Direct Mail Basics Presentation
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Transcript Direct Mail Basics Presentation
Direct Mail Basics
ADC Advancement Academy
Fundamentals of Development
Wednesday, September 12, 2007
Liz Fieweger and Molly Broeren
1
Purpose and Benefits
Purpose:
To reach a large number of people in the most
efficient manner
To seek donations for school
To communicate news and information about your
school
To help build relationships with alumni, parents,
friends, community
2
Purpose and Benefits (cont’d)
Benefits:
It works!
Relatively low cost and high return
Serves as the foundation for other
fundraising activities
3
Basics of the Letter
Opening
Must be catchy
Consider using quotes to draw reader in
Consider sharing new or exciting
information
4
Basics of the Letter (cont’d)
Content:
Include emotional and rational reasons to give
Use a personal, conversational writing style
Remember to thank for past support
Express the urgency of your request
5
Basics of the Letter (cont’d)
Content, continued:
Consider offering multiple areas for
giving
Focus on the reader, not all about “us” or
“we”
Consider carefully who your target
audience is
6
Basics of the Letter (cont’d)
The Ask
Direct
Repetitive
Customized
Specific
7
Basics of the Letter (cont’d)
Use a “P.S.”
Reader may skim the letter but will read
the P.S.
Call for action – perhaps by a certain
date
Should be direct and impactful
8
Basics of Letter (cont’d)
Design
White space
Length of letter
Font and type size
Use of school or campaign logo or brand
9
Basics of Letter (cont’d)
Testing
Read letter aloud
Use different audiences to “test” your
letter and incorporate their feedback
10
Personalization & Segmentation
Personalization
Always more effective to use name
Consider adding a handwritten note
“Personalized” signatures
Consider using NCoA service to check
addresses
11
Personalizaton & Segmentation
(cont’d)
Segmentation options:
Relationship to school
Donor history
Age group/generation
Other
12
Timing of Appeals
Take advantage of year-end tax
incentives
Majority of giving (and of asking)
takes place within the last 60 days of
the year
Consider three appeals
The “non-appeal” appeal
13
Timing of Appeals (cont’d)
Make sure appeals are not the only
time your constituents hear from
you
Make your appeals a part of your
overall communications plan
14
Other Components
Enclosures
Premiums/Giveaways
Pledge Cards
Giving societies or levels
Photos or additional information about campaign
or school
Outside envelope
First chance to make an impression
Hand addressed?
Logo/return address
15
Other components (cont’d)
Reply Device
With the letter (as a tear off)
On the return envelope
A separate slip inserted in packet
Postage
Do not send with return postage paid
Use non-profit bulk rate postage stamps
16
Mechanics
Mail House vs. In-house Production
Pros and Cons
Resources
Database tools
17
Other resources for help
This is just an overview!
For more detailed information:
Attend the Annual Fund Workshop Series
Sign up for a mentor
Refer to the ADC Contact List and call a
colleague
18