Big direct mail for small shops
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Transcript of Big direct mail for small shops
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Big Direct Mail for Small
ShopsReaching 20 to 20,000 donors
without losing your mind
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About usRosie BlankenshipAlso a journalism major. Also not a math major.
Annual Giving• 76,397 DM pieces
in four+ mailings annually• 64,000 magazines• a few thousand invitations• a few thousand newsletters• a few dozens of proposals
Donor database• 5,368 donors last FY• About 9,130 current donors
(gift within last three years)• About 2,667 lapsed
(last gift 3-5 years ago)• 100,952 in database (living)
Bethany WarnerJournalism major.Not a math major.
Annual Giving• 6,000 DM pieces in four
annual mailings• 20,000 newsletter copies (paper and
electronic) • Invitations• Proposals
Donor database• ~1,400 donors last FY• 10,000+ records in database
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GoalOur goal isn’t to talk about how to write
the perfect direct mail letter.
• We want you to think about how to get your perfect letters into the hands of the right recipients.
• Then, track & report to guide future mailings.
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SegmentationSending different letters
to different groups of people.
Why?• Saves money• Increases income• Mail fewer
people, better response
• Donors feel more connected
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Mal Warwick says …• Sending all of your
mailings to your whole list is a tragic mistake.
• Targeted mailings save time and increase income.
• Pay the most attention to the segments that are the most faithful in giving: o long-term annual donorso higher-end donors
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Ways to segment• By amount• By last gift date• By volunteer
status/type• By constituency
o business typeo event attendeeo board membero program interests
• By generation,
location or other demographic
• By giving statuso New (second gift ask)o Lapsedo Donors who downgraded
giving
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Segment by gift amount
• By actual amount• By grouping
amounts• By increasing last
gift by a % and rounding
Donor gave $50 last year
You will ask for $75 this year.
Everyone who gave $50-100 last year gets asked for $150 this year.
Three donors gave $25, $40, $60 last year, respectively.
You want to apply a 25% increase across the board for asks.
This results in asks of $31.25, $50, $75.
You will round to $35, $50, $75.
(Thanks, Excel!)
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Segment by last gift date
• Current donors o Those whose last gift was in the past year (2014)
• Almost current donorso Those who gave the previous year (2013), but not last year (traditional
LYBUNT)
• Lapsed donorso Those who gave in 2012
• Long-lapsed donorso Those who gave in 2010-2011
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Segment by geography
By amount
Photos from three program sites, sent to donors in the same region as the site. This was a very inexpensive insert, as we color copied these!
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Segment by interestEnd of year mailing: alpaca segment
Reused flyer, included response form
Photos were repurposed from website
Stories repurposed from blog
Letterhead & carrier envelope standard
Boring response envelope!
Everything coded
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Segment by interestEnd of year mailing:
A/B split and other donor segments
Nearly identical letter for other three segments
Standard carrier, response (form printed on envelope)
A/B split• $50-150 giving
history• A asked for “a gift”• B asked for $175
Donor segment asked for “a gift”
All coded (four segments total)
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ResultsAlpaca segment has outperformed all expectations.
Donors in segment have — so far — increased their total giving over last FY by 22%
This interest segment for EOY 2013 and 2014• 43% of donors increased giving over last year• Increased $$$ given by 9.07%
For alpaca campaign:• Same donors increased giving by 92% over previous FY• Response rate down compared to last time interest segment received a
mailing (1.55% in December 2014; 2.95% in June 2014)• But income up by 3½ times!• Bigger gifts (because DM set $$$)• And … the big news …
campaign overall increased by FIVE TIMES the previous FY
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Messaging• Simple or complicated?• One or two personalized lines• Personalized ask• Entirely different letters for
different segments• Continue the “story”
of how you spent their money from their last gift
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How can one person make this happen?
