This document contains 96 tips for improving direct marketing techniques. Some key recommendations include thanking donors promptly, using compelling stories, writing longer letters, personalizing content for individual donors, testing different ask amounts and creative elements, focusing efforts on top donors, and applying psychological principles of influence like reciprocity and social proof. Proper data segmentation, testing, and optimization of channels like email, video and social media are also emphasized.
What's the point of creativity in Direct MarketingJohn Griffiths
The application of behavioural economics and herd theory to direct marketing with examples. Given to the Marketing in Direct Conference in Bucharest Sept 8th 2010
Tony Koenderman's, Brainstorm 2010: You can run but you can't hide - 19 Oct 2010Mike Abel
I recently opened Tony Koenderman’s Brainstorm 2010 conference with a presentation on the current challenges facing the communications industry. It attempts, uncomfortable as it is, to address some of the real truths both clients and agencies are facing. I have had a lot of requests for this presentation so here it is. I’ve expressly made it relatively self-explanatory, but if there are gaps, apologies for not attaching my speakers notes.
- Mike Abel
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
What's the point of creativity in Direct MarketingJohn Griffiths
The application of behavioural economics and herd theory to direct marketing with examples. Given to the Marketing in Direct Conference in Bucharest Sept 8th 2010
Tony Koenderman's, Brainstorm 2010: You can run but you can't hide - 19 Oct 2010Mike Abel
I recently opened Tony Koenderman’s Brainstorm 2010 conference with a presentation on the current challenges facing the communications industry. It attempts, uncomfortable as it is, to address some of the real truths both clients and agencies are facing. I have had a lot of requests for this presentation so here it is. I’ve expressly made it relatively self-explanatory, but if there are gaps, apologies for not attaching my speakers notes.
- Mike Abel
This 2015 Mobile World Congress showcased the latest innovations in mobile technology, bringing together the leaders and pioneers of the mobile industry, consumer brands, and the growing amount of businesses touched by the mobile market.
Out of over 2,100 companies flaunting their newest and best, only a handful of exhibitors really stuck out for their ability to cut through the noise noise and connect with their audience.
We've taken a look at these standout exhibitors and examined what made them so memorable. Read our POV, and learn the 4 ways to win at the tradeshow that will connect people with your products and services and build your business.
BOBCM: Brands and content marketing - who brings what to the party?Justin Kirby
20 minute presentation for Digital Media Expo 2015, a 3 day conference in London hosted by the World Association of Newspapers and News Publishers (WAN-IFRA). This presentation highlights themes from my previous presentations at the OBE Summit in Italy and the Golden Drum festival in Slovenia, and frames these within the context of where the publishing industry fits in the new media landscape.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people.
This market trend has a big impact on companies. Most companies see this evolution as a danger. I believe that leveraging the power of the people in a positive way is a great opportunity.
Until now, managers have treated consumers in a too opportunistic way. The challenge is to really open up and collaborate with them in a structural way.
This presentation offers you a vision and a framework to leverage the power of the people in a truly positive and open way.
As gender roles and responsibilities evolve, we set out to understand the collaborative effect of couples on household shopping. This report reveals our findings on team shopping and the importance of being a team-friendly brand.
Branded Content: A survival strategy for the coming 'Adblocalypse'Justin Kirby
Presentation at the WAN | IFRA (World Association of Newspapers and News Publishers) Middle East Conference in Dubai: More video content is being watched than ever before, so will native advertising and editorial-based content marketing be enough for publishers to compete for consumers attention in an increasingly on demand world. Justin will present inspiring examples from the exciting space where advertising and entertainment collide and beyond, as well as insights from global experts to help you deliver more engaging content strategies for brands and their consumers.
