make your own pack presentation r e w o r k e d jm
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Four steps to successful direct marketing
Anup Tiwari, UNICEFSean Triner, Pareto Fundraising
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Part One: Introduction to Direct Mail
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Is Direct Marketing right for you?
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Ease of AcquisitionEase of Acquisition
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Individuals – Long term Individuals – Long term growthgrowth
Individuals – Long term Individuals – Long term growthgrowth
Bequests Bequests / /
LegaciesLegacies
Bequests Bequests / /
LegaciesLegaciesMajor Major
DonorsDonorsMajor Major
DonorsDonorsRegular Regular GivingGiving
Regular Regular GivingGiving
The Giving ConstituencyThe Giving ConstituencyThe Giving ConstituencyThe Giving Constituency
Overall Fundraising StrategyOverall Fundraising StrategyOverall Fundraising StrategyOverall Fundraising Strategy
GovernmentGovernmentGovernmentGovernment
Trusts & Trusts & foundationsfoundations
Trusts & Trusts & foundationsfoundations
ConsiderConsider
Corporate Corporate &&
EventsEvents
ConsiderConsider
Corporate Corporate &&
EventsEvents
ConsiderConsider
AssociationAssociations, groupss, groups
ConsiderConsider
AssociationAssociations, groupss, groups
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USA dataUSA data
Source and © Giving USA Foundation ™
Corporations4.3%
Foundations 12.4%
Bequests 7.8%
Individuals 75.6%
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Australia dataAustralia data
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UK dataUK data
Source and © Charities Aid Foundation, Charity Trends 2006
£8.2bn
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Hong Kong dataHong Kong data
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53%
13%
13%
20%
Individuals School FR Corporates others
2008-09 estimates courtesy Mr. Bijay Mishra, Jt. Director, HelpAge India
67% from Individuals
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Majority Individual Contributions
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Part Two: Acquisition
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Acquiring donorsAcquiring donors
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Different types of donors
© Northern Lights
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Data Selection
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TargetingTargeting
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Compiled ListsCompiled Lists
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List OwnersList Owners
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List brokersList brokers
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List vendorsList vendors
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Using listsUsing lists
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Testing listsTesting lists
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Picking up a small samplePicking up a small sample
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How big should a test be?How big should a test be?
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Statisical accuracy screengrabStatisical accuracy screengrab
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The concept of random selectionThe concept of random selection
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The concept of partial rolloutsThe concept of partial rollouts
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Part Three: Your Direct Mail Pack
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Strategic BriefStrategic Brief
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Messages that stick
S
U
C
C
S
E
implenexpectedoncrete
rediblemotionaltories
© Pareto Fundraising 2009
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Key direct mail tactics
Tells a storyTells a story
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Key direct mail tactics
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Key direct mail tactics - Personalisation
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Underlining
Post Script
Questioning
Key direct mail tactics
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Key direct mail tactics
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Address Labels visible from back
of envelope
Key direct mail tactics
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Key direct mail tactics
Plastic sheetPlastic sheet
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Key direct mail tactics
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Key direct mail tactics
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Envelope
Letter
Endorsement or Lift Letter or Lift photo / leaflet
Donation Coupon
(Premiums &Mission Premiums)
Business Reply Envelope
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Writing a direct mail letterWriting a direct mail letter
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Key direct mail tactics
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Key direct mail tactics
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Short Sentences
Key direct mail tactics
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Key direct mail tactics - Language
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Pitch a small gapPitch a small gap
Key direct mail tactics
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Key direct mail tactics
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Case for support – its got to have heart
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Key direct mail tactics
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Key direct mail tactics
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Include in letterInclude in letter
Acknowledge “my heart goes out to you if you have experienced….
Introduce the signatory
Para phrase your mission
Case study must be blameless
P.S summarises your letter
Dollar handles
Underline and bold
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Test…test and testTest…test and test
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Important things to rememberImportant things to remember
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Part Four: The Practicalities of DM
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Using standard materialUsing standard material
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A4 PaperA4 Paper
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A4 donation formA4 donation form
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Customised packagesCustomised packages
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Lasering personalisationLasering personalisation
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In-line personalisationIn-line personalisation
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Ready to sendReady to send
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Manual Mail InsertionManual Mail Insertion
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Mechanical Mail InsertionMechanical Mail Insertion
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FrankingFranking
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Mail Sorting Zip CodeMail Sorting Zip Code
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Seed Mailing Always!Seed Mailing Always!
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Happy MailingHappy Mailing
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Printing and mailing your first appealPrinting and mailing your first appeal
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List BuyingList Buying
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Mail housesMail houses
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Capturing informationCapturing information
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3 simple things to renew donors3 simple things to renew donors
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Compiled from test results achieved in NGOs like CRY, HelpAge India, UNICEF India
To renewTo renew
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Let’s make some packs
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The Strategic BriefThe Strategic Brief
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Thank Thank youyou
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Useful ResourcesUseful Resources
www.fundraisingindia.org
www.paretofundraising.com
http://paretoiwrm09.blogspot.com.
www.resource-alliance.org