great and small - heroic dm for humble charities
TRANSCRIPT
GREAT & smallHow to produce heroic direct marketing for humble charities
Damian O’Broin@damianobroin
4.5 million
9 million
Ireland
London
£0m £125m £250m £375m £500m
Total Voluntary Income
3000 11000
Typical Cash Donor File Sizes(Active 0-24 months)
There are advantages to being small...
Use the most powerful levers
Audience
Offer
Format
Creative
1% of the response - just 21 people - generated over 35% of the total income from the appeal.
20% ofdonors
80% ofincome
20% ofdonors
4%
80% of 80%= 64% of income
Pareto Pareto2
The Black Hole of Almost Major Donors
“There is absolutely no evidence that frequency of solicitation negatively impacts retention and
lifetime value. Period.”
This is at least 24 mailings per year
Lots of charities are here
Typical response rates
Offer
22
Format
Almost 50% better
response rate
Stay close to the core
“You used to speak the truth but now you’re clever”
Cultivate Intimacy
Personalisation
Personality
Personal Attention
“You” or “Your” is repeated 14 times on Page 1
(and donor’s name appears four times)
Personalisation
Personality
Personal Attention
Personalisation
Personality
Personal Attention
Fill it with passion & emotion
Act Small, Ask Big
5% response
Av Gift: £183.17
ROI 6.21
0"
200"
400"
600"
800"
1,000"
1,200"
1,400"
1,600"
1,800"
0.0%"
0.5%"
1.0%"
1.5%"
2.0%"
2.5%"
3.0%"
3.5%"
Face"to"Face"CS"
Face"to"Face"RG"
Child"Sponsorship"
Non"Face"to"Face"CS"
CS"and"Cash"
Cash"Donors"
Regular"Givers"
Loyal"F2F"Donors"
AcGve"Cash"Donors"
Non"Face"to"Face"RG"
RG"&"Cash"Donors"
Loyal"AcGve"Cash"Donors"
1k+"Donors"
Loyal"Non"F2F"Donors"
Conf"Bequest%" Confirmed"Volume"
69
Australian Benchmarking Data (Pareto Fundraising)
Confirmed bequestors by support type
Know the tricks
Reminder Income: 50%-80% of original mailing
Segment % Response
Survey + Post-it with handwritten message 76%
Survey with handwritten message on letter 48%
Cover letter / No handwritten message 36%
https://hbr.org/2015/05/the-surprising-persuasiveness-of-a-sticky-note
Segment % Response
Survey + Post-it with handwritten message 69%
Survey + Blank Post-it 43%
Cover letter / No handwritten message 34%
https://hbr.org/2015/05/the-surprising-persuasiveness-of-a-sticky-note
A good newsletter should raise at least 50% of an equivalent appeal
Surveys = Money + Data + Legacy Prospects
In 2010, Google Search ran...
8,157 A/B tests
2,800 1% tests
Only test things that
you can use in the future.
Use the knowledge
that’s already out there.
Incentives work.
Address labels work.
Nesting works.
Stamps work.
Long copy works.
Repeated asks work.
Photo cards work.
Gratitude and flattery work.
Demonstrating impact works.
Dog pictures work.
Premiums work.
Banker Premium
Response Rate 1.90% 6.24%
Average Gift €50 €35
ROI 0.54 0.87
CPA €93.33 €40.40
Head-to-head test standard vs premium pack
88
Stories work.
89
THANK YOU!
@damianobroin