don rhoten, cfre mmc foundation, president/ceo [email protected] @donrhoten
TRANSCRIPT
Direct Mail: Why do we care?
2
1. Inform2. Educate3. Research 4. ENGAGE!5. Any others??
Why?
• 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?
The most important aspect of DM?
The most important aspect of DM?
DONOR
Everyone raise your hands!
DM: the art?
Direct Mail: Techniques
1. Roles and Responsibilities2. Timeline3. Theme4. Brand 5. Understand your audience6. Be thoughtful in your writing
How to run a successful DM program!
Understand roles before the mailing:1. Writer2. Designer3. “Envelope stuffers” / Mailing House4. Editor(s)
Roles and Responsibilities
Understand roles after the mailing:1. Donation processing2. Database management3. Thank you letters4. Follow-up phone calls
Roles and Responsibilities
Set a timeline for each mailing piece…
…..BEFORE the year begins.
Timeline
Calendar
Color Code
Red: Ask
Blue: General
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
Theme
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
Brand
Brand
1. Conquer your database2. Collect and maintain personal information
(appropriately)3. Learn Microsoft Excel!!!
- IF statements- CEILING statements- Nested IF statements
Understand The Audience
=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
• 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
We aren’t raising money.
We are engaging and connecting with people.
These people are donors.
Remember
