How to create successful direct mail

27 September 2010Direct Mail in Fundraising Group.

How to create successful direct mail.

Who are we?Danielle AtkinsonHead of Digital & Individual Giving, MerlinIan BoardmanCreative Director (Print), ConsiderBen LeevesCreative Director (Digital), Consider

Why are we here?• Share thoughts and experiences.

• Client / Agency providing different perspectives on creating good and successful direct mail.

• Experienced in creating successful DM.

• How do we get there? How does it come together?

• Show how to get the most from your agency.

1. The brief2. Copy3. Creative4. Presentation5. Feedback & Amends6. Case studies7. Any questions?8. Top tips

What’s coming up?

First, tell me what you want to say, who you want to say it to and why you want to say it.”Saul Bass

The briefWhat makes a good brief?

“

What do you want to say?• What message are you communicating?

• Are you giving information about your charity / an emergency?

• Are you asking your audience for their help?

The briefStart with ensuring you answer these questions:

Who do you want to say it to?• Who are your audience?

• Include pen portraits and everything relevant about donors.

• Are they Cold / Warm / Cash / Regular Givers?


Why do you want to say it?• What are your reasons for communicating with this audience?

• Donation ask / Retention / Legacy?


The brief

• Background and brand knowledge for your agency.

• Any valuable insights.

• Keep it relevant, clear and to the point.

• Give your agency an angle to work from.

• Put some of yourself into it. Bring the brief alive.

• Remember, you are part of the creative process – get involved!

What makes a good brief?

The briefWhat makes a good brief?

• Clearly laid out.

• Succinct background information.

The brief• Question / Answer layout.What makes a good brief?

The briefWhat makes a good brief? • An angle for copy and creative.

The brief

• Lacks focus and is vague. Needs a single-minded proposition.

• Doesn’t get to the point.

• Overly long.

• Repetitive.

• Contradicting messages.

• Contains information irrelevant to the brief.

What is a bad brief?

The briefWhat is a bad brief?

CopyCopyCopyCopyCopy

CopyCopy

Copy

The copyHow do you get great copy?

• Involve the whole team when briefing: Client, Copywriter, Creatives.

• Ensure creatives are involved with the copywriter. Different ways of thinking (Words vs Pictures) = ideas.

• Ask colleagues for input. Mix it up for a more rounded perspective.

• Who should see copy once first draft is written?

• Consolidate amends to copywriter.

The copySo, what does good copy look like?

Do you remember Boxing Day 2004 – the day of the Asian tsunami? In a matter of hours, hundreds of thousands of people were killed, many more were injured or left homeless, and a vast number of children were cruelly deprived of their parents and families.

I know that the suffering of the people caught up in this disaster touched you deeply – so much so that you sent a very generous donation to the Daily Telegraph’s appeal on behalf of our medical charity, Merlin. And it was your support that helped us act within hours to bring relief to many thousands of tsunami victims.

Our multi-skilled team treated the injured, gave vital health care to vulnerable children, helped to rebuild hospitals and clinics, and helped prevent outbreaks of diseases from taking more lives. ‘They did all that was expected of them,’ wrote veteran Telegraph journalist William Deedes, ‘then, after others left, they stayed to see it through.’ But we couldn’t have done it without you. You not only helped to save countless lives, but you helped to turn our relatively young charity (founded in 1993) into the major medical relief organisation that it is today.

The copyHow do you recognise bad copy?

• Lacks focus and flows badly.

• Lacks emotion.

• Wrong tone of voice for your audience.

• Insensitive to subject matter.

• No strong calls to action.

• Ensure it is personal, about the donor and what they achieve. Not all about you.

• Needs to be obvious what you want the donor to do.

The copyWhat does bad copy look like?

The children of Liberia need your help to grow up.Imagine trying to bring up a child when you’re not only struggling to feed them, but you’re terrified they may get ill. You live in constant fear knowing that something as trivial as an upset stomach could kill them.

Sadly, that’s what it’s like everyday for mothers in Liberia where the recent civil wars have all but destroyed the healthcare system. And the healthcare that is available costs money they don’t have.

One in five children won’t live to see their 5th birthday.Perhaps the most tragic – and shocking – thing of all is that children there are dying of easily treatable diseases like pneumonia, measles and diarrhoea. Diseases that we wouldn’t consider life threatening here in the Western world.

Lucille’s baby boy had dyssentry but died because she couldn’t find a clinic that provided free treatment. Heartbreakingly, if he’d been given a simple rehydration solution, like the ones we can get at the chemist, he might have lived.

CreativeHow does the creative take shape?

• Do homework! Consult guidelines, become familiar with brand. Research subject.

• Chat with copywriter. Share creative. Firm up copy.

• Brainstorm ideas – together! Get everyone involved, different perspectives. Mix up digital and print, irrespective of brief.

• How long do we spend on the creative? Cost dependent, designer will typically spend two days on a route.

