The document discusses four steps to successful direct marketing: 1) determining if direct marketing is appropriate, 2) acquiring donors through direct mail campaigns, 3) creating effective direct mail packages, and 4) practical considerations for printing and mailing direct mail. It provides tips for writing direct mail letters, testing packages, and renewing existing donors. Data on fundraising sources in different countries is also presented.

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. USA data Source and © Giving USA Foundation ™ Corporations 4.3% Foundations 12.4% Bequests 7.8% Individuals 75.6%

7. Australia data

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

9. Hong Kong data

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 donors © 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

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

42. STORIES

43. Key direct mail tactics Tells a story

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

57. Envelope Letter Endorsement or Lift Letter or Lift photo / leaflet Donation Coupon (Premiums &Mission Premiums) Business Reply Envelope Acquisition Package

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

71. Let’s make some packs

72. Part Four: The Practicalities of DM

73. We are ready to print now!

74. Using standard material

75. A4 Paper

76. A4 donation form

77. Customised packages

80. Lasering personalisation

81. In-line personalisation

83. Ready to send

84. Manual Mail Insertion

85. Mechanical Mail Insertion

86. Franking

87. Mail Sorting Zip Code

90. Unaddressed home drops

91. Seed Mailing Always!

92. Happy Mailing

93. Printing and mailing your first appeal

94. List Buying

95. Mail houses

96. Capturing information

97. 3 simple things to renew donors Especially for small NGOs/NGOs in the developing world

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

99. Let’s make some packs

100. 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%

101. The Strategic Brief

102. Thank you

103. Useful Resources www.fundraisingindia.org www.paretofundraising.com http://paretoiwrm09.blogspot.com . www.resource-alliance.org