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REVITALIZE YOUR DIRECT MAIL FUNDRAISING
TABLE OF
CONTENT02 REVITALIZE YOUR FUNDRAISING
04 WE HAVE THE TECHNOLOGY
06 PERSONALIZATION
07 DATABASES
08 DIGITAL PRESENCE
09
14
TRACK YOUR SUCCESS
VOCABULARY
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15
CASE STUDY: WRIGHT STATE UNIVERSITY
DIRECT MAIL CAMPAIGN PLANNING WORKSHEET
HOW TO
REVI-TALIZE YOUR FUND- RAISING
Direct mail is yielding bigger returns for the nonprofit sector
than ever before. Despite “go digital” trends that dominate
other industries, the vast majority of donors respond only to
direct mail pleas. Yes, you read that right: more than 80 percent
of donations to nonprofits come from direct mail campaigns,
dwarfing online receipts of only about 10 percent.
Now, with the powerful capabilities
of personalized direct mail, the stage
is set for it to become an even more
powerful fundraising engine.
2 | REVITALIZE YOUR FUNDRAISING
WE HAVE THE
TECH-NOLOGYOver the past 10 years, advances in digital printing have
transformed the way we think about print. Something
we once considered static—a mass mailing—can now be
made highly interactive with the use of variable data.
Variable data—also known as personalization—refers to the use of
digital technology to customize different parts of a direct mailing. And
personalizing print fundraising campaigns can be incredibly beneficial
for nonprofits.
WHY?
Because it allows you to speak directly to your audience in a more
personal, targeted way than ever before. This is crucial to earning your
donors’ trust—especially when appealing to them for financial support.
Nonprofits who want to maximize the impact of personalization—and
minimize the cost—shouldn’t dive in without some careful preplanning.
Before starting a campaign, you want to think about the following:
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Once this foundation is laid, you’re ready to
decide how to implement personalization
and leverage it for maximum returns.
First, determine what you want your mailer
to achieve. Seems obvious, right? But it’s
essential that you clearly define the purpose
of your campaign. It will be the guidepost
for all the decisions you subsequently make
(including the ones on this list).
ADD VISUALS
Next, define your target customer and build
your mailing list with that audience in mind.
You certainly want to include past donors,
but consider reaching beyond your existing
pool. Donor lists can be acquired from
companies who specialize in fundraising
databases. Consider factors like geography,
income, and past interest in philanthropy.
Lists can be generated based on any or
all of these variables. You might also be
able to network and share donor lists with
other organizations.
DETERMINE YOUR MAILER DEFINE YOUR TARGET
Craft a message with emotional impact. Put
yourself in your customer’s shoes; figure out
what resonates with them. Storytelling is a
powerful vehicle for proving to your audience
that their donations change lives and have
an impact. People love to hear how
others have benefitted directly from
their donations (see case study). When
you can establish a compelling emotional
connection with your audience, you’ve got a
good chance of getting them to act.
CRAFT A MESSAGE
Finally, don’t forget visuals. An infographic
can communicate at-a-glance exactly how
where money was spent, how your nonprofit
is faring financially, and just about any
other data donors might find pertinent.
Photographs can also be extremely effective,
increasing the emotional impact of a
piece and showing exactly who benefits
from donations.
REVITALIZE YOUR FUNDRAISING | 5OREGON PRINTING COMMUNICATIONS
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Address the recipient by name; it fosters the feeling
of a one-to-one conversation.
Recognize a donor’s past support for your cause.
Whenever someone donates, send follow-up thank-
you mailers. Emphasize how critical each and every
contribution is to your success.
When possible, use different messaging for different
recipients, and implement A/B testing to compare
their effectiveness.
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When possible, include personal details like their
home city or state.
Provide details on exactly how their previous
donations were spent.
Send appeals in stages, with the messaging of each
tailored to build on the one before. But be judicious
here—you don’t want to overdo it. Flooding a donor’s
mailbox is just as annoying as overloading their
email. It can turn even the most generous donor
against you.
Code every mailing, especially the response
card or return envelope. Assigning a donor ID
number to contributors will also help you fine-tune
your database.
HOW TO USE PERSONALIZATION TO
ENGAGE YOUR DONORS
Your budget will determine just how deep you can go with personalization. Here are some of the
techniques you’ll want to consider implementing:
6 | REVITALIZE YOUR FUNDRAISING OREGON PRINTING COMMUNICATIONS
SPEAKING OF DATA- BASES…
Your mailing list is your most precious asset.
Treat it accordingly!
If you don’t already have one, you’ll want to consider investing in software to
manage your data. You’ll need it to be able to efficiently organize, edit and
sort your lists. And it’s invaluable for tracking the results of your campaigns.
There are many options available, based on your budget. A comprehensive
list of fundraising software and their capabilities can be found at
Capterra.com/fundraising-software.
The importance of maintaining accurate data cannot be overstressed. You
don’t want to send out an appeal with incorrect information—whether
you’ve misspelled the donor’s name or misstated their contribution
amount, it can have devastating consequences.
And remember, your database is a “living document” that needs continuous
editing for your direct mail campaigns to achieve optimum ROI. It’s also the
principal tool for connecting to and maintaining a long-term relationship
with your donors.
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It’s proven that donors are more likely to open direct
mail than email. But if you don’t have an online
donating option, you could still be missing out.
Embrace this trend by creating an easy-to-navigate,
pleasant online experience. Make your landing
page mobile-friendly, with a prominent, direct link
to donate. Use it as another venue to promote your
cause, share success stories, and provide updates.
