Post on 12-Jan-2015
description
5 Reasons for Nonprofits to Still Use
Direct Mail
Our Presenters
Jonathon Grapsas
Regional Director
Pareto Fundraising
Dianne Sheridan
Vice President
Artez Interactive
Webinar Tips
This webinar is being recorded and will be available
on our website shortly
If you have any technical troubles, please use the
“chat” feature
We will take all questions at the end. Please use the
“raise hand” or “chat” feature to ask a question.
Wrong way to think about it
Why DM must be in your plans
1. Still a large chunk of the pie
2. Delivering long term valuable monthly
givers
3. Getting close to your donors
4. Working with other channels
5. Fueling bequests
Why DM must be in your plans
1. Still a large chunk of the pie
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Direct Mail Door to Door Email Face to Face Online Other Phone Press Inserts Radio TV Unaddressed Unsolicited
DM isn’t growing, but it’s still big
Cash income from DM accounts
for around 60% of all cash
income, and around 20% of all
individual income.
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
$70,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Direct Mail Door to Door Email Face to Face Online Other Phone Press Inserts Radio TV Unaddressed Unsolicited
Online is growing, but it’s still small
Online income grew in 2009, yet
still accounts for just 2% of all
individual income.
Why DM must be in your plans
1. Still a large chunk of the pie
2. Delivering long term valuable monthly
givers
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
$60,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
Direct Mail Door to Door Face to Face Online Other Phone Radio TV Unsolicited
DM recruits rock on monthly giving
Monthly giving continues to
grow, from $44m to $48m
in 2009. Of which, over
20% is from DM monthlies
Value of a DM recruited monthly
donor
• Net value after 3 years
between $500 - $600
How do DM recruits stack up?
• A street recruit worth around $100 - $200 net
value after 3 years
• A TV recruit worth around $250 - $300 net
value after 3 years
• An online recruit worth around $600 - $800 net
value after 3 years
Why DM must be in your plans
1. Still a large chunk of the pie
2. Delivering long term valuable monthly
givers
3. Getting closer to your donors
Why DM must be in your plans
1. Still a large chunk of the pie
2. Delivering long term valuable monthly
givers
3. Getting closer to your donors
4. Working with other channels
Offline driving online
Offline driving online
Offline driving online
And, online driving offline
Have you thought about using
online behavior to drive your
offline messaging?
Genuine integration
Why DM must be in your plans
1. Still a large chunk of the pie
2. Delivering long term valuable monthly
givers
3. Getting closer to your donors
4. Working with other channels
5. Fueling bequests
The role of DM fueling bequests
WARM SURVEY
RESULTS2004 2005 2006 2007 2008
Quantity Mailed 15,888 16,357 18,835 24,883 21,563
Total Response 2,769 3,947 4,874 6,746 5,509
Response Rate % 17% 24% 26% 27% 26%
Immediate Gross Income $104,178 $130,926 $111,890 $215,189 $178,381
Immediate Net Income $55,011 $64,494 $92,326 $148,860 $114,999
Confirmed Bequest 373 191 86 81 120
Intend to Bequest n/a 560 232 522 115
Consider Bequest 1056 647 614 335 156
Surveys rock, incl. for bequests
DM programs fueling bequests
In 2003, less than 100
confirmed bequests and around
$100k a year in bequest income
DM programs fueling bequests
Five years later, 1,750
confirmed bequests and around
$5m year in bequest income –
driven by heavily recruited DM
file
Final takeaways
1. Understand what the data is telling you
2. Look beyond the immediacy of DM
income, consider impact on other
programs (I.e. bequests)
3. Find emotional triggers, get personal
4. Find ways for offline and online to
support each other (including
messaging)
More Webinars for You
Event Bootcamp: Fundamentals of Participant and Donor
Data Analytics (feat. Event 360)May 12th @ 1 pm ET (North America)
From Donor Acquisition to Fundraising: Performance
Benchmarks for Nonprofits (feat. Cornerstone)May 19th @ 1 pm ET (North America)
Register at www.artez.com
Check out more webinars at www.artez.com/webinarlibrary
Calendar Notes
May 11 & 13 Philip King & Claire Kerr @ IFC Online
“You Got Chocolate in My Peanut Butter”…
Integrating Online & Offline FundraisingMore info @ http://www.resource-alliance.org/ifconline/
May 20th Artez Club Night in Vancouver
6-5 pm @ Social Restaurant
Please RSVP to kballadin@artez.com
Calendar Notes
May 11 & 13 Philip King & Claire Kerr @ IFC Online
“You Got Chocolate in My Peanut Butter”…
Integrating Online & Offline FundraisingMore info @ http://www.resource-alliance.org/ifconline/
May 20th Artez Club Night in Vancouver
6-5 pm @ Social Restaurant
Please RSVP to kballadin@artez.com
Thank you
Check Out “Digital Fundraising Podcast” on iTunes
Follow Artez on Twitter: @artezonline
Become our friend on Facebook: /artezinteractive