Direct Mail School Steven P.J. Wood Building, Arlington, VA

Wednesday – Thursday, September 17-18, 2014

TIME

TRAINING LECTURE

KEY LECTURE POINTS

FACULTY / SPEAKER

Wednesday, September 17 – Direct Mail 8:30-9:00am Registration for Direct Mail School

9:00-9:15am Welcome and Opening Remarks Leadership Institute 101

Binder materials

Carol Wehe Digital Programs Manager

Leadership Institute

9:15-11:45am How Direct Mail Fundraising Works Nuts and bolts overview of Direct Mail

Why Direct Mail Works

Emmy Lewis President

Lewis & Company Marketing Communications, Inc.

11:45-12:15pm Lunch

12:15-2:15pm Acquisition: Prospecting to Build Your Donor File

Defining your mission

How to prospect

Acquiring, borrowing, and trading lists

Prospecting schedules

Kevin Allen Chief Operating Officer

The Richard Norman Company

2:15-2:30pm Break

2:30-3:15pm

Seeking Outside Help For Your Direct

Mail Program

Choosing a Direct mail firm and vendors Negotiating the contract Performing and monitoring

Robert Stuber Independent Fundraising Professional

3:15-3:30pm Break

3:30-5:00 pm Using Your House File to Raise Money

Who do you target?

Knowing which vehicles to use with your house file

Scheduling your house file

Robert Stuber Independent Fundraising Professional

5:00-5:30pm Dinner

Direct Mail School Steven P.J. Wood Building, Arlington, VA

Wednesday – Thursday, September 17-18, 2014

5:30-7:00pm Analytics: Making Decisions Based on Measured Results

Organizing your data

Analyzing your data

Fine-tuning your mailings

Rick Hendrix Founding Partner

ClearWord Communications Group

TIME

TRAINING LECTURE

KEY LECTURE POINTS

FACULTY / SPEAKER

Thursday, September 18 – Direct Mail

8:30-9:00am Registration and Breakfast

9:00-9:45am Using Words Wisely: Writing

Successful Letters and Reply Forms

Copy Basics

Learn to write fast, but edit slowly

Class exercise

Rick Hendrix Founding Partner

ClearWord Communications Group

9:45-10:30am

Turning a Good Letter Into a Great

Letter: Techniques Every Copyeditor

Should Know

Checklist for editing

Tips for copywriting

Basic components of a great letter

The science of the first line and the P.S.

Matt Hurtt Outreach Manager

Terra Eclipse

10:30-10:45am Break

10:45-11:45am

An Offer They Can’t Refuse:

Making a More Powerful Offer

Point of sale

Key components of fundraising appeal

How and why an offer works

John Albertella Director of Direct Response Marketing

Judicial Watch

11:45-12:15pm Lunch

12:15-1:30pm Fundamentals of Package Design and

Production

Get your package opened

Personalization of the piece

Timelines, limitations, and designs –

avoiding common mistakes

Emmy Lewis President

Lewis & Company Marketing Communications, Inc.

1:30-1:45pm Break

Direct Mail School Steven P.J. Wood Building, Arlington, VA

Wednesday – Thursday, September 17-18, 2014

1:45-2:30pm Building Relationships with Donors: Thank You Letters and More

Thank you times 7

Donor newsletters

Honey, lilies, and more

Mitch Nozka Donor Communications Coordinator

Leadership Institute

2:30-2:45pm Break

2:45-4:15pm

Integrated Fundraising: Integrating New Technology with Traditional Mail

Importance of being integrated

Techniques to integrate social media, email, and

phone calls with your traditional mail fundraising

Eric B Cullen Strategic and Creative Director

The Voyageur Company

4:15-4:30pm Break

4:30-5:15pm Lessons From the Front Lines: Expert

Direct Mail Advice Useful advice and tips from direct mail experts

Tammy Cali President & CEO

Eberle Communications Group

5:15pm Dinner and Adjournment

Name Italicized: Invited, but unconfirmed, faculty.