direct mail as a channel to recruit donors
TRANSCRIPT
Direct Mail as a channel to recruit donors
Bijay Kumar MishraHelpAge India
Why Direct Mail ?
• Prospect for new Donors
• Establish and maintain relationships
• Generate donor/customer loyalty
• Solicit potential donors
• Communicate information
The 21st Century Donor
• Less committed
• More access to information
• More of a ‘consumer’ – less loyal
• More demanding – asking questions that are difficult to answer
• More negative
Definition of “Good Mail”
• Tangible, personal communication
• Connect with the recipient in striking way
• Compelling fill, look, line of copy etc. that makes the recipient feel important
People like to get Direct Mail
• What is the first thing you do when you come home ?
• Most people short mail into 2 piles:– Relevant
• It’s personal• They know something about me
A good offer sent to the right person
– Junk• Stuff that’s not for me• Goes right into the dustbin
A good offer sent to the wrong person
The Beginning………
Direct Mail Components
• Creative/Design
• Lists/Database
• Data processing
• Personalisation
• Offer/Donation
• Production
Lists/Database
Remember that the List/database accounts for as much as
40% to 60%
of the success of a mailing
What is Marketing Database ?
A marketing database is the collection of information which helps you to spend your
marketing budgets more efficiently.
The Wrong List/Database
• Great Offer
• Beautiful Copy
• Good Design
• Strong ‘Call to Action’
The Wrong List/Database
Disaster !
The Key to Lists Selection
Find out as much as possible about the present customers/donors…. then get as
many more prospects as you can
who are just like them !
Know your data
• How much people give ?
• How often they give ?
• How recently they gave ?
• Why they give ?
• Where they live ?
• How long they stay ?
Things to Consider
• Where the donor located ?– 3 miles radius, city, state, nationwide, etc.
• Do they have certain demographics ?– Families, Homes, Income, Education, etc.
• Do they have buying preferences (psychographics) ?– Cars, Holidays, etc.
• Are they a specific type of business ?– Restaurants, retail, schools, etc.
• Do they already own a certain product ?– Computers, TV, Washing machines, etc.
• Age
Pareto fundraising-2009
Thank You