fundamentals of direct marketing building your direct mail program ncdc conference 2014 ~tuesday,...
TRANSCRIPT
Fundamentals of Direct Marketing
Building Your Direct Mail Program
NCDC Conference 2014 ~Tuesday, October 7th
Presenters: Sr. Joan Rychalsky, IHM
Sr. Peggy Scarano, OP
This session will explore the basics of a Direct
Mail/Marketing Program including planning and
scheduling, components of mailing packages to timely acknowledgements, record
keeping & follow-up.
Anticipated Outcome:
A ‘blueprint’ for developing this component of your fund-raising program that will invite donors to support the mission and goals of your organization.
Overview of SessionKey Elements of Direct Marketing:
- Planning- Knowing Your Audience- The Copy/Mail Package- Mailing Options/Methods- The Acknowledgement/Thank You
- Budgets & Data Base Management
- Let’s Review ~ Q&A
Why Plan?At the 2013 NCDC Conference
keynote presenter Simone Joyaux defined planning as ‘learning and
learning is change! Planning helps to keep you, your staff, your program organized,
creative, and alive!
Sharing of beginning and on-going elements of
2 very different programs
Creating a PlanWhat are your fund-raising
goals? – Annual to Long Range
How will you achieve these goals?
BenchmarksEvaluation Tools
Desired Outcome
To Learn & Change in this competitive fund-raising
environment
Know Your AudienceWho are your donors?
- What do you know about your donors?
- How did they first come onto your list?
- What are you doing to keep them interested/retaining them?
What are your cultivation techniques
- How do you listen to Donors?
- How do you respond to Donors’ needs/suggestions
Desired Outcome - Becoming Partners
The Copy/Mail Package
How do you get the Donor, Prospect, to open your letter?●Know your competition ●Your logo/brand●To use a teaser or not to use a teaser?
●How much is enough: What is tooooo much?
Desired outcome: The Letter Gets Opened
Delivering Your Message-
What don’t you want your donors to miss? How do you get their attention?
>Underline key words: Bold/Italicize/Center Words; ‘Box’ words
>Use pictures – use GOOD pictures; add cap
> Handwrite part of the message
>Use arrows, circles, bullets
Desired Outcome: Keeping the Donor’s/Reader’s Interest
How do you get the Donor, Prospect, to
>Handwrite part of the message
>Use arrows, circles, bullets
Desired Outcome: Keeping the Donor’s/Reader’s Interest
Tell Your Story - Ask yourself – what keeps you reading a
book??- Ask yourself – how do YOU engage your
donor?- What is the message you want to/need
to deliver?- What is it about your organization that
you want the donor to know?
What is the ‘mission’ you are writing about? (Elevator Speech)- What are you inviting the donor to ‘invest’ in?
Desired Outcome: Getting the Donor’s Attention
Why Are Donors Responding To Your Appeal?
●Motivating the donor to ‘give’ to your organization
●Inviting them to give a 2nd, 3rd + time ●Cultivation – Cultivation – Cultivation
Desired Outcome: Developing a Long-Term Friendship
Mailing Options/Techniques
Annual AppealsSingle Focus AppealsNewslettersE-newslettersSpecial EventsAnnual Reports
The Acknowledgement
You Can Never Say Thank You
ENOUGH!
Budgets & Data Base ManagementRemember: you need to spend $ to make
$Benchmarks and Evaluations ~
determine on-going costs
Keeping accurate records● Mailing – when, theme, how many, how much did it cost, per package; # of returns; average gift; net profit; cost per $ raised; ● Annual Plan – when do you add: one more mailing, special event, other??
Data Base Management
- choose a program that ‘meets’ your needs even if it means changing it!
- become ‘well acquainted’ with your donors – make sure you and your data speak to each other
- if you have the ‘luxury’ of having a data base manager be as savvy as this person is
- create all the necessary fields and attributes
- keep your data clean
- respect your donors wishes
- create all the necessary fields and attributes
- keep your data clean- respect your donors wishes
Let’s Review
Direct Marketing Success Checklist (handout)
Prepared by: Huntsinger and Jeffer, NCDC Corporate Partner
