Four steps to successful direct marketing

Anup Tiwari, UNICEFSean Triner, Pareto Fundraising

Part One: Introduction to Direct Mail

Is Direct Marketing right for you?

Ease of AcquisitionEase of Acquisition

Individuals – Long term Individuals – Long term growthgrowth

Individuals – Long term Individuals – Long term growthgrowth

Bequests Bequests / /

LegaciesLegacies

Bequests Bequests / /

LegaciesLegaciesMajor Major

DonorsDonorsMajor Major

DonorsDonorsRegular Regular GivingGiving

Regular Regular GivingGiving

The Giving ConstituencyThe Giving ConstituencyThe Giving ConstituencyThe Giving Constituency

Overall Fundraising StrategyOverall Fundraising StrategyOverall Fundraising StrategyOverall Fundraising Strategy

GovernmentGovernmentGovernmentGovernment

Trusts & Trusts & foundationsfoundations

Trusts & Trusts & foundationsfoundations

ConsiderConsider

Corporate Corporate &&

EventsEvents

ConsiderConsider

Corporate Corporate &&

EventsEvents

ConsiderConsider

AssociationAssociations, groupss, groups

ConsiderConsider

AssociationAssociations, groupss, groups

USA dataUSA data

Source and © Giving USA Foundation ™

Corporations4.3%

Foundations 12.4%

Bequests 7.8%

Individuals 75.6%

Australia dataAustralia data

UK dataUK data

Source and © Charities Aid Foundation, Charity Trends 2006

£8.2bn

Hong Kong dataHong Kong data

53%

13%

13%

20%

Individuals School FR Corporates others

2008-09 estimates courtesy Mr. Bijay Mishra, Jt. Director, HelpAge India

67% from Individuals

Majority Individual Contributions

Part Two: Acquisition

Acquiring donorsAcquiring donors

Different types of donors

© Northern Lights

Data Selection

TargetingTargeting

Compiled ListsCompiled Lists

List OwnersList Owners

List brokersList brokers

List vendorsList vendors

Using listsUsing lists

Testing listsTesting lists

Picking up a small samplePicking up a small sample

How big should a test be?How big should a test be?

Statisical accuracy screengrabStatisical accuracy screengrab

The concept of random selectionThe concept of random selection

The concept of partial rolloutsThe concept of partial rollouts

Part Three: Your Direct Mail Pack

Strategic BriefStrategic Brief

Messages that stick

S

U

C

C

S

E

implenexpectedoncrete

rediblemotionaltories

© Pareto Fundraising 2009

Key direct mail tactics

Tells a storyTells a story

Key direct mail tactics

Key direct mail tactics - Personalisation

Underlining

Post Script

Questioning

Key direct mail tactics

Key direct mail tactics

Address Labels visible from back

of envelope

Key direct mail tactics

Key direct mail tactics

Plastic sheetPlastic sheet

Key direct mail tactics

Key direct mail tactics

Envelope

Letter

Endorsement or Lift Letter or Lift photo / leaflet

Donation Coupon

(Premiums &Mission Premiums)

Business Reply Envelope

Writing a direct mail letterWriting a direct mail letter

Key direct mail tactics

Key direct mail tactics

Short Sentences

Key direct mail tactics

Key direct mail tactics - Language

Pitch a small gapPitch a small gap

Key direct mail tactics

Key direct mail tactics

Case for support – its got to have heart

Key direct mail tactics

Key direct mail tactics

Include in letterInclude 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

Test…test and testTest…test and test

Important things to rememberImportant things to remember

Part Four: The Practicalities of DM

Using standard materialUsing standard material

A4 PaperA4 Paper

A4 donation formA4 donation form

Customised packagesCustomised packages

Lasering personalisationLasering personalisation

In-line personalisationIn-line personalisation

Ready to sendReady to send

Manual Mail InsertionManual Mail Insertion

Mechanical Mail InsertionMechanical Mail Insertion

FrankingFranking

Mail Sorting Zip CodeMail Sorting Zip Code

Seed Mailing Always!Seed Mailing Always!

Happy MailingHappy Mailing

Printing and mailing your first appealPrinting and mailing your first appeal

List BuyingList Buying

Mail housesMail houses

Capturing informationCapturing information

3 simple things to renew donors3 simple things to renew donors

Compiled from test results achieved in NGOs like CRY, HelpAge India, UNICEF India

To renewTo renew

Let’s make some packs

The Strategic BriefThe Strategic Brief

Thank Thank youyou

Useful ResourcesUseful Resources

www.fundraisingindia.org

www.paretofundraising.com

http://paretoiwrm09.blogspot.com.

www.resource-alliance.org