Transcript Direct Mail Basics Presentation

Direct Mail Basics
ADC Advancement Academy
Fundamentals of Development
Wednesday, September 12, 2007
Liz Fieweger and Molly Broeren
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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
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Purpose and Benefits (cont’d)
 Benefits:
 It works!
 Relatively low cost and high return
 Serves as the foundation for other
fundraising activities
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Basics of the Letter
 Opening
 Must be catchy
 Consider using quotes to draw reader in
 Consider sharing new or exciting
information
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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
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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
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Basics of the Letter (cont’d)
 The Ask
 Direct
 Repetitive
 Customized
 Specific
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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
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Basics of Letter (cont’d)
 Design
 White space
 Length of letter
 Font and type size
 Use of school or campaign logo or brand
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Basics of Letter (cont’d)
 Testing
 Read letter aloud
 Use different audiences to “test” your
letter and incorporate their feedback
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Personalization & Segmentation
 Personalization
 Always more effective to use name
 Consider adding a handwritten note
 “Personalized” signatures
 Consider using NCoA service to check
addresses
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Personalizaton & Segmentation
(cont’d)
 Segmentation options:
 Relationship to school
 Donor history
 Age group/generation
 Other
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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
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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
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Other Components
 Enclosures
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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
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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
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Mechanics
 Mail House vs. In-house Production
 Pros and Cons
 Resources
 Database tools
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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
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