iof scotland presentation 1
TRANSCRIPT
![Page 1: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/1.jpg)
Writing compelling copy for direct mail
![Page 2: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/2.jpg)
A confession
![Page 3: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/3.jpg)
Can everyone be a great writer?
![Page 4: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/4.jpg)
Can everyone be a great fundraising copywriter?
![Page 5: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/5.jpg)
Can everyone be a better fundraising copywriter?
![Page 6: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/6.jpg)
The power of writing: a demo 10 minutesThe writer’s toolbox 20
minutesIn action 15
minutesTips from the best 10 minutesQuestions The rest
Today…
![Page 7: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/7.jpg)
Aline ReedCreative Director Bluefrog
![Page 8: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/8.jpg)
![Page 9: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/9.jpg)
An introduction
Serial KillerFraudster Journalist
![Page 10: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/10.jpg)
TV Nation 1994
![Page 11: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/11.jpg)
Notional response
$868k $1.2 million Less
![Page 12: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/12.jpg)
How?
• Persuasive letter• Donor focus• Great technique
![Page 13: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/13.jpg)
SOURCE: Adrian Sargeant, 2000
0
10
20
30
40
50
60
70
80
90
100
0 1 2 3 4 5
Years after recruitment
Donors
8%
Why?
![Page 14: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/14.jpg)
Introducing the writer’s toolbox…
![Page 15: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/15.jpg)
The storyteller’s tool box
From Stephen King On writing
VocabularyGrammar
FormStyle
Common tools on top
Magic
![Page 16: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/16.jpg)
The fundraising copywriter’s tool box
VocabularyGrammar
Persuasion
TechniqueFundraising knowledge
Magic**And/or hard work/coffee
![Page 17: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/17.jpg)
Tool 1: Vocabulary
• You don’t need to know long words• You don’t need a wide vocabulary• You do need to put them together to sound right
![Page 18: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/18.jpg)
![Page 19: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/19.jpg)
![Page 20: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/20.jpg)
1. NEW2. GUARANTEED3. PROVEN4. RESULTS5. SAFETY6. SAVE7. YOU8. NOW9. EASY10.FREE**www.marketingsmart.gumas.com
Vocabulary
The most important words in marketing – apparently.
![Page 21: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/21.jpg)
1. DONOR’S NAME 2. YOU3. YOUR4. THANK YOU5. GENEROUS6. SIGNIFICANT7. CHOICE8. PROMISE9. URGENT10.PROOF
Vocabulary
The most important word in fundraising – you
![Page 22: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/22.jpg)
Vocabulary: George Smith
Saxon rather than Latin words have more force
Latin SaxonInformation News, factsIndicate ShowImmediately Now, right awayConstruct Build, makeDiscover Find
Try swearing with Latin-based oaths.
![Page 23: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/23.jpg)
• You do need to know the basics• You can break the rules
Tools 2: Grammar
![Page 24: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/24.jpg)
• You can start a sentence with ‘And’• A sentence doesn’t always need a verb• A sentence can be one word long or 20• A paragraph can be one word long or 7-8 lines• Sentence length and construction needs to vary
Grammar
![Page 25: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/25.jpg)
Sharpening common tools
Time %
Reading
Writing
Talking
Not entirely scientific as no time for eating and sleeping
![Page 26: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/26.jpg)
• You need to build a persuasive argument• Make it easy. Make it right• Meet the donor’s needs
Tool 3: Persuasion
![Page 27: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/27.jpg)
Ego/Esteem – achievement, status, reputation etc
Self-actualization – personal growth and fulfilment
Social – belongingness, love, family, relationships, etc
Safety – protection, security, order, stability, etc
Physical – food, shelter, warmth, sleep, sex, etc
Maslow’s hierarchy of needs
![Page 28: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/28.jpg)
Needs are more potent than values
More Emotional More Rational
Change my mood Change my world
Amuse me Help me to grow Combat Helplessness
To help
• Novelty• Entertaining• Good ideas
• Status• Education• Under- standing
• Relaxing• Empowering
• Safer world• Better world
Source: Donor Need States. Bluefrog / Tangent, 2007
![Page 29: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/29.jpg)
• Elevate status• Not macro marketing• Emphasis on special treatment• Respect and honesty• Wanted information
More Emotional More Rational
Change my mood Change my world
Amuse me Help me to grow Combat Helplessness
To help
• Novelty• Entertaining• Good ideas
• Status• Education• Under- standing
• Relaxing• Empowering
• Safer world• Better world
Help me to grow
![Page 30: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/30.jpg)
“The best stuff is a couple of sheets with a letter from the professor…not a generic letter
just from someone in the company.”
Source: The Fundraiser’s guide to mid value donors. Bluefrog 2007
Help me to grow
![Page 31: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/31.jpg)
“You know when it’s a computer saying thank you and when it’s a person.
And, quite frankly, I prefer if it’s a person.”
(Female, 62)
Source: After the love has gone. Bluefrog 2008
Help me to grow
![Page 32: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/32.jpg)
Help me grow
![Page 33: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/33.jpg)
Just for me
![Page 34: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/34.jpg)
• Prioritise donor needs• It’s about what they want to hear• Not what you want to tell them• Via the mediums they want• At the intervals they want it
Persuasion: put the donor first
![Page 35: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/35.jpg)
You need to be able to… • write in different voices• tell a story• edit• proof• pull not push
Tool 4: technique
![Page 36: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/36.jpg)
You need to… • be able to write or recognise a good fundraising
proposition• know what works• understand ask strategies and personalisation• know your audience
Tool 5: Fundraising knowledge
![Page 37: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/37.jpg)
Three key areas
Good creative is driven by knowledge and information
![Page 38: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/38.jpg)
Free research for the sector
The Fundraiser’s
guide to lapsed donors
The
Fundraiser’s
guide to
donor needs
The Fundraiser’s
guide to legacies online
The
Fundraiser’s
guide to
mid value
donors
Why do people give? And why not?
