direct mail safrg south workshop feb. 2011
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TRANSCRIPT
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Money in the Mail
Presented by Anup Tiwari, Director-Asia, Fund Development & Communications
SOS Children’s Villages International
Presented by Anup Tiwari, Director-Asia, Fund Development & Communications
SOS Children’s Villages International
SAFRG Southern Regional Workshop,
Feb. 2011
SAFRG Southern Regional Workshop,
Feb. 2011
Low Cost Acquisition 1Low Cost Acquisition 1
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Part 1: The Fundraising Stretch
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Scottish Fundraising Guru’s tip on “How to Ask”– Recruit donor, retain donor, convert to major donor– Ask at least 3 times in a letter
Finlay Craig’s Fundraising Stretch
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Part 2: Introduction to Direct Mail
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How long has the Direct Mail been around?
800 Years ago by Eihei
Dogen
800 Years ago by Eihei
Dogen
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Probably the oldest Fundraising Direct Mail
Source: Exhibit by Mal Warwick on www.sofii.orgSource: Exhibit by Mal Warwick on www.sofii.org
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Direct Mail Now- butt of jokes
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But still Direct Mail continues to deliver
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Envelope Letter Endorsement or Lift Letter or Lift photo /
leaflet Donation Coupon (Premiums &Mission Premiums) Business Reply Envelope
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Key direct mail tactics
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Key direct mail tactics - Personalisation
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Underlining
Post Script
Questioning
Key direct mail tactics
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Key direct mail tactics
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Address Labels visible from back
of envelope
Key direct mail tactics
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Key direct mail tactics
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Key direct mail tactics
Plastic sheetPlastic sheet
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Key direct mail tactics
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Key direct mail tactics
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Part 3: Tips on writing a Direct Mail Letter
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Writing a direct mail letterWriting a direct mail letter
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Messages that stick
S
U
C
C
S
E
implenexpectedoncrete
rediblemotionaltories
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Tell a storyTell a story
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A human interest story
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With a before & after
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In a first person account
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Short Sentences
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LanguageLanguage
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Story with a ‘still unfulfilled need’
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Pitch a small & urgent gap
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Key direct mail tactics
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Part 4: Getting ready to send Direct Mail Letter
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Coding Your Direct Mail
Coding Your Direct Mail
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Getting ready to sendGetting ready to send
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Manual Mail InsertionManual Mail Insertion
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Mechanical Mail InsertionMechanical Mail Insertion
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FrankingFranking
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Mail Sorting Zip or Pin CodeMail Sorting Zip or Pin Code
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Using Postal ServicesUsing Postal Services
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Using Courier ServicesUsing Courier Services
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Always Seed Your Mail!Always Seed Your Mail!
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Part 5: Direct Mail Pros & Cons
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Number of new donors brought in
• Does Direct Mail bring in More Donors as Compared to Other Methods?
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Average Donation brought in
• Do Direct Mail Donors Give More or Not as Compared with Other Methods?
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Quality of donors
• Do Direct Mail Acquired Donors Stay Longer or Not?
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Scalability
• Can Number of Direct Mailers to be Sent Increased Quickly as per the Need?
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Happy MailingHappy Mailing
For more information visit www.FundraisingAsia.orgFor more information visit www.FundraisingAsia.org