The document discusses direct mail fundraising strategies. It provides tips for writing effective direct mail letters, including telling compelling stories with a clear call to action. Direct mail has been used for fundraising for over 800 years and while it faces some criticism, it can still effectively acquire new donors when done properly. The summary highlights the longevity of direct mail fundraising, tips for writing impactful letters, and that direct mail can be an effective donor acquisition strategy.

1. Money in the Mail Presented by Anup Tiwari, Director-Asia, Fund Development & Communications SOS Children’s Villages International SAFRG Southern Regional Workshop, Feb. 2011 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 Acquisition Package

11. Envelope also Communicates

14. Key direct mail tactics Long V/s Short

16. Key direct mail tactics - Personalisation

17. Underlining Post Script Questioning Key direct mail tactics

18. Lift or Endorsement Letter Key direct mail tactics

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

20. ORS Sachet in a package asking money for saving children Key direct mail tactics

21. Key direct mail tactics Plastic 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 letter

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

27. Don’t we on your copy

28. Power of You

29. Tell 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

43. Getting ready to send

44. Manual Mail Insertion

45. Mechanical Mail Insertion

46. Franking

47. Mail Sorting Zip or Pin Code

48. Using Postal Services

49. Using Courier Services

50. Unaddressed home drops

51. 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? Con

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

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

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

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