Artez Interactive - Top five reasons for nonprofits to still use direct mail

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5 Reasons for Nonprofits to Still Use Direct Mail

description

The cost and technical barriers for online fundraising have dropped dramactically enabling any development professional to be more creative and raise more money online. The webinar will offer five practical ways for universities, colleges and schools to raise more money via online fundraising. The webinar will talk about segmenting your student and alumni base, engaging students and alumni as fundraisers and will discuss ideas for using social media in fundraising. The webinar will feature several case studies presented by the webinar's guest host, Jeff Wright, Associate Director of Annual Giving at the University of Alberta.

Transcript of Artez Interactive - Top five reasons for nonprofits to still use direct mail

Page 1: Artez Interactive - Top five reasons for nonprofits to still use direct mail

5 Reasons for Nonprofits to Still Use

Direct Mail

Page 2: Artez Interactive - Top five reasons for nonprofits to still use direct mail

Our Presenters

Jonathon Grapsas

Regional Director

Pareto Fundraising

Dianne Sheridan

Vice President

Artez Interactive

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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.

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Wrong way to think about it

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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

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Why DM must be in your plans

1. Still a large chunk of the pie

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$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.

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$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.

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Why DM must be in your plans

1. Still a large chunk of the pie

2. Delivering long term valuable monthly

givers

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$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

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Value of a DM recruited monthly

donor

• Net value after 3 years

between $500 - $600

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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

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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

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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

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Offline driving online

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Offline driving online

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Offline driving online

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And, online driving offline

Have you thought about using

online behavior to drive your

offline messaging?

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Genuine integration

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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

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The role of DM fueling bequests

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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

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DM programs fueling bequests

In 2003, less than 100

confirmed bequests and around

$100k a year in bequest income

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DM programs fueling bequests

Five years later, 1,750

confirmed bequests and around

$5m year in bequest income –

driven by heavily recruited DM

file

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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)

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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 [email protected]

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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 [email protected]