1. David Phillips
2010
Direct marketing and fundraising

2. The menu
What is direct marketing
Different forms of direct marketing
How to implement
The DMA
Fundraising
Rules and reglulators
3. What does Direct Marketing cover
Data base constructionandinformation management
Email Marketing
Financial Services Business to Consumer Direct Marketing
Contact Centres and Telemarketing
Field Marketing
Direct Mail Production and Direct mail
Magazine and other Third Party Inserts
Mobile (phone) Marketing
Response Handling
Door to Door selling
4. Data Base Management
Data is at the core of Direct Marketing.
It is also at the core of many of the problems facing the industry.
Badly managed, insecure data governance leads to data losses, public insecurity, adverse publicity and the distinct possibility of increased regulation.
When dealing with marketing data direct marketers are, in essence, being trusted by consumers (the data subjects) to care for their personal details.
The Data Protection Act 1998 (the ACT) governs all that we do as business people, but if you happen to be in direct marketing it is one of the most important pieces of legislation.
The legislation is designed to protect the rights of the individual and ensure that any personal data that is held on them is processed and kept in accordance with the Act.
The Information Commissioners Office (ICO) takes a strong stance on ensuring compliance and the courts have fined a number of organisations for breaches of the Data Protection Act 1998.
5. Email Marketing
The DMAs goal in developing these guidelines is to:
help stimulate the positive development of email as an effective marketing medium;
reinforce the key legislative issues that clients should be aware of when using this medium;
share examples and practical advice in terms of how clients can maximise their results from using this medium;
by doing so, play a role in terms of raising the standards within this industry and in combating the increasing prevalence of spam; and
provide practical advice about complying with working practices and standards of the Internet industry.
6. Telemarketing
When working with an outsourced contact centre, the client remains ultimately responsible for verifying the telemarketing activity is compliant with all legal and self-regulatory requirements. These guidelines have been developed to help ensure outbound campaigns are conducted with integrity in order that it remains a viable and attractive channel to market.
The elements of a telemarketing campaign:
1. Make sure you have a valid reason to call this needs to be clear to both the customer and the agent.
2. Ensure the reason for the call is relevant to the person being contacted .
3. Before committing to a new campaign, test a sample of your data set to ensure that the campaigns objectives can be achieved and benefit both your customers and yourselves.
4. Ensure that your contact is considered timely by the customer. For example, if youre calling to offer car insurance, it is vital to call before the customers renewal date, not just after they have renewed!
5. Before the campaign starts, ensure you have identified service led measures for quality and consistency across all calls.
6. Be honest with your chosen outsourced contact centre share previous results and agree your expectations before the campaign commences.
If you or your contact centre decides to use automated dialling equipment, there are specific legal guidelines on how this must be managed:
7. Field Marketing
In places where there are a lot of people like shopping centres, exhibitions.
Includes direct aproaches to the public, public demonstrations, collateral leave behinds etc.
Basic Principles of Field Marketing
All activities should be legal, decent, honest and truthful;
Every activity should be carried out with a due sense of social responsibility;
All activities should conform to the principles of fair competition as generally accepted in business, in particular with regard to:
the terms of the offer, including price and modes of payment, and the methods and form of the contact with the consumer;
the methods of presentation and demonstration of the product;
the fulfillment of any obligation arising from the offer or any operation connected with it;
The field marketing personnel should act in an ethical and professional manner, showing due sensitivity for
consumers time restrictions.
8. Direct Mail
A Direct Mail campaign can involve
Database
Content
The production of envelopes, stationery etc
Laser printing,
Enclosing.
End result is usually a filled envelope/parcel
Distribution/delivery/mailing
Logistics/audit trail
In accordance with all legal and self-regulation requirements, including data protection, and the British Codes of Advertising, Sales Promotion and Direct Marketing.(CAP code & DMA code
9. Third Party Inserts
Product Despatch (PDs) are probably the most accommodating of the Third Party sectors available. The insert is usually placed within the box or packaging of the product and then is despatched for home delivery by post or most commonly parcel delivery service.
Catalogue Mailings (CM) Mainly used by mail order companies, this route to market will enable a limited number of inserts to be placed within either the catalogue itself or, more likely, the polybagor wrap that the catalogue has been sent out in.
Brochure Requests (BR) These mailings are usually by request in response to the recipient either enquiring through a press advertisement or via the Internet. Mailed directly into the home to a personalised name.
Statement Mailings (SM) A popular route to market, the insert is carried with a statement of account or sometimes an invoice.
Directories offer the advertiser a lot of flexibility when it comes to placing inserts.
10. Mobile Marketing
Mobile Marketing refers to the process of marketing campaigns delivered vi a mobile medium.
Mobile has a number of unique benefits for marketers it is always on, always with you and messages are always read.
UK penetration of mobile has now reached over 90% of the population hence the reach is exceptional.
Mobile includes real time dynamic tracking
Can respond to events in near real time.
Mobile campaigns encompass acquisition, retention, customer service or CRM applications.
The medium itself encompasses text messages (SMS), picture/audio messages (MMS) and the mobile internet (WAP).
Campaigns can support responses as varied as requests for information, sales promotion, retail footfall generation and direct revenue generating sales.
Increasingly, mobile campaigns are being integrated with other media in the marketing mix most notably on-line and e-mail.
For instance a consumer may register their details on a website and then receive subsequent messages via mobile. The best examples of this integration are applications that are time specific (e.g. sport alerts or banking alters) and therefore are required by the user wherever they are at whatever time.
The cross over between DM and PR is extensive
This is a very important PR medium
11. Response and Fulfilment
Response to:
Postal
Telephone
Email
Website
Broadcast Media
PoS promotion
Virtual Reality promotion
Fulfilment ofthe offer includes an assurance of delivery, monitoring and evaluation of effect.
Be aware of regulations regarding internet response, including the Distance Selling Regulations 2000.
12. Doorto Door
Deliveries of leaflets, samples etc
Selling/providing services (milk, bread etc)
Selling products
Catalogue selling
Also - polling and canvassing
13. Best Practice Guides
How to implement from the DMA
Email Marketing Best Practice Guidelines, June 2007
DMA Best Practice Guidelines in Information Security
Financial Services Business to Consumer Direct Marketing Guidelines
DMA Contact Centres and Telemarketing Best Practice Guidelines
Field Marketing Best Practice Guidelines
DMA Best Practice in Direct Mail Production
DMA Inserts Council Third Party Inserts Best Practice Guidelines
Mobile Marketing Best Practice Guidelines
Best Practice Guidelines for Response Handling
Door to Door Practitioners Handbook
http://www.dma.org.uk/membership/mem-code.asp?rf=y
14. Fund Raising
For the voluntary sector
For NGOs
15. Types of fund raising
Fundraising
Corporate partnerships
Trust fundraising
Campaigns
Celebrities
Practical fundraising
Collection days
Door-to door
Events
Sponsorship
Draws and Raffles
16. Reading & Resources
Feinglass, A (2005) The Public Relations Handbook for Nonprofits: A Comprehensive and Practical Guide Jossey-Bass; chapter 10
There is a professional DMA association. http://www.dma.org.uk/content/home.asp
A Local DMA Agency is ranked fifth in the UK http://www.tangible.uk.com/
http://www.thirdsector.co.uk/
Public Fundraising Regulatory Association
17. Revue
Do we now know what direct marketing is?
Different forms of direct marketing?
How to implement
The DMA?
Fundraising
Rules and regulators?