I was asked to speak at the IPA Strategy Group's Modern Briefing event this morning. These are my thoughts on why participation is so important-it fundamentally disrupts business models-and how we can get better at briefing for participation:
-A business problem is a behavioural change in disguise
-Think about network insights, not consumer insights
-Move from "the single thing we want to say" to "the single thing we're going to make or do"
Another year has passed, and that means another look back at our own predictions on the trends that shaped our industry. Take a look at our 2014 report card and our thoughts on what's to come this year in the areas of shopping, media, technology, and consumer trends.
Brand Box 6 - When And Where To Say It. The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 6 - When and where to say it 2. Actions from Insights 3. Media has changed 4. Andy Tarshis - A.C. Nielsen Company 5. M. Lawrence Light - McDonald's Chief Marketing Officer 6. Buying the cheapest 7. Traditional vs. Online Advertising 8. Media context 9. The media plan 10. Tarps 11. Tarp vs. Reach 12. Krugman's three hit theory 13. Effective frequency factors 14. Media fragmentation - More advertisers across more mediums 15. The communication attrition rate 16. Media fragmentation (2005) 17. PR - Should always come before paid media 18. PR Considerations 19. Using PR to support the sales tunnel 20. Characteristics of specific media 21. Characteristics 22. Market Share 23. Free to air TV 24. Pay TV 25. Radio 26. Magazine 27. Newspapers 28. Sunday Supplement 29. Outdoors 30. Experiential 31. The experiential conversation 32. Direct 33. Email vs. Snail mail 34. Email marketing or eDM 35. Electronic direct marketing 36. Which email tested better 37. Successful responses 38. Mobile phone 39. Mobile users 40. Mobile interaction platforms 41. Branded funded mobile interaction 42. The rise of "The App"43. Internet 44. To web or not to web 45. 8 Ways to drive your E-Commerce sales 46. Internet glossary 47. Demystifying internet advertising 48. Cookies and DRM 49. Peer to peer, Prosumer and RSS 50. Generation Net, API and Affiliates 51. Wikinomics and Word of Mouse 52. Ideagoras, OpenSocial and Avatar 53. Video Sites 54. Personalised URLs 55. SEO 56. Search 4.0 57. Search value pyramid 58. Search engine optimisation 59. SEO Weighting of factors 60. SEO and site features 61. Link relationships 62. Blogs 63. Technology and Retail 64. Gaming and Cuisine 65. Art and Design 66. Auto and Environmental 67. Travel and Specialist 68. Social Media 69. World map of social networks 70. Top 65 social networking sites 71. Social networking 72. Social media strategy 73. Social media petal 74. Your business in media 75. Social Technographics ladder 76. Social media mistakes 77. Burger King: Whopper sacrifice 78. Living and dying by Twitter: Bruno launch 79. Living and dying by Twitter: Inglorious Bastards 80. Social media engagement KPI's 81. Media tools 82. The media interrogation 83. The media money box 84. Media insight 85. Day in the life oF (DILO) 86. Opportunities calendar 87. Reach and depth of media: Transit 88. Reach and depth of media: Entertainment 89. Reach and depth of media: Social 90. Reach and depth of media: One2One and Pop 91. x4 Step channel planning 92. Channel planning x4 Step Filtering 93. Channel planning cont... 94. Channel planning cont... 95. Tactics turntable 96.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
"Guerrilla Retailing" DISH Network international Team Summit general session keynote, presented by Orvel Ray Wilson, CSP May 5, 2009, Wells Fargo Theater, Denver Convention Center.
BOBCM: Brands and content marketing - who brings what to the party?Justin Kirby
20 minute presentation for Digital Media Expo 2015, a 3 day conference in London hosted by the World Association of Newspapers and News Publishers (WAN-IFRA). This presentation highlights themes from my previous presentations at the OBE Summit in Italy and the Golden Drum festival in Slovenia, and frames these within the context of where the publishing industry fits in the new media landscape.
From gold lamé to vin rosé, Cannes is a special place indeed.
It’s home to the world’s largest and most revered awards festival for the best creative work in Film, Creative Effectiveness, and more.
