Direct Mail as a channel to recruit donors

Bijay Kumar MishraHelpAge India

Why Direct Mail ?

• Prospect for new Donors

• Establish and maintain relationships

• Generate donor/customer loyalty

• Solicit potential donors

• Communicate information

The 21st Century Donor

• Less committed

• More access to information

• More of a ‘consumer’ – less loyal

• More demanding – asking questions that are difficult to answer

• More negative

Definition of “Good Mail”

• Tangible, personal communication

• Connect with the recipient in striking way

• Compelling fill, look, line of copy etc. that makes the recipient feel important

People like to get Direct Mail

• What is the first thing you do when you come home ?

• Most people short mail into 2 piles:– Relevant

• It’s personal• They know something about me

A good offer sent to the right person

– Junk• Stuff that’s not for me• Goes right into the dustbin

A good offer sent to the wrong person

The Beginning………

Direct Mail Components

• Creative/Design

• Lists/Database

• Data processing

• Personalisation

• Offer/Donation

• Production

Lists/Database

Remember that the List/database accounts for as much as

40% to 60%

of the success of a mailing

What is Marketing Database ?

A marketing database is the collection of information which helps you to spend your

marketing budgets more efficiently.

The Wrong List/Database

• Great Offer

• Beautiful Copy

• Good Design

• Strong ‘Call to Action’

The Wrong List/Database

Disaster !

The Key to Lists Selection

Find out as much as possible about the present customers/donors…. then get as

many more prospects as you can

who are just like them !

Know your data

• How much people give ?

• How often they give ?

• How recently they gave ?

• Why they give ?

• Where they live ?

• How long they stay ?

Things to Consider

• Where the donor located ?– 3 miles radius, city, state, nationwide, etc.

• Do they have certain demographics ?– Families, Homes, Income, Education, etc.

• Do they have buying preferences (psychographics) ?– Cars, Holidays, etc.

• Are they a specific type of business ?– Restaurants, retail, schools, etc.

• Do they already own a certain product ?– Computers, TV, Washing machines, etc.

• Age

Pareto fundraising-2009

Thank You