• Keeping good data on constituents• Clean database• Spreadsheets! • Mail merge
expertise• Or a great
mail house/or great staff
• …and PLAN AHEAD
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IndyPL Foundation: How we get it done
• Mostly in house for all mailingso Outsourced envelopes because of time
• Write, route, printo Every piece of the mailing goes through other eyes
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The mailing calendarStart Date End Date Item Staff Member Status Notes Project
13-Oct Draft Letter BKW Nov FOL15-Oct IAA update BKW Esends
17-Oct Letter to Laura BKW/LW Nov FOL22-Oct Approval from Bryce BKW/BB Nov FOL
8-Oct 22-Oct Write Imagine Content BKW Dec Imagine27-Oct Pull November FOL Mailing list J P/BKW Nov FOL27-Oct C lean up mailing list J P Nov FOL27-Oct Segment list BKW Nov FOL15-Oct 29-Oct Write Legacy Content BKW Legacy 27-Oct 29-Oct Route Mailing list BKW/LW/RKJ Nov FOL30-Oct Imagine draft to Laura BKW/LW Dec Imagine30-Oct Sort list for mailing J P Nov FOL31-Oct Envelopes to Inkwell J P Nov FOL27-Oct 31-Oct November book sale reminder BKW Esends3-Nov 4-Nov Draft/Route Remit Form ALL Nov FOL4-Nov 5-Nov IAA update BKW esends4-Nov 5-Nov Approval from Danny BKW/DD Nov FOL6-Nov Legacy draft to Roberta BKW/RKJ Legacy 6-Nov 7-Nov Print Remit backs J P Nov FOL6-Nov 10-Nov Route Imagine to staff all Dec Imagine
11-Nov 13-Nov send Imagine to donors for approvalBKW Dec Imagine13-Nov Route Legacy to staff all Legacy 14-Nov Envelopes back J P/BKW Nov FOL17-Nov 18-Nov Print remit fronts J P Nov FOL17-Nov 19-Nov send Legacy to donors for approval BKW Legacy 18-Nov imagine proof to Dynamark BKW Dec Imagine19-Nov 20-Nov Print letters J P Nov FOL21-Nov Mailing Party ALL Nov FOL24-Nov Legacy proof to KI Brands BKw Legacy 24-Nov Pull Imagine mailing list J P/BKW Dec Imagine24-Nov 26-Nov Imagine e-send version BKW Dec Imagine
3-Dec Imagine mails BKW Dec ImagineNovember FOL esend BKW Nov FOL
8-Dec Legacy mails BKW Legacy 16-Dec IAA Update BKW esends
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The MAGIC of spreadsheets
• Learn how to use Excel (or similar)• Database can do a lot; Excel will do the rest• Google is your friend
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ConcatenateLet’s you combine multiple cells
with additional information
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If/then
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RoundRound, Roundup, Mround, Ceiling, Floor
– rounding functions
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Tracking• Have a plan in advance!• Is data entry person on board?• Code your letters, envelopes, response
cardsThis can be part of the merged data, too.
• To make life easiest: use your database’s default processes and settingso Appeals and Packageso A/B splitso Attributes
• Plan where all response fields will be tracked — better future!
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ResultsFriends of the Library
YTD Report as of December 31, 2013 Overview Year Year @
February 13 Year @ July 9
Year @ Nov. 11
Year @ Dec. 31
Amount Budgeted
2012 $16,769 $35,894 $59,046 $90,447 $94,500 2013 $19,917 $38,140 $64,078 $102,007 $111,200 % Change 19% 6% 9% 13% % of budget 18% 34% 58% 92% Gift Distribution Year Number of Gifts YTD Average Gift Size YTD 2012 866 $104.44 2013 859 $118.75
New Donors (includes all funds, appeals and first time pledges; Staff Campaign & IAA silent auction removed) Year # new
donors YTD Total given by new donors
New Donors of < $5,000
# of Mem/Tri gifts
New gifts w/o mem/tri
2012 124 $121,697 $50,197 45 ($7,218) $42,979 2013 229 $67,679.15 $40,841 101 ($6,932) $33,909
• Check in with your results often(don’t wait till November)
• Adapt(When you need new results, do something different)
• Find a report form that works for your organization
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Evaluating Effectiveness
• Review responses of same donors from one appeal to nexto Comparative report, screened by appeal
• A/B results – random sample of same group, same mailing, only one change
• Look at package responses• Appeals analysis – comparing
multiple appeals
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Thank you!
Find more information online at:
rosieblankenship.com/brownbag
Email us at:[email protected]