Don’t stop there—explore the mighty potential of text
messaging, email, and social media to expand your
reach and remind donors of the amazing difference
their generosity makes.
35 PERCENTOF DONORS SAY THEY
PREFER TO RESPOND TO DIRECT MAIL
BY GIVING ONLINE.
CREATE A
STRONG DIGITAL PRESENCE
8 | REVITALIZE YOUR FUNDRAISING OREGON PRINTING COMMUNICATIONS
Follow-up tracking is essential. First, look at the success of your messaging;
this will inform the thrust and content of future campaigns. (If you’ve
implemented A/B testing, here’s where you’ll see your efforts payoff.)
Then, as results come in, diligently and continuously update your database.
In the long term, this will help you to grow—and streamline—your
mailing list.
With a savvy strategy of careful planning before a campaign and solid tracking after its completion, nonprofits can leverage direct mail capabilities like never before.
TRACK YOUR SUCCESS.THEN TRACK SOME MORE.
“
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Nonprofit colleges and universities often rely on donations for
scholarships. Becky Valekis, Wright State University’s Assistant Director of
Annual Giving, says direct mail campaigns are the cornerstone of their
fundraising efforts.
“It’s a way to reach a lot of people at one time with a message,” she says.
“We find there are plenty of people out there who still only respond to
fundraising efforts through the mail.”
Two tactics have proven to be especially effective for Valekis’ fundraising
efforts: (1) personalized mailings and (2) thank-you letters from students
who benefit from donations.
“Promoting students is much more effective than, say, a letter from the
president or a letter from the dean,” Valekis says. Students tell donors how
their generosity has affected them and secured their academic future.
Valekis says that it’s important to recognize that while direct mail has
become an essential part of WSU’s fundraising efforts, a significant time
investment is needed to fully realize its potential.
Success is measured by diligently tracking exactly how much is spent to raise one dollar.
After three years of working to master personalization and fine-tune their
donor lists, WSU has reduced that spending from $.85 to $.52.
Valekis finds effects of these campaigns to be far-reaching, building lasting
bonds between donors, students, and WSU as an institution. Valekis says,
“We get a lot of nice comments from our donors; they enjoy reading about
the students. And it can be very rewarding to see the gifts that come in.”
HOW WSU USES DIRECT MAIL FUNDRAISERSTO HELP STUDENTS THRIVE — CASE STUDY
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Wright State University CSIC Direct Mail Brochure
Wright State University CSIC Envelope
Wright State University CSIC Logo Stickers
1) http://squireassociates.com/why-direct-mail/
2) https://www.mobilecause.com/direct-mail- fundraising-infographic/
1 Using variable data, Valekis customizes mailers for
different academic departments in need.
3 Again, using variable data, the mailers highlight
donors’ personal connection to WSU and its reliance
on their generosity.
5 Student thank-you letters are included whenever
possible, and are often followed up by a call from
WSU students themselves—a gesture that reinforces
a sense of contribution and encourages future giving.
2 Donors lists are also sorted based on the recipient’s
interest in these academic departments. Factors such
as alumni status and career/profession are taken
into consideration.
4 When appropriate, Valekis will often acknowledge
a donor’s giving history and how they decided to
make a difference.
INSIDE A
PERSON-ALIZED DIRECT MAIL CAMPAIGN
12 | REVITALIZE YOUR FUNDRAISING
DIRECT MAIL
VOCAB-ULARY
The use of digital technology to customize
different parts of a direct mail campaign. A
particularly effective marketing strategy for
nonprofits, it saves money by capitalizing on the
efficiency of a mass mailing, while increasing
response rates by tailoring key content to each
individual recipient.
PERSONALIZATION
The process of comparing two versions of
a mailer to determine which one generates
more response. A/B testing is a great tool for
fine-tuning your message and crafting the
messaging of future campaigns.
A/B TESTING
A unique string of numbers and/or letters
printed on the return portion of a direct mail
campaign mailer. The code allows for easy and
accurate tracking of response when returns
start coming in. A donor code can also be
assigned to individual recipients to help build
your database and get a good sense of your
target audience.
TRACKING CODE
14 | REVITALIZE YOUR FUNDRAISING
DIRECT MAIL
CAMPAIGN PLANNING WORKSHEET
CAMPAIGN SCHEDULEITEM/TASK
CONCEPT
DUE DATE ASSIGNED TO FINISHED NOTES
Kickoff meeting held
MAILING
Offer agreed upon
Postage purchased
Design concept agreed upon
Delivery date chosen
Images sourced
Printing complete
Copywriting complete
Mailing delivered to post office
Design complete
FOLLOW-UP
Mailing list purchased/finalized
Follow-up communication complete
PRODUCTION
Results collected
File sent to printer
Mailing list cleaned
Prepress/proofing complete
Lessons learned documented
CAMPAIGN BUDGET
CAMPAIGN LIST
CAMPAIGN DETAILS
ITEM/TASK BUDGETED SPENT
Copywriting
Design
List purchasing
Image purchasing
Printing
Postage
Project management
The number of people we want to reach is:
The mailing list we will use is:
The geographic area we want to reach is:
The age range of people we want to reach is:
The household income of people we want to reach is:
Other characteristics of people we want to reach are:
Our offer is:
If sending multiple versions of a mailer, the element we will change is:
The #1 thing we want people to do once they receive our mailer is:
We will measure and record campaign results by:
We will follow up with recipients after mailing by:
We will document lessons learned by:
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