The document provides guidance on direct marketing strategies. It discusses: 1) Determining if direct marketing is suitable based on acquisition goals and donor types. The majority of individual donations come from individuals. 2) Effective acquisition methods including database selection, targeting, testing lists, and random sampling. 3) Key tactics for direct mail packages like personalization, endorsement letters, and storytelling to motivate donations. 4) Practical considerations for direct mail campaigns including printing, insertion, and follow up to renew donors. The Pareto principle is cited showing that 20% of donors provide 80% of donations.

1. Four steps to successful direct marketing Anup Tiwari, UNICEF Sean Triner, Pareto Fundraising

2. Part One: Introduction to Direct Mail

3. Is Direct Marketing right for you?

4. Ease of Acquisition

5. Individuals – Long term growth Bequests / Legacies Major Donors Regular Giving The Giving Constituency Overall Fundraising Strategy Government Trusts & foundations Consider Corporate & Events Consider Associations, groups

6. Donations in the USA Source and © Giving USA Foundation ™ Corporations 4.3% Foundations 12.4% Bequests 7.8% Individuals 75.6%

7. Donations in Australia

8. Donations in the UK Source and © Charities Aid Foundation, Charity Trends 2006 £8.2bn

9. Donations in Hong Kong

11. 2008-09 estimates courtesy Mr. Bijay Mishra, Jt. Director, HelpAge India 67% from Individuals

12. Majority Individual Contributions

13. Part Two: Acquisition

14. Acquiring donors

15. Different types of acquisition © Northern Lights

16. Your First Appeal Data Selection

17. First Date

18. Things Not Done Well Have An Everlasting Impression

19. Good Date Bad Date

20. Good Data Bad Data

21. Selecting Database

22. Art or Science

23. Targeting © Pareto Fundraising 2009 Donors Population

24. Locating Databases may be an Art But Using them is a Definite Science

25. Proprietary Data

26. I am Well Kept & Protected

27. Compiled Lists

28. List Owners

29. List brokers

30. List vendors

31. Using lists

32. Testing lists

33. Picking up a small sample

34. How big should a test be?

35. Statisical accuracy screengrab

36. The concept of random selection

37. No creaming while testing

38. The concept of partial rollouts

39. Part Three: Your Direct Mail Pack

40. Strategic Brief

41. Messages that stick S U C C S E imple nexpected oncrete redible motional tories © Pareto Fundraising 2009

43. Key direct mail tactics

44. Envelope also Communicates

47. Key direct mail tactics Long V/s Short

49. Key direct mail tactics - Personalisation

50. Underlining Post Script Questioning Key direct mail tactics

51. Lift or Endorsement Letter Key direct mail tactics

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

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

54. Key direct mail tactics Plastic sheet

55. Key direct mail tactics

56. Key direct mail tactics

58. Writing a direct mail letter

59. Don’t we on your copy Key direct mail tactics

60. Power of You Key direct mail tactics

61. Short Sentences Key direct mail tactics

62. Key direct mail tactics - Language

63. Pitch a small gap Key direct mail tactics

64. Key direct mail tactics

65. Case for support – its got to have heart

66. Key direct mail tactics

67. Key direct mail tactics

68. Include in letter Acknowledge “my heart goes out to you if you have experienced…. Introduce the signatory Para phrase your mission Case study must be blameless P.S summarises your letter Dollar handles Underline and bold

69. Test…test and test

70. Important things to remember

73. Part Four: The Practicalities of DM

74. We are ready to print now!

75. Using standard material

76. A4 Paper

77. A4 donation form

78. Customised packages

81. Lasering personalisation

82. In-line personalisation

84. Ready to send

85. Manual Mail Insertion

86. Mechanical Mail Insertion

87. Franking

88. Mail Sorting Zip Code

91. Unaddressed home drops

92. Seed Mailing Always!

93. Happy Mailing

94. Printing and mailing your first appeal

95. List Buying

96. Mail houses

97. Capturing information

98. 3 simple things to renew donors Especially for small NGOs/NGOs in the developing world

99. To renew Thank & Ask Inform & Ask Wish them & Ask Compiled from test results achieved in NGOs like CRY, HelpAge India, UNICEF India

100. Let’s make some packs

101. Pareto Principle (80/20 rule) © Pareto Fundraising 2008 Decile Cumulative Gross Income Count Cumulative Count % of Donors Cumulative % of Donors 1 $47,980,678.80 45 45 0.0% 0.0% 2 $95,961,357.60 292 337 0.2% 0.3% 3 $143,942,036.40 716 1,053 0.6% 0.9% 4 $191,922,715.20 1,291 2,344 1.1% 1.9% 5 $239,903,394.00 2,171 4,515 1.8% 3.7% 6 $287,884,072.80 3,557 8,072 2.9% 6.6% 7 $335,864,751.60 5,712 13,784 4.7% 11.2% 8 $383,845,430.40 10,018 23,802 8.2% 19.4% 9 $431,826,109.20 19,807 43,609 16.1% 35.5% 10 $479,806,788.00 79,193 122,802 64.5% 100.0% 122,802 122,802 100.0% 100.0%

102. The Strategic Brief

104. Thank you