• Who and how many are involved? Account Manager, two designers with Creative Director.

CreativeHow many creative routes?

Route 1.• The banker option.

• To the brief.

• Meets expectations.

Creative

Route 2.• More creative and exploratory.

• On brief.

• Meets and exceeds expectations.

How many creative routes?

Creative

Route 3.• The curveball.

• Unexpected but on brief.

• Expectations are challenged. Pushes creative thinking.

• Shows where project COULD go.

• Pulls on areas outside the brief and third sector.

• Can spur discussion, encourage further thinking.

• Always ask for a curveball route; you should expect it.


Creative

• Your agency should go further than the brief. • Don’t just accept what the client has told you. • Creative value is in thinking further than the client.

• Ask any questions as you progress.

• Evaluate. Present internally. Justify. Revisit creative.

• Mock up. Essential to interact with creative, feel how it works and what your audience will experience.

• Ready to present!


PresentationWhat should you expect from a presentation?

• Who should be there? Creative: Creative Director, Senior Designer, Account Manager. Client: Campaign Manager and your Manager.

• Talk through creative rationale. Everyone should understand thinking and reasons behind creative decisions. Enjoy work being shown – it’s the fun bit!

• Be open minded. Give your agency chance to explain creative. Each route is there for a reason.

Presentation

• Honest feedback is essential. Don’t be afraid to speak your mind. Makes for a better relationship and you get the job you want.

• Agency should be able to take criticism and shouldn’t be precious.

• A successful piece of DM. Agency don’t want the DM to fail, charity wants it to deliver (beat targets).

• Needs to be something that brings in results rather than pretty and award winning (although this is always nice!)

What should you expect from a presentation?

Feedback & AmendsWhat happens next?

• Honest feedback means better creative. If you think it would work better with two routes combined, say so.

• Only show creative to those who really need to see it.

• Amends to copy should be very minor. Amends to creative are expected.

• Three rounds of amends should suffice. Don’t dripfeed amends. Gather and consolidate your feedback, avoiding additional costs and errors.

Feedback & Amends

• Mark up amends on a PDF; less room for error.

• Ideally use your agency’s extranet. Keeps everything in one place with record of activity and comments.

• Agency should liaise with printer, ensuring artwork files will be correct.

What happens next?

Case studies Cash Ask

• Strong, emotional outer. Eye contact.• Combined with ‘Orphan’ name of appeal.• Many charities don’t spend money on an image impact outer.

Save the Children ‘Orphan’ MailingSeptember 2009

HQ 1984POSTAGE PAID GB

Registered charity England and Wales (213890) and Scotland (SC039570)

September 2009 Orphans Appeal

Asha – orphaned in Democratic Republic of Congo, November 2008.

Photo: Kate Holt/Save the Children

<Mr A Sample><Sample Address 1><Sample Address 2><Sample Address 3><Sample Address 4><Sample Address 5><Sample Address 6><Sample Address 7><Supporter Code_Check Digit_Source Code>

ROI4.55

83p from every pound you donate directly bene!ts children.

That is why, if you can send a donation now, it will make such a real and practical difference. Please give whatever you can today. Together we can bring hope.

Eglantyne Jebb, the founder of Save the Children, once said: ‘The only international language in the world is a child’s cry.’ Children who have lost their parents are crying out now for love and support.

As a mother myself, knowing how much it means to a child to have the love of a family, I can’t ignore that call. I hope you can’t either. Please give what you can today to help children who have nothing. And thank you again for all you do to support our life-saving work.

Yours sincerely,

Tanya Steele Director of Supporter Relations and Fundraising

P.S. The enclosed lea"et tells you more about what we are already doing for orphaned children, not just in Africa but all round the world. There are so many more children we can help in so many ways. But we need your help. Please give what you can today.

Thank you for your donation

• Please place your completed donation form in the envelope provided

• You can also make a donation by ‘phoning 0800 8 148 148 or online at savethechildren.org.uk/orphansappeal

afford, so we can do more to protect and care for the most vulnerable children of all?

You can help a child like Baraka to !nd a loving family

In asking you this, I am thinking particularly about

children like Baraka, a baby girl I heard about recently. Her

story really brought home to me how dangerous and

precarious life can be for many children and how much they

need our help.

In Baraka’s home country, the Democratic Republic of

Congo, wars have been raging for many years. Shortly before

Baraka was born, her mother was forced to leave her home

village to escape the advance of ruthless armed gangs. But

sadly she never found the safe refuge she was looking for.

Weak and ill, she died giving birth to Baraka in a !eld where

she had stopped to rest.

Fortunately an elderly woman found the dead mother,

and the newborn baby with her umbilical cord still not cut.

She took Baraka home with her while some of her neighbours buried the baby’s mother. Finally, the little girl

was taken in by Noella, a local mother, who is now fostering her with support from Save the Children.

