Presentation delivered at 2007 Association Day, organized by DMAW

1. 1
Putting it all Together:
Anatomy of an Annual Marketing Plan /
Anatomy of a Campaign
Paula Eichenbrenner,
American Society for Nutrition
Barry Pilson, Americans for the Arts
Tom Quash,
Women in Cable Telecommunication
Tuesday, October 30, 2007
2:45 p.m.
DMAW’s 5th Annual
Association Day
Tues. 10/30/07 2:45 p.m. 2
WHY: Direct Mail for Associations?
• Benchmark to Beat:
65 percent of donors acquired
by traditional direct mail
give once and never give again.
• But, nonprofits still receive more of
their donations from traditional
fundraising than online fundraising.
(2006 donorCentrics Internet Giving Benchmarking Analysis,
performed by Target Analysis Group)

2. 2
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WHY? --Continued
• Attract new members/donors
• Renew members/donors each year (or giving/
membership cycle)
– Benchmark to Beat: 85% renewal rate for
Individual Membership Organizations (IMOs)
• Move members/donors up through giving
pyramid
– Escalate members/donors: not only giving more,
but giving more often
• Reactivate lapsed members/donors
• Raise major gifts
Tues. 10/30/07 2:45 p.m. 4
HOW: Direct Mail for Associations?
• Strategy
• Database / Information Management
• Lists
• Testing
• Copywriting
• Design
• Printing
• Mailing
• Tracking
• Analysis

3. 3
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HOW? --Continued
• Don’t forget – there IS a step after
analysis!
Audit your direct mail program(s)
continuously, as they fall within your
overall marketing plan.
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3 Common Mistakes at Non-Profits/
Associations
• Mistake #1: Not Mailing to Enough
People
• Benchmark to Beat: The average
response rate for a direct mail donor
acquisition mailing is 1%.

4. 4
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3 Common Mistakes at Non-Profits/
Associations
• Mistake #2: Not Differentiating
Yourself from Competitors
• My organization (American Society for
Nutrition) has to clarify its character
among groups like The Nutrition
Society; the American Society for
Parenteral and Enteral Nutrition; and
the Society for Nutrition Education.
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3 Common Mistakes at Non-Profits/
Associations
• Mistake #3: Expecting Acquisition
Mailings to Raise Money
• Direct mail donor acquisition mailings
almost never raise net revenue.
• Benchmark to Beat: An organization
must usually spend $1.25 to raise $1.00.

5. 5
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While We’re Talking about Money…
Direct Marketing Cost Metrics
• Cost Per Piece: Cost to produce each package
(carrier envelope, letter, reply device, reply envelope)
in a mailing. Usually includes writing, design,
printing, list rental and postage.
– Calculated by dividing total mailing costs by the number of
pieces mailed.
• CPM (Cost Per 1,000): One of the most common
measurements in advertising and direct marketing.
How much you must spend to communicate your
message to 1,000 people.
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More Applicable Metrics for the
Non-Profit/Association Sector…
• Cost to Raise a Dollar: Used by fundraisers to
gauge the cost effectiveness of their fundraising
methods. Calculated by dividing fundraising
campaign costs by gross income.
• Donor Acquisition Cost: The cost of a mailing
after gross income has been subtracted, divided by
the number of donors acquired, and expressed in
dollars and cents per donor acquired.
• Lifetime Value of a Donor/Member: Total
revenue received during the time a donor or member
is active. Useful when calculating how much to spend
to acquire a new donor.

6. 6
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Listen to Your Vendors!
• Alliant Studios - http://www.alliantstudios.com,
kevin@alliantstudios.com
• Clear Sky Creative - http://
www.ClearSkyCreative.com,
Joey@ClearSkyCreative.com
• Mid-Atlantic Printers Ltd. - http://www.mapl.net/,
tmccarthy@mapl.net
• Rock Creek Strategic Marketing - http://
www.rockcreeksm.com/,
sjohnson@rockcreeksm.com
• Scott Oser & Associates - http://
www.scottoserassociates.com/,
scott@scottoserassociates.com
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Other Resources
• DMAW - http://www.dmaw.org/
• DMA - http://www.the-dma.org/
• DMFA - http://www.dmfa.org/
• Alan Sharpe and Raiser Sharpe - http://www.raisersharpe.com/
Raiser Sharpe is a full-service direct mail fundraising agency in
Canada, founded by Alan Sharpe. Site includes a direct mail
fundraising blog and a free weekly enewsletter.
• The Kern Organization - http://www.thekernorg.com/index.html
Independent direct marketing agency in Los Angeles, founded by
Russell M. Kern (lead instructor of DMA’s advanced class on B2B
Marketing). Site includes articles free to download and three free
direct marketing calculators.
• Brand Responsibly - http://brandresponsibly.com/ and
http://www.fscus.org/paper/
Current climate of accountability and transparency should extend into
all areas of non-profit management, including marketing.

7. 7
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Good Luck with Your Marketing!
Paula Eichenbrenner
Director of Marketing and Development
American Society for Nutrition (ASN)
peichenbrenner@nutrition.org
(301) 634-7980