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Money in the Mail
Presented by Anup Tiwari, Director-Asia, Fund Development & Communications
SOS Children’s Villages International
Presented by Anup Tiwari, Director-Asia, Fund Development & Communications
SOS Children’s Villages International
SAFRG Southern Regional Workshop,
Feb. 2011
SAFRG Southern Regional Workshop,
Feb. 2011
Low Cost Acquisition 1Low Cost Acquisition 1
Part 1: The Fundraising Stretch
Scottish Fundraising Guru’s tip on “How to Ask”– Recruit donor, retain donor, convert to major donor– Ask at least 3 times in a letter
Finlay Craig’s Fundraising Stretch
Part 2: Introduction to Direct Mail
How long has the Direct Mail been around?
800 Years ago by Eihei
Dogen
800 Years ago by Eihei
Dogen
Probably the oldest Fundraising Direct Mail
Source: Exhibit by Mal Warwick on www.sofii.orgSource: Exhibit by Mal Warwick on www.sofii.org
Direct Mail Now- butt of jokes
But still Direct Mail continues to deliver
Envelope Letter Endorsement or Lift Letter or Lift photo /
leaflet Donation Coupon (Premiums &Mission Premiums) Business Reply Envelope
Key direct mail tactics
Key direct mail tactics - Personalisation
Underlining
Post Script
Questioning
Key direct mail tactics
Key direct mail tactics
Address Labels visible from back
of envelope
Key direct mail tactics
Key direct mail tactics
Key direct mail tactics
Plastic sheetPlastic sheet
Key direct mail tactics
Key direct mail tactics
Part 3: Tips on writing a Direct Mail Letter
Writing a direct mail letterWriting a direct mail letter
Messages that stick
S
U
C
C
S
E
implenexpectedoncrete
rediblemotionaltories
Tell a storyTell a story
A human interest story
With a before & after
In a first person account
Short Sentences
LanguageLanguage
Story with a ‘still unfulfilled need’
Pitch a small & urgent gap
Key direct mail tactics
Part 4: Getting ready to send Direct Mail Letter
Coding Your Direct Mail
Coding Your Direct Mail
Getting ready to sendGetting ready to send
Manual Mail InsertionManual Mail Insertion
Mechanical Mail InsertionMechanical Mail Insertion
FrankingFranking
Mail Sorting Zip or Pin CodeMail Sorting Zip or Pin Code
Using Postal ServicesUsing Postal Services
Using Courier ServicesUsing Courier Services
Always Seed Your Mail!Always Seed Your Mail!
Part 5: Direct Mail Pros & Cons
Number of new donors brought in
• Does Direct Mail bring in More Donors as Compared to Other Methods?
Average Donation brought in
• Do Direct Mail Donors Give More or Not as Compared with Other Methods?
Quality of donors
• Do Direct Mail Acquired Donors Stay Longer or Not?
Scalability
• Can Number of Direct Mailers to be Sent Increased Quickly as per the Need?
Happy MailingHappy Mailing
For more information visit www.FundraisingAsia.orgFor more information visit www.FundraisingAsia.org