This document discusses direct mail fundraising. It begins by outlining some tips for direct mail, such as asking for donations at least three times in a letter. It then provides a brief history of direct mail, noting it has been used for fundraising for over 800 years. The document outlines best practices for direct mail including personalization, storytelling, and addressing envelopes visibly. It discusses preparation and logistics of sending direct mail campaigns. It concludes by listing some pros and cons of direct mail fundraising such as its ability to acquire new donors at scale compared to other methods.

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. Part 1: The Fundraising
Stretch

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. Part 2: Introduction to
Direct Mail

5. How long has the Direct Mail been
around?
800
Years
ago by
Eihei
Dogen

6. Probably the oldest Fundraising Direct Mail
Source: Exhibit by Mal Warwick on www.sofii.org

7. Direct Mail Now- butt of jokes

9. But still Direct Mail continues to
deliver

10.  Envelope
 Letter
 Endorsement or Lift Letter or Lift photo /
leaflet
 Donation Coupon
 (Premiums &Mission Premiums)
 Business Reply Envelope

14. Key direct mail tactics

16. Key direct mail tactics - Personalisation

17. Underlining
Post Script
Questioning
Key direct mail tactics

18. Key direct mail tactics

19. Address Labels
visible from back
of envelope
Key direct mail tactics

20. Key direct mail tactics

21. Key direct mail tactics
Plastic sheetPlastic sheet

22. Key direct mail tactics

23. Key direct mail tactics

24. Part 3: Tips on writing
a Direct Mail Letter

25. Writing a direct mail letterWriting a direct mail letter

26. Messages that stick
S
U
C
C
S
E
imple
nexpected
oncrete
redible
motional
tories

29. Tell a storyTell a story

32. A human interest story

34. With a before & after

35. In a first person account

36. Short Sentences

37. Language

38. Story with a ‘still unfulfilled need’

39. Pitch a small & urgent gap

40. Key direct mail tactics

41. Part 4: Getting ready to
send Direct Mail Letter

42. Coding Your
Direct Mail
Coding Your
Direct Mail

43. Getting ready to sendGetting ready to send

44. Manual Mail InsertionManual Mail Insertion

45. Mechanical Mail InsertionMechanical Mail Insertion

46. FrankingFranking

47. Mail Sorting Zip or Pin CodeMail Sorting Zip or Pin Code

48. Using Postal ServicesUsing Postal Services

49. Using Courier
Services
Using Courier
Services

51. Always Seed Your Mail!Always Seed Your Mail!

52. Part 5: Direct Mail Pros
& Cons

53. Number of new donors brought in
• Does Direct Mail bring in More Donors
as Compared to Other Methods?

54. Average Donation brought in
• Do Direct Mail Donors Give More or Not
as Compared with Other Methods?

55. Quality of donors
• Do Direct Mail Acquired Donors Stay
Longer or Not?

56. Scalability
• Can Number of Direct Mailers to be
Sent Increased Quickly as per the
Need?

57. Happy MailingHappy Mailing
For more information visit
www.FundraisingAsia.org