is branded as “Partners in Victory” – relating to shared goal to defeat diabetes • Sell donors on the convenience and efficiency of monthly giving @davincidirect PROMOTE YOUR SUSTAINER PROGRAM ONLINE
  83. 83. 83 USE A BOUNCE-BACK CARD TO CREATE A “TOUCHPOINT”
  84. 84. 84 • Bounce back is an inexpensive insert that creates a touchpoint between donor and your program’s beneficiaries • In this case, it’s a card sent from donor to someone in the hospital during the holidays. Can also be a holiday ornament with kid’s art if it’s a pediatric program, or a Thanksgiving card if it’s a food program, etc. • Donor keeps half and send half back with her gift @davincidirect USE A BOUNCE-BACK CARD TO CREATE A “TOUCHPOINT”
  85. 85. 85 MAKE YOUR OFFER SIMPLE & SPECIFIC
  86. 86. 86 • “Operation Backpack” is easy to understand: give kids in NYC shelters a backpack filled with “back-to-school supplies” • Deadline creates urgency • Here the bounce back goes to a kid living in a homeless shelter @davincidirect MAKE YOUR OFFER SIMPLE & SPECIFIC
  87. 87. 87 INTRODUCING Tim Kersten Chief Executive Officer RKD Group
  88. 88. 88 JUNE MAILING • Los Angeles Mission @rkdgroup CONTROL CARRIER TEST CARRIER
  89. 89. 89 @rkdgroup KEEP IT SIMPLE •Same client, same offer, different results: Simple, direct carrier lifted net revenue by 69%. •If it looks important, it is. •Less emphasis on branding and more on direct response can often result in more income.
  90. 90. 90 WALL RUBBING INSERT @rkdgroup Vietnam Veterans Memorial Fund
  91. 91. 91 @rkdgroup CREATE A TANGIBLE CONNECTION WITH INSERTS • As used by VVMF, an insert can build an emotional bridge with the donor. • Inserts can emphasize the offer and amplify the power of a donor’s gift. • Add an extra layer of urgency with a insert.
  92. 92. 92 HIGH-IMPACT LOCALIZATION • Food Bank for New York City @rkdgroup
  93. 93. 93 @rkdgroup IMPROVE RESPONSE USING LOCALIZATION • Telling a donor or prospect their gift is impacting locally is one thing. Showing them is another. • Regionalization is a powerful technique to strengthen any annual campaign. • Use regionalization to make a mailing personally relevant for the donor.
  94. 94. 94 MAJOR DONOR SPECIAL TREATMENT @rkdgroup American Bible Society
  95. 95. 95 @rkdgroup MEANINGFUL INVOLVEMENT = MEANINGFUL GIVING • Include a “Prepared Especially For” folder to neatly hold multiple communications and make the donor feel singular and important. • Boost the relationship and revenue with mission-oriented involvement devices, as does ABS with the Chinese Bible page. • Use impact oriented photos.
  96. 96. 96 MULTI-CHANNEL CAMPAIGN @rkdgroup Lurie Children’s Hospital Direct Mail
  97. 97. 97 MULTI-CHANNEL CAMPAIGN @rkdgroup Lurie Children’s Hospital Landing Page Email
  98. 98. 98 @rkdgroup MULTI-CHANNEL Go Where Your Donors Live … and Give • Donors are becoming more sophisticated in their use of digital engagement. • Mobile, social, paid search, traditional e-communications. Use them all to meet the donor where she will engage . . . and give. • Donors who receive communication by more than one channel are roughly 2- 1/2x more valuable.
  99. 99. 99 MATCHING GRANT TREATMENTS THAT WORK @rkdgroup
  100. 100. 100 @rkdgroup MORE THAN ONE WAY TO MATCH: WHAT’S YOURS? • The matching gift check or voucher is a well-traveled, proven technique used successfully by many organizations, but not all . . . • Visual emphasis of offer and impact can out-pull the traditional check bounce-back. • Test, test, test.
  101. 101. 101 BIBLE DELIVERY MAILING @rkdgroup American Bible Society Control Test
  102. 102. 102 @rkdgroup USE PHOTOS AT POINT OF SALE TO BOOST RESPONSE • A mission-oriented photo on a reply or bounce-back can lift response. • It’s better to use no photo than the “wrong” one. • Photo subject matter should reinforce what donor’s gift will accomplish. • The photo test shown raised 75% more gross income than the no-photo control
  103. 103. 103 MAP MAILING @rkdgroup Partners In Health
  104. 104. 104 @rkdgroup WHY MAP MAILINGS WORK • Outer envelope has bulk, creating intrigue. • High perceived value. • Simply an over-sized case for support.