![Page 39: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/39.jpg)
• When a great idea pops into your head• When you put the ingredients together and
they work
Magic
![Page 40: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/40.jpg)
In action
![Page 41: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/41.jpg)
• Good writing doesn’t happen in isolation. You need to think about where the words go and what they look like.
In action
![Page 42: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/42.jpg)
Envelopes
What do these envelopes say?
![Page 43: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/43.jpg)
Inspiring envelopes
Edward Gorey
![Page 44: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/44.jpg)
Inspiring envelopes
Miss Polly Colyer (Collier)-Fergusson (Fir-goose-sun)
Ightham Mote, Ivy Hatch, Sevenoaks, Kent.
![Page 45: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/45.jpg)
Envelopes
• Hand-addressed• Hand-stamped
Cheaper option• Inkjet
You• Test• Best givers
![Page 46: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/46.jpg)
Envelopes
• C4 is more expensive but we use for high value warm and cold
• Manila costs more but looks cheaper
You• Think about perceived cost
![Page 47: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/47.jpg)
Envelopes
Other techniques• Official• Something inside• Celebrate offer• Teaser
You• Test branded versus non
branded• Handwritten note
http://www.sofii.
org/node/448#
![Page 48: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/48.jpg)
Letter
You• Read the letter aloud• Be a person, not a
computer
Damian O’BroinAsk Direct in Irelandhttp://www.askdirect.ie
![Page 49: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/49.jpg)
Inspiring letters
You• Write to one person• Write with emotion
@lettersofnotehttp:www.lettersofnote.com
![Page 50: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/50.jpg)
Inspiring letters
You• Use the facts to give a
compelling reason to take action.
George Smithhttp:www.sofii.org
![Page 51: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/51.jpg)
Letter• Capture someone’s
attention • Tell an engaging story• Use an interesting signatory• Give the letter personality
• Write to one person• Use ‘you’• Say thank you• Personalise
![Page 52: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/52.jpg)
Letter
• Ask for a suitable sum of money• Say what the money will do• Have a target• Have a reply by deadline• Highlight key points• End each page on a split line so….
![Page 53: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/53.jpg)
Letter
…that people turn over • Use courier typeface• Sign off in blue ink• Annotate in blue ink
• Use a PS to add urgency, sum up the appeal
• Direct donor to form, phone or web address
![Page 54: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/54.jpg)
Letter
• Long copy worksBut is challenging to construct
• Lift letters workBeneficiariesSupportersStaff doing the workFamily
![Page 55: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/55.jpg)
Giving form
• Feature your offer• Mini appeal• Try A4• Make it easy to give• Offer other channels for giving• Open up dialogue• Pence per pound• Give donors choice
![Page 56: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/56.jpg)
Reply envelope
• Send back to letter signatory• Make it easy to get the form in• Fundraising deadline• Urgent stamp
![Page 57: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/57.jpg)
Enclosure
• Ditch the leaflet• Offer more valued content• In a more personal, engaging form
![Page 58: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/58.jpg)
Online
• People go on line to give to DM• Estimated increase 20-50%• It’s easy
Pre-mail email DM appeal Email reminder
![Page 59: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/59.jpg)
Online
Dedicated landing page
![Page 60: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/60.jpg)
Online
Pre-email Reminder email
![Page 61: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/61.jpg)
Donor focused newsletters
![Page 62: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/62.jpg)
![Page 63: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/63.jpg)
![Page 64: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/64.jpg)
Twelve weeks
Threeweeks
Income up
![Page 65: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/65.jpg)
Tips from the best
![Page 66: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/66.jpg)
George Orwell
• What am I trying to say?• What words will express it?• What image or idiom will make it clearer?• Is the image fresh enough to make the
effect?• Could I put it more shortly?• Have I said anything that is avoidably
ugly?
![Page 67: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/67.jpg)
George Smith
• Use ‘I’ and ‘you’• Get to the point• Make it sound like someone is talking• Relate the story to the donor• Say what you mean with real words
![Page 68: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/68.jpg)
Robert Louis Stevenson
The difficulty of literature is not to write, but to write what you mean; not to affect your reader, but to affect him precisely as you wish.
![Page 69: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/69.jpg)
Over to you
![Page 70: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/70.jpg)
Jeff Brookswww.futurefundraisingnow.com
@jeffbrooks
The agitatorwww.theagitator.net
Mark Phillipswww.queerideas.co.uk
@markyphillips
Craig Lintonwww.fundraisingdetective.com
@frdetective
Tom Ahernwww.aherncomm.com
@thattomahern
SOFIIwww.sofii.org
@SOFIIisHOT
Ken Burnettwww.kenburnett.com
@kenburnett1
Aline Reedwww.bluefrogcreative.co.uk
@alinereed
Damian O’Broinwww.askdirect.ie@damianobroin
![Page 71: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/71.jpg)
www.whitelionpress.com
![Page 72: Iof scotland presentation 1](https://reader038.vdocuments.mx/reader038/viewer/2022110121/558c8674d8b42a01078b465a/html5/thumbnails/72.jpg)
Thank you