don rhoten, cfre mmc foundation, president/ceo [email protected] @donrhoten
TRANSCRIPT
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Direct Mail: Why do we care?
2
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1. Inform2. Educate3. Research 4. ENGAGE!5. Any others??
Why?
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• 65% of first-time donors never make a 2nd giftSource: 2012 Cygnus Donor Survey Report
• Charities send on average 14 pieces per yearSource: Lawrence Henze, J.D. “Taking Control of Your Annual Fund”
What is the point?
How about Raising Money?
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The most important aspect of DM?
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The most important aspect of DM?
DONOR
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Everyone raise your hands!
DM: the art?
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Direct Mail: Techniques
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1. Roles and Responsibilities2. Timeline3. Theme4. Brand 5. Understand your audience6. Be thoughtful in your writing
How to run a successful DM program!
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Understand roles before the mailing:1. Writer2. Designer3. “Envelope stuffers” / Mailing House4. Editor(s)
Roles and Responsibilities
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Understand roles after the mailing:1. Donation processing2. Database management3. Thank you letters4. Follow-up phone calls
Roles and Responsibilities
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Set a timeline for each mailing piece…
…..BEFORE the year begins.
Timeline
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Calendar
Color Code
Red: Ask
Blue: General
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Prior to any designing or writing, develop a theme:
Simple - Compelling - Memorable
The theme is carried throughout all the pieces and into the writing.
Theme
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Theme
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Every piece should have a consistent color palette, font style, imagery, writing style, etc…
Includes: mailing envelope, letterhead, response card, response envelope, premium, etc…
Brand
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Brand
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Brand
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1. Conquer your database2. Collect and maintain personal information
(appropriately)3. Learn Microsoft Excel!!!
- IF statements- CEILING statements- Nested IF statements
Understand The Audience
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=IF(K38/I38>7500,CEILING(K38/I38,250),IF(K38/I38>5000,CEILING(K38/I38,100),IF(K38/I38>1000,CEILING(K38/I38,50),IF(K38/I38>500,CEILING(K38/I38,25),IF(K38/I38>100,CEILING(K38/I38,10),CEILING(K38/I38,5))))))Taking an average and rounding numbers so multiple decimal places are appearing and assigning specific amounts.
=IF(I22>1, "gifts","gift")Looking at if there is one gift or more than one, then using “gift” or “gifts”
In some letters we have over 20 personal fields.
Understanding Excel
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• Be cautious of the “strategy cloud” • Focus on the donor and the mission • Avoid inflammatory language• The donor always comes first• Be genuine, considerate, and thoughtful
Be Donor-centric
Thoughtful Writing
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We aren’t raising money.
We are engaging and connecting with people.
These people are donors.
Remember
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