  105. 105. 105 BAND-AID BOUNCE BACK MAILING @rkdgroup International Humanitarian Organization
  106. 106. 106 @rkdgroup TANGIBILITY AND BOUNCE BACKS • Creates a direct correlation between the offer and the ultimate benefactors, poverty-stricken children, in this case. • Amplifies the urgency to respond now. • Increases the perceived value of the bounce-back.
  107. 107. 107 LOCALIZED LABEL ART @rkdgroup Food Bank for New York City
  108. 108. 108 @rkdgroup LABEL ART IS A SCIENCE • For better results, test label art featuring regionally iconic visuals. • Can’t beat the control? Test foil. Costs more, but response is often enough to cover the expense and then some. • Test label backer creative, especially in acquisition. The results may surprise you.
  109. 109. 109 ADVERTORIAL INSERTS @rkdgroup
  110. 110. 110 @rkdgroup MORE INFORMATION CAN MEAN MORE GIVING • Appearance of a third-party endorsement. • Journalistic style allows a broader focus on multiple aspects of both the problem and the solution. • The information is relevant to the donor. • The creative is donor-centric. • The insert can stand alone as its own fundraising piece.
  111. 111. 111 GUARDIAN’S CIRCLE • Coast Guard Foundation @rkdgroup
  112. 112. 112 @rkdgroup SPECIAL TREATMENT FOR SPECIAL DONORS To lift mid-level response consider: • Closed-face outer envelope, first-class stamp. • Addition of personalized handwriting on letter or card. • Personalized CRE. • Postage on CRE. • Personalized reply.
  113. 113. 113 @rkdgroup TRIPLE IT MAILING American Kidney Fund Voucher Control Simplified Test
  114. 114. 114 @rkdgroup SIMPLE = SUCCESS When crafting offer: • Never give the donor “cause to pause.” • Offer should fit on the head of a pin. • CTA should be direct, clear and laser-focused. • Involvement devices supporting offer and CTA should be simple, user-friendly, intuitive. • This test lifted response 34% over the voucher control.
  115. 115. 115 @rkdgroup 20 CENTS MAILING Food Bank for New York City
  116. 116. 116 @rkdgroup LEVERAGE THE POWER OF DONOR’S GIFT Increase response when you: • Include a tangible offer. • Break down the donor’s giving impact as finite as possible. • Use visuals that reinforce offer. • This 20 cents per meal test lifted response 14% over traditional $1 = 5 meals control.
  117. 117. 117 @rkdgroup PARTNER CARD MAILING Brigham and Women’s Hospital
  118. 118. 118 @rkdgroup TEST A PARTNER CARD TO INCREASE RESPONSE • Partner cards generate a feeling of inclusiveness. • Showing the card through a secondary outer envelope window can lift response, but so can . . . • A standard third class outer envelope, capitalizing on the “what’s inside?” factor. • Test, test, test.
  119. 119. 119 @rkdgroup FIRST CLASS ANNUAL FUND DRIVE MAILING Lurie Children’s Hospital
  120. 120. 120 @rkdgroup A LITTLE EXTRA CAN GO A LONG WAY A hint of color, a simple teaser, an executive’s name. Use modest first-class mailing carrier additions to: • Lift response. • Add visual points of interest while maintaining personal atmospherics.
  121. 121. 121 @rkdgroup “NIGHT” MAILING Vietnam Veterans Memorial Fund
  122. 122. 122 @rkdgroup BREAKTHROUGH IDEAS CAN BE EASIEST TO MISS • What’s your organization’s “story”? How is it unique? • What nugget of history or aspect of outreach might the donor find interesting and worthy of support? • What does staff take for granted that may move a donor or prospect toward giving?
  123. 123. 123 EMBOSSED CARRIER • St. Labre Indian School @rkdgroup
  124. 124. 124 @rkdgroup THINK DIFFERENT, MAIL DIFFERENT • Crazy is as crazy does. • Ask yourself, “What wouldn’t we do?” • For a moment, pretend there is no budget or deadline
  125. 125. 125 PREMIUM MAILINGS @rkdgroup
  126. 126. 126 @rkdgroup PREMIUM MAILINGS If your file is premium-driven, embrace it, but not at the exclusion of testing less expensive options.
  127. 127. 127 @rkdgroup SUMMER OF HOPE Los Angeles Mission Regionalization More than a mention of <<AREA NAME>>
  128. 128. 128 @rkdgroup Control Test
  129. 129. 129 THANK YOU! Tim Kersten Chief Executive Officer RKD Group tkersten@rkdgroup. com 972.664.2316 Tiffany Neill Partner/Owner Lautman, Maska, Neill and Company tneill@lautmandc.com 202.296.9660, ext. 209 Steve Maggio President/Chief Creative Officer DaVinci Direct, Inc. steve@davinci-direct.com 508.746.2555, ext. 511 #Bridge19 #60ideas Don’t forget to visit the Solutions Showcase for more ideas!

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