Putting it all Together: Anatomy of an Annual Marketing Plan / Anatomy of a Campaign
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1 Putting it all Together: Anatomy of an Annual Marketing Plan / Anatomy of a Campaign Paula Eichenbrenner, American Society for Nutrition Barry Pilson, Americans for the Arts Tom Quash, Women in Cable Telecommunication Tuesday, October 30, 2007 2:45 p.m. DMAW’s 5 th Annual Association Day Tues. 10/30/07 2:45 p.m. 2 WHY: Direct Mail for Associations? • Benchmark to Beat : 65 percent of donors acquired by traditional direct mail give once and never give again. • But, nonprofits still receive more of their donations from traditional fundraising than online fundraising. (2006 donorCentrics Internet Giving Benchmarking Analysis, performed by Target Analysis Group)
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Transcript of Putting it all Together: Anatomy of an Annual Marketing Plan / Anatomy of a Campaign
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Putting it all Together: Anatomy of an Annual Marketing Plan / Anatomy of a Campaign Paula Eichenbrenner, American Society for Nutrition Barry Pilson, Americans for the Arts Tom Quash, Women in Cable Telecommunication
Tuesday, October 30, 2007 2:45 p.m.
DMAW’s 5th Annual Association Day
Tues. 10/30/07 2:45 p.m. 2
WHY: Direct Mail for Associations?
• Benchmark to Beat: 65 percent of donors acquired by traditional direct mail give once and never give again.
• But, nonprofits still receive more of their donations from traditional fundraising than online fundraising. (2006 donorCentrics Internet Giving Benchmarking Analysis, performed by Target Analysis Group)
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Tues. 10/30/07 2:45 p.m. 3
WHY? --Continued
• Attract new members/donors • Renew members/donors each year (or giving/
membership cycle) – Benchmark to Beat: 85% renewal rate for
Individual Membership Organizations (IMOs) • Move members/donors up through giving
pyramid – Escalate members/donors: not only giving more,
but giving more often • Reactivate lapsed members/donors • Raise major gifts
Tues. 10/30/07 2:45 p.m. 4
HOW: Direct Mail for Associations?
• Strategy • Database / Information Management • Lists • Testing • Copywriting • Design • Printing • Mailing • Tracking • Analysis
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HOW? --Continued
• Don’t forget – there IS a step after analysis! Audit your direct mail program(s) continuously, as they fall within your overall marketing plan.
Tues. 10/30/07 2:45 p.m. 6
3 Common Mistakes at Non-Profits/Associations
• Mistake #1: Not Mailing to Enough People
• Benchmark to Beat: The average response rate for a direct mail donor acquisition mailing is 1%.
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3 Common Mistakes at Non-Profits/Associations
• Mistake #2: Not Differentiating Yourself from Competitors
• My organization (American Society for Nutrition) has to clarify its character among groups like The Nutrition Society; the American Society for Parenteral and Enteral Nutrition; and the Society for Nutrition Education.
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3 Common Mistakes at Non-Profits/Associations
• Mistake #3: Expecting Acquisition Mailings to Raise Money
• Direct mail donor acquisition mailings almost never raise net revenue.
• Benchmark to Beat: An organization must usually spend $1.25 to raise $1.00.
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While We’re Talking about Money…
Direct Marketing Cost Metrics • Cost Per Piece: Cost to produce each package
(carrier envelope, letter, reply device, reply envelope) in a mailing. Usually includes writing, design, printing, list rental and postage. – Calculated by dividing total mailing costs by the number of
pieces mailed. • CPM (Cost Per 1,000): One of the most common
measurements in advertising and direct marketing. How much you must spend to communicate your message to 1,000 people.
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More Applicable Metrics for the Non-Profit/Association Sector… • Cost to Raise a Dollar: Used by fundraisers to
gauge the cost effectiveness of their fundraising methods. Calculated by dividing fundraising campaign costs by gross income.
• Donor Acquisition Cost: The cost of a mailing after gross income has been subtracted, divided by the number of donors acquired, and expressed in dollars and cents per donor acquired.
• Lifetime Value of a Donor/Member: Total revenue received during the time a donor or member is active. Useful when calculating how much to spend to acquire a new donor.
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Listen to Your Vendors! • Alliant Studios - http://www.alliantstudios.com,
[email protected] • Clear Sky Creative - http://
www.ClearSkyCreative.com, [email protected]
• Mid-Atlantic Printers Ltd. - http://www.mapl.net/, [email protected]
• Rock Creek Strategic Marketing - http://www.rockcreeksm.com/, [email protected]
• Scott Oser & Associates - http://www.scottoserassociates.com/, [email protected]
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Other Resources • DMAW - http://www.dmaw.org/ • DMA - http://www.the-dma.org/ • DMFA - http://www.dmfa.org/ • Alan Sharpe and Raiser Sharpe - http://www.raisersharpe.com/
Raiser Sharpe is a full-service direct mail fundraising agency in Canada, founded by Alan Sharpe. Site includes a direct mail fundraising blog and a free weekly enewsletter.
• The Kern Organization - http://www.thekernorg.com/index.html Independent direct marketing agency in Los Angeles, founded by Russell M. Kern (lead instructor of DMA’s advanced class on B2B Marketing). Site includes articles free to download and three free direct marketing calculators.
• Brand Responsibly - http://brandresponsibly.com/ and http://www.fscus.org/paper/
Current climate of accountability and transparency should extend into all areas of non-profit management, including marketing.
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Good Luck with Your Marketing!
Paula Eichenbrenner Director of Marketing and Development American Society for Nutrition (ASN) [email protected] (301) 634-7980