The week’s content includes seminars, forums and workshops presented by creative leadership from around the world — both from inside and outside the marketing industry.
We learned of brand experience examples such as the Google Creative Sandbox and the Ipsos Ladies Lounge provided insight and inspiration in a relaxed environment.
Oh — and of course — there was legendary partying in true industry style.
2011 was the year in which 'power to the people' became real. Arab spring, London riots and occupy wall street are just a few examples where we have seen the power of people.
This market trend has a big impact on companies. Most companies see this evolution as a danger. I believe that leveraging the power of the people in a positive way is a great opportunity.
Until now, managers have treated consumers in a too opportunistic way. The challenge is to really open up and collaborate with them in a structural way.
This presentation offers you a vision and a framework to leverage the power of the people in a truly positive and open way.
As gender roles and responsibilities evolve, we set out to understand the collaborative effect of couples on household shopping. This report reveals our findings on team shopping and the importance of being a team-friendly brand.
Branded Content: A survival strategy for the coming 'Adblocalypse'Justin Kirby
Presentation at the WAN | IFRA (World Association of Newspapers and News Publishers) Middle East Conference in Dubai: More video content is being watched than ever before, so will native advertising and editorial-based content marketing be enough for publishers to compete for consumers attention in an increasingly on demand world. Justin will present inspiring examples from the exciting space where advertising and entertainment collide and beyond, as well as insights from global experts to help you deliver more engaging content strategies for brands and their consumers.
I was asked to speak at the IPA Strategy Group's Modern Briefing event this morning. These are my thoughts on why participation is so important-it fundamentally disrupts business models-and how we can get better at briefing for participation:
-A business problem is a behavioural change in disguise
-Think about network insights, not consumer insights
-Move from "the single thing we want to say" to "the single thing we're going to make or do"
Another year has passed, and that means another look back at our own predictions on the trends that shaped our industry. Take a look at our 2014 report card and our thoughts on what's to come this year in the areas of shopping, media, technology, and consumer trends.
Brand Box 6 - When And Where To Say It. The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 6 - When and where to say it 2. Actions from Insights 3. Media has changed 4. Andy Tarshis - A.C. Nielsen Company 5. M. Lawrence Light - McDonald's Chief Marketing Officer 6. Buying the cheapest 7. Traditional vs. Online Advertising 8. Media context 9. The media plan 10. Tarps 11. Tarp vs. Reach 12. Krugman's three hit theory 13. Effective frequency factors 14. Media fragmentation - More advertisers across more mediums 15. The communication attrition rate 16. Media fragmentation (2005) 17. PR - Should always come before paid media 18. PR Considerations 19. Using PR to support the sales tunnel 20. Characteristics of specific media 21. Characteristics 22. Market Share 23. Free to air TV 24. Pay TV 25. Radio 26. Magazine 27. Newspapers 28. Sunday Supplement 29. Outdoors 30. Experiential 31. The experiential conversation 32. Direct 33. Email vs. Snail mail 34. Email marketing or eDM 35. Electronic direct marketing 36. Which email tested better 37. Successful responses 38. Mobile phone 39. Mobile users 40. Mobile interaction platforms 41. Branded funded mobile interaction 42. The rise of "The App"43. Internet 44. To web or not to web 45. 8 Ways to drive your E-Commerce sales 46. Internet glossary 47. Demystifying internet advertising 48. Cookies and DRM 49. Peer to peer, Prosumer and RSS 50. Generation Net, API and Affiliates 51. Wikinomics and Word of Mouse 52. Ideagoras, OpenSocial and Avatar 53. Video Sites 54. Personalised URLs 55. SEO 56. Search 4.0 57. Search value pyramid 58. Search engine optimisation 59. SEO Weighting of factors 60. SEO and site features 61. Link relationships 62. Blogs 63. Technology and Retail 64. Gaming and Cuisine 65. Art and Design 66. Auto and Environmental 67. Travel and Specialist 68. Social Media 69. World map of social networks 70. Top 65 social networking sites 71. Social networking 72. Social media strategy 73. Social media petal 74. Your business in media 75. Social Technographics ladder 76. Social media mistakes 77. Burger King: Whopper sacrifice 78. Living and dying by Twitter: Bruno launch 79. Living and dying by Twitter: Inglorious Bastards 80. Social media engagement KPI's 81. Media tools 82. The media interrogation 83. The media money box 84. Media insight 85. Day in the life oF (DILO) 86. Opportunities calendar 87. Reach and depth of media: Transit 88. Reach and depth of media: Entertainment 89. Reach and depth of media: Social 90. Reach and depth of media: One2One and Pop 91. x4 Step channel planning 92. Channel planning x4 Step Filtering 93. Channel planning cont... 94. Channel planning cont... 95. Tactics turntable 96.