Phot

o: :

Am

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Noella and Baraka

<Mr A Sample><Sample Address 1><Sample Address 2><Sample Address 3><Sample Address 4><Sample Address 5><Sample Address 6><Sample Address 7><Supporter Code_Check Digit_Source Code>

Children who have nothing need your help today.

Dear <Mr Sample>,At Save the Children we are working constantly to deliver the basic necessities of life – food, shelter and

healthcare – to children in desperate need all over the world. But what haunts me is the knowledge that

so many children have absolutely nothing. It’s not just the material things they are lacking, but the less

tangible things that children need just as much – security, a family and a loving home.

As a mother myself, I have been thinking about this a great deal recently, because of the enormous rise in

the number of orphan children in many parts of the world. In some countries, this is because wars and other

con!icts are taking the lives of countless innocent civilians. In others, it is because natural disasters and diseases,

especially the AIDS pandemic, are killing hundreds of thousands of adults every year and leaving their children

alone and destitute.I can’t begin to tell you what a desperate situation some of these children are in. It breaks my heart to see

orphans as young as 10 having to fend for themselves and look after their younger brothers and sisters because

all the adults in the family have died. Many are living in unimaginable squalor and scavenging for food on rubbish

tips. Girls barely into their teens are being forced into prostitution because they have no other way to survive.

And girls as well as boys are being captured by armed gangs and forced to "ght as soldiers in the world’s

numerous wars.I know how generously you support our life-saving work for children. Whenever I go overseas to

countries where we are working, I see for myself the difference you have made. I see the children who are

receiving nourishment, healthcare and education because you have cared enough to reach out and help them,

and I can’t thank you enough. Please may I ask you to help again, and give £XX or whatever you can

Continued…

Photo: Save the Children

Shamiso, survives by catching rats to eat.

Save the Children UK1 St. John’s LaneLondon EC1M 4ARTelephone +44 (0)20 7012 6400Fax +44 (0)20 7012 6963savethechildren.org.ukRegistered charity England and Wales (213890) and Scotland (SC039570)

The Save the Children Fund is a company limited by guarantee, registered in England (number 178159).

Registered charity number 213890. Registered office: 1 St. John’s Lane, London EC1M 4AR.

Patron: Her Majesty the Queen; President: Her Royal Highness The Princess Royal; Chief Executive:

Jasmine Whitbread. Save the Children UK is a member of the International Save the Children Alliance.

• Emotional, eye-contact imagery breaks up copy.• Easy to read: Indenting. Bold copy. Subheads. Underlining.

Case studies Cash AskSave the Children ‘Orphan’ MailingSeptember 2009

Please <Mr Sample> will you give as much as you can to help a child who has nothing?

Please help as many children as you can by giving:

£40 £30 £20 Other £

Signature: Date:

I enclose: Cheque Postal Order CAF (Please make Cheques and Postal Orders payable to Save the Children)

OR please charge my: MasterCard Visa CAF Maestro

Credit Card Number/Maestro Number

Using Gift Aid makes your donation worth more at no extra cost to you

For every £1 you give us, we get an extra 25 pence from the Inland Revenue. So just tick here, it’s that simple! I am a UK tax payer and I want Save the Children to treat all donations I have made for the last six years and all donations I make in future as Gift Aid donations, until I notify you otherwise. Tick here GA

Date:

To qualify for gift aid you must pay enough income or capital gains tax in the !nancial year to cover the amount we will reclaim on your behalf.

/ /

Please return to: Freepost RSCJ-SLCC-GECC, Save the Children, Valldata House, 2a Halifax Road, Melksham SN12 6YY.For security reasons, please do not send cash through the post.

(Maestro only) Issue no. Start date Expiry date

/ /

Your gift

Your details

The long years of war in Liberia resulted in thousands of children living in orphanages, many of which fail to provide a decent basic standard of care. We have helped to train social workers and orphanage administrators to ensure that minimum standards of care are maintained. When three orphanages were forced to close, we reunited the children who had been living in them with their own families or with foster parents.

In , where a third of all the children are chronically malnourished and many have lost their parents due to HIV and AIDS, feeding the children is the number one priority. That’s one reason why we are running Early Childhood Care and Development Centres in the worst affected areas. As well as providing healthcare and education for children in desperate need, the centres provide them with their only meal of the day.

In Afghanistan, one of the poorest countries on earth, many families can’t afford to bring up their children. Thousands of children live on the streets, competing with adults for casual jobs and surviving as best they can. We are working to protect these children from abuse, violence, exploitation and neglect. We have set up a number of shelters for street children, which provide food and healthcare. Some now also offer education and training, so that the children can learn practical skills to help them earn a living and make a better life for themselves.

Shelter...In South Africa, there are 2.5 million orphans, half of whom have lost their parents to AIDS. We have set up a model of community-based care for vulnerable children called Child Care Forums. Run by community volunteