fundamentals of direct mail presented by christiana stergiou india 2008

Pareto Presents…Pareto Presents…

Fundamentals of Fundamentals of Fundamentals of Fundamentals of Fundamentals of Fundamentals of Fundamentals of Fundamentals of Direct MailDirect MailDirect MailDirect MailDirect MailDirect MailDirect MailDirect MailDirect MailDirect MailDirect MailDirect MailDirect MailDirect MailDirect MailDirect Mail

christiana@paretofundraising.comchristiana@paretofundraising.comchristiana@paretofundraising.comchristiana@paretofundraising.comchristiana@paretofundraising.comchristiana@paretofundraising.comchristiana@paretofundraising.comchristiana@paretofundraising.com

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Christiana StergiouChristiana Stergiou

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What is direct marketing?What is direct marketing?

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Growing your revenueGrowing your revenue

Government Become a business

Strategic

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Mergers and acquisitions

Individuals:

Direct marketing

Strategic growth

Skills you needSkills you need

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Media methodsMedia methods

Your

Face to Face

Direct MailOther advertising

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Your organisation

PhoneOnline

Warm vs Cold

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Cold pack

Warm pack

Step 1Step 1 Clear objectives

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Clear objectivesClear objectives

Objectives should be Objectives should be SMARTSMART

Specific

Measurable

Achievable

RelevantRelevant

Time Bound

Maximise net income?

Specific target?

Renew? Recruit?

What are your objectives?What are your objectives?

Renew? Recruit?

Bequest?

Regular gift?

The AudienceStep Step 2 2

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Who is your audience?Who is your audience?

Clear messageStep 3Step 3

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Clear messageClear message

The impact on beneficiariesThe impact on beneficiaries

Fund three additional research programs

Help lots more women like Sue

Making your message stickMaking your message stick

What is your message?What is your message?

Tell a storyStep 4Step 4

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Tell a storyTell a story

What is your story?What is your story?

Not WHAT make it

Not WHAT you do

but WHY you do it

make it personal, outcome focused

PersonalisationStep 5Step 5

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PersonalisationPersonalisation

Personalised Asks/PropositionsPersonalised Asks/Propositions

Your personalisationYour personalisation

What are you going to personalise?

Different degrees of personalisation?

Creative must havesStep 6Step 6

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Creative MUST havesCreative MUST haves

Deadline

First person

Personal letter,

long enough for a

great story, proposition (ask)

and explained

outcome

Brochure /

lift supports the letter

The letter is key

Repeated

asks –specific asks

Creative ExecutionCreative Execution

WarmWarm

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What will be in your pack?What will be in your pack?

Thank youThank youStep 7Step 7

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Ask

ThankThank The donor comms

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CareAsk

commscycle

ThankingThanking

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Is it the right road for you to take?Is it the right road for you to take?

Useful contactsUseful contacts

christiana@paretofundraising.com

www.paretofundraising.comwww.paretofundraising.com

seantriner.blogspot.com

Thank you

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The Pareto Group exists to make the world a better place, by expanding the not-for-profit sector's capacity worldwide to ensure as many sector's capacity worldwide to ensure as many beneficiaries are helped as possible.

We encourage you to share this document but do ask that should you decided to use any of the information in a presentation beyond your organisation that you first email us on copyright@paretofundraising.com

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