The Friendship Model: How to build brand advocacy in a consumer-driven world.Brandon Murphy
The Friendship Model: How to build advocacy in a consumer-driven world. This presentation is an orientation for the philosophy and practical approach that changed an advertising agency to an advocacy agency.
"Guerrilla Retailing" DISH Network international Team Summit general session keynote, presented by Orvel Ray Wilson, CSP May 5, 2009, Wells Fargo Theater, Denver Convention Center.
What if...
- you could make a living through giving?
- you could reach out in kindness every day to others, celebrating their lives with pictures, gifts and the written word - and be able to make a great living doing it?
- that living provided you with a lifestyle of financial freedom for you and your family for decades to come?
13 steps people who aren't born rich must take to become rich MotunrayoIlenboye
13 Steps People Who Aren't Born Rich Must Take To Become Rich.
Take and implement these powerful irrefutable steps today in no time you will be able to change the trajectory of your life, from not enough to more than enough.
Communication with Principals and Line Card Profitability AnalysisCharles Cohon
Without good communication there can’t be a good rep-principal relationship, so MANA covers key points reps need to know to successfully communicate with principals. In today’s economy, all rep eyes are on the bottom line, so MANA provides a template and guidelines to assess which lines on your line card deserve the most and least attention, and which don’t belong on your line card at all.
Marketing Bequests: The Delicate Art of Asking for That Final GiftBloomerang
https://bloomerang.co/resources/webinars/
Tom Ahern will teach you a proven way to elicit bequests from your current donors. He will tell you the right words, style, and tone to use.
Want to move your career forward? Looking to build your leadership skills while helping others learn, grow, and improve their skills? Seeking someone who can guide you in achieving these goals?
You can accomplish this through a mentoring partnership. Learn more about the PMISSC Mentoring Program, where you’ll discover the incredible benefits of becoming a mentor or mentee. This program is designed to foster professional growth, enhance skills, and build a strong network within the project management community. Whether you're looking to share your expertise or seeking guidance to advance your career, the PMI Mentoring Program offers valuable opportunities for personal and professional development.
Watch this to learn:
* Overview of the PMISSC Mentoring Program: Mission, vision, and objectives.
* Benefits for Volunteer Mentors: Professional development, networking, personal satisfaction, and recognition.
* Advantages for Mentees: Career advancement, skill development, networking, and confidence building.
* Program Structure and Expectations: Mentor-mentee matching process, program phases, and time commitment.
* Success Stories and Testimonials: Inspiring examples from past participants.
* How to Get Involved: Steps to participate and resources available for support throughout the program.
Learn how you can make a difference in the project management community and take the next step in your professional journey.
About Hector Del Castillo
Hector is VP of Professional Development at the PMI Silver Spring Chapter, and CEO of Bold PM. He's a mid-market growth product executive and changemaker. He works with mid-market product-driven software executives to solve their biggest growth problems. He scales product growth, optimizes ops and builds loyal customers. He has reduced customer churn 33%, and boosted sales 47% for clients. He makes a significant impact by building and launching world-changing AI-powered products. If you're looking for an engaging and inspiring speaker to spark creativity and innovation within your organization, set up an appointment to discuss your specific needs and identify a suitable topic to inspire your audience at your next corporate conference, symposium, executive summit, or planning retreat.
