fundamentals of direct mail presented by christiana stergiou india 2008
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Introducing all the techniques needed to produce a simple, successful appeal mailing to donors. Presented by Christiana Stergiou at the 19th SAFRW conference held 23 - 26 August 2008 in AgraTRANSCRIPT
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
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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
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.
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