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How To Double Your Appeal Income Philippine Final


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Uncover the all important seven steps that will help you develop a perfect direct mail pack. Understand how to execute these tactics and help your organisation potentially double the appeal income on your next mail appeal.

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How To Double Your Appeal Income Philippine Final

  1. 1. How to double your appeal income Sean Triner 14 November 2007
  2. 2. Objectives <ul><li>Help you change the way you approach your appeals </li></ul><ul><li>Help you shape your fundraising strategy </li></ul><ul><li>Get the building blocks right for your appeal </li></ul>
  3. 3. 2005 2006 $530,000 $968,000 $390,000 $797,000 Gross and Net appeal results for The Cancer Council NSW: 2005 and 2006 Gross Amounts Net Amounts $1,000,000 $800,000 $600,000 $400,000 $200,000 0
  4. 4. ROI 2.16 ROI 5.38 2005 2006 Return on Investment for Australian Conservation Foundation 2005 and 2006 6.0 5.0 4.0 3.0 2.0 1.0 0
  5. 5. 7 Steps to doubling your income
  6. 6. Step 1
  7. 7. Clear objectives
  8. 8. Objectives should be SMART <ul><li>S pecific </li></ul><ul><li>M easurable </li></ul><ul><li>A chievable </li></ul><ul><li>R elevant </li></ul><ul><li>T ime Bound </li></ul>
  9. 9. Cancer Council Xmas Appeal objectives? <ul><li>Increase gross and net income over the previous year from one-off cash donations </li></ul>Objective 1 st Mailing target Follow up mailing target Cash Response Rate 13% 6% Gross Income $541k $160k Net Income $410k $124k Average Gift $80 $60 ROI 4.1 4.0
  10. 10. What are your objectives? <ul><li>Maximise net income? </li></ul><ul><li>Specific target? </li></ul><ul><li>Renew? Recruit? </li></ul><ul><li>Bequest? </li></ul><ul><li>Regular gift? </li></ul>
  11. 11. Step 2
  12. 12. The audience
  13. 13. The audience <ul><li>Recency – indicates likelihood of giving </li></ul><ul><li>Frequency – indicates likelihood of giving </li></ul><ul><li>Value – indicates how much they will give </li></ul>
  14. 14. The audience Recency Frequency Value 0-12 months >1 a$1000+ 13-24 1 b$500-$999.99 25-36 c$250-$499.99 37-48 d$100-$249.99 49-60 e$50-$99.99 61-72 f$25-$49.99 73-84 g$10-$24.99 85+ h$0.01-$9.99
  15. 15. The audience <ul><li>Used RFV to identify most likely to give. </li></ul><ul><ul><li>Eg donors who had given cash gift within last two years </li></ul></ul><ul><li>Different packs for different audiences </li></ul><ul><ul><li>High value donors </li></ul></ul><ul><ul><li>Standard value donors </li></ul></ul><ul><li>Included confirmed bequestors, regular givers and event participants </li></ul>
  16. 16. Step 3
  17. 17. Clear message
  18. 18. Clear message <ul><li>What do I have to do </li></ul><ul><li>The Single Proposition </li></ul><ul><li>Why should I give you money? </li></ul>
  19. 19. Clear message BRAND TRUTH Hope, Help and Impact DONOR INSIGHT People give to people They have a personal interest in cancer Recruited on research PROJECT TRUTH More people are surviving Trustworthy Improved quality of life PROPOSITION
  20. 22. Step 4
  21. 23. Tells a story
  22. 24. Tells a story <ul><li>Start, middle and end </li></ul><ul><li>Very personal and emotional </li></ul><ul><li>Acknowledges donor contributution </li></ul><ul><li>Short vs Long story </li></ul>
  23. 25. Tells a story
  24. 27. What is your story? <ul><li>Do you have case studies? </li></ul><ul><li>What if you have no ‘human story’? </li></ul>
  25. 28. Step 5
  26. 29. Personalisation
  27. 30. Personalisation
  28. 31. Personalised asks <ul><li>Based on previous donation patterns </li></ul><ul><li>Used to prompt increase of donation amount </li></ul><ul><li>Consider using highest gift, last gift, average gift prompts to elevate gift level </li></ul>
  29. 32. Your personalisation <ul><li>What are you going to personalise? </li></ul><ul><li>Different degrees of personalisation </li></ul>
  30. 33. Step 6
  31. 34. Creative MUST haves <ul><li>First person </li></ul><ul><li>Signatory </li></ul><ul><li>Repeated asks – specific asks </li></ul><ul><li>Deadline </li></ul><ul><li>Brochure / lift supports the letter </li></ul><ul><li>Reply form and freepost return envelope </li></ul><ul><li>The letter is key </li></ul><ul><ul><li>Long is good </li></ul></ul>
  32. 36. Creative execution <ul><li>Let’s look at a real appeal... </li></ul>
  33. 37. Ease of response <ul><li>Make it easy for the donor to respond </li></ul><ul><li>Eliminate barriers or distractions </li></ul><ul><li>Minimise response channels </li></ul><ul><li>Make sure the reply mechanism integrates with the letter </li></ul><ul><li>Include an involvement device where possible and there is a real opportunity </li></ul>
  34. 38. Identify where these things are… <ul><li>First person </li></ul><ul><li>Signatory </li></ul><ul><li>Repeated asks – specific asks </li></ul><ul><li>Deadline </li></ul><ul><li>Brochure / lift supports the letter </li></ul><ul><li>Reply form and freepost return envelope </li></ul><ul><li>The letter is key </li></ul><ul><ul><li>Long is good </li></ul></ul>
  35. 39. Step 7
  36. 40. The days and weeks after it lodges….. <ul><li>Measuring response </li></ul><ul><li>Thanking them </li></ul><ul><li>Post-campaign de-brief </li></ul>
  37. 41. Measuring response
  38. 42. Have an appeal code and URN: Unique Reference Number
  39. 43. Measuring Response
  40. 44. Thanking
  41. 45. The impact on beneficiaries <ul><li>114,000 hours of callers on the helpline </li></ul><ul><li>Train 802 Cancer Connect volunteers </li></ul><ul><li>Fund three additional research programs </li></ul><ul><li>And help lots more </li></ul><ul><li>women like Sue </li></ul>
  42. 47. Thanking <ul><li>Bequest donors – handwritten note from bequest officer </li></ul><ul><li>Major donors - > $5,000, personal note from Andrew Penman (CEO) </li></ul><ul><li>High Value donors - >$500, personal note from Appeals Manager </li></ul><ul><li>Standard value donors – thank you letter </li></ul>
  43. 48. Salamat