About PMI Silver Spring Chapter
We are a branch of the Project Management Institute. We offer a platform for project management professionals in Silver Spring, MD, and the DC/Baltimore metro area. Monthly meetings facilitate networking, knowledge sharing, and professional development. For event details, visit pmissc.org.
Exploring Career Paths in Cybersecurity for Technical CommunicatorsBen Woelk, CISSP, CPTC
Brief overview of career options in cybersecurity for technical communicators. Includes discussion of my career path, certification options, NICE and NIST resources.
New Explore Careers and College Majors 2024Dr. Mary Askew
Explore Careers and College Majors is a new online, interactive, self-guided career, major and college planning system.
The career system works on all devices!
For more Information, go to https://bit.ly/3SW5w8W
Jill Pizzola's Tenure as Senior Talent Acquisition Partner at THOMSON REUTERS...dsnow9802
Jill Pizzola's tenure as Senior Talent Acquisition Partner at THOMSON REUTERS in Marlton, New Jersey, from 2018 to 2023, was marked by innovation and excellence.
Leadership Ambassador club Adventist modulekakomaeric00
Aims to equip people who aspire to become leaders with good qualities,and with Christian values and morals as per Biblical teachings.The you who aspire to be leaders should first read and understand what the ambassador module for leadership says about leadership and marry that to what the bible says.Christians sh
Resumes, Cover Letters, and Applying OnlineBruce Bennett
This webinar showcases resume styles and the elements that go into building your resume. Every job application requires unique skills, and this session will show you how to improve your resume to match the jobs to which you are applying. Additionally, we will discuss cover letters and learn about ideas to include. Every job application requires unique skills so learn ways to give you the best chance of success when applying for a new position. Learn how to take advantage of all the features when uploading a job application to a company’s applicant tracking system.
MISS TEEN GONDA 2024 - WINNER ABHA VISHWAKARMADK PAGEANT
Abha Vishwakarma, a rising star from Uttar Pradesh, has been selected as the victor from Gonda for Miss High Schooler India 2024. She is a glad representative of India, having won the title through her commitment and efforts in different talent competitions conducted by DK Exhibition, where she was crowned Miss Gonda 2024.
4. What happens when you
make a donation...
Speed of thank you % of charities
• Only 83% sent an email < 2 working days 28%
thank you
• 2-5 working days 22%
Only 72% posted a thank
you 6-10 working days 17%
> 10 working days 5%
*mystery shopping August 2008
No written thank
28%
you
9. “...For Mark it all started when he went into care aged just 11.
Of course there have been plenty of struggles along the way,
and frankly, he doesn’t blame anyone but himself. He’s in his
thirties now, and only became homeless three years ago after
returning to Ireland from the UK, reluctantly leaving his two
children and broken marriage behind him...”
“...As if things weren’t bad enough, Mark’s life took an even
worse turn shortly afterwards. He was knocked down by a
vehicle that mounted the pavement and came to rest on his leg,
badly injuring his ankle. While in hospital having his injuries
treated, Mark’s leg wound became infected with the MRSA
virus...”
12. David Ogilvy
“All my experience says that for a great many products, long copy sells more than
short. ... I could give you countless ... examples of long copy which has made the cash
register ring, notably for Mercedes cars. Not only in the United States, but all over the
world.
I believe, without any research to support me, that advertisements with long copy
convey the impression that you have something important to say, whether people read the
copy or not.
Direct response advertisers know that short copy doesn’t sell. In split run tests, long
copy invariably outsells short copy.”
“Only amateurs use short copy”
37. Typography Checklist
‣ Serif face for body copy
‣ Avoid quirky faces and large amounts of italics
‣ 12pt type with at least 2pts of leading
‣ Lines between paragraphs
‣ Indent paragraphs
‣ Big tick boxes & plenty of room on forms
39. Read these books
‣ Why I Write - George Orwell
‣ Influence: The Psychology of Persuasion -
Robert B. Cialdini
‣ Made to Stick - Chip & Dan Heath
‣ The Elements of Style - Strunk & White
‣ The IDM Marketing Guide
40. Read these books
‣ The Political Brain - Drew Westen
‣ Good to Great and the Social Sectors - Jim
Collins
‣ Type & Layout - Jim Wheildon
‣ Who will run the frog hospital? - Lorrie Moore
76. Recruiting with Adwords
‣ Cost per click: < €0.50
‣ 7% of click-throughs signed-up
(entered email address)
‣ Cost per new email address of €6.70
Campaign example 2008
82. “Try out the newer channels like Twitter. Some of your supporters will already be using it, so will love the
opportunity to engage with you in this way. Twitter is a good way of building up an opt-in list, but don't use
it for plain fundraising asks. It's more of a conversation - use it to listen and learn from your supportersquot;
– Howard Lake, fundraising.co.uk
88. Copywriting Top 10
‣ Use ‘I’ and ‘You’. Especially ‘You’
‣ Use simple English.
‣ Use short sentences and vary the lengths.
‣ Use short paragraphs and vary the lengths.
‣ Avoid jargon.
89. Copywriting Top 10
‣ Use active rather than passive language.
‣ Make sure it sounds like someone talking.
‣ Ask for money, not support.
‣ Make it urgent.
‣ Be concise and to the point. But make it as long
as it needs to be to convince the reader.
93. Things to test
‣ Ask amounts
‣ Additions - leaflet, car sticker, postcard...
‣ Stamp vs Ceadúnas
‣ Cash vs direct debit
‣ New pack vs control
‣ Plain envelope vs photo or teaser
94. 67
Get set up for direct debit. Now.
(And apply for DD Plus tomorrow).
97. Prioritise donor care & retention.
‣
Don’t forget about recruitment.
‣
Be realistic. Plan for lower returns.
‣
Invest in the areas that give you the best return.
‣
All our data over the last six months suggests direct
marketing is holding it’s own or increasing.
104. George’s tips
‣ Authenticity. ‣ Stamp on outer envelope.
‣ Ask volunteers for a ‣ Ask your trustees for their
donation. address books.
‣ Hand-sign high value ‣ Tell your donors what their
donors. donations have achieved.
‣ Hide the matching codes. ‣ Use some thank you letters
to recruit direct debits.
‣ Variable tax copy - how
‣ Use reminder mailings to
much the extra will
achieve. boost income.
106. Which would you prefer?
(and which would your donors prefer?)
Net
Cost Income ROI
Income
Campaign
€25,000 €100,000 4:1 €75,000
(A)
Campaign
€50,000 €150,000 3:1 €100,000
(B)
108. The psychology of
persuasion
‣ Reciprocation
...do your donors a favour.
‣ Commitment & consistency
...encourage donors to make a public commitment &
remind them why they supported you in the first place.
‣ Social proof
...if everyone else is doing it then why aren’t we?
109. The psychology of
persuasion
‣ Liking
...is your organisation likable?
‣ Authority
...look and sound like you know what you’re talking
about.
‣ Scarcity
...what’s limited is valuable
120. Orwell’s Rules
‣ Never use a metaphor, simile or other figure of speech
which you are used to seeing in print.
‣ Never use a long word when a short one will do.
‣ If it is possible to cut a word out, always cut it out.
‣ Never use the passive where you can use the active.
‣ Never use a foreign phrase, a scientific word or a jargon
word if you can think of an everyday English equivalent.
‣ Break any of these rules sooner than say anything
outright barbarous.
121. Thank You
www.askdirect.ie
www.slideshare.net/damianob
damian@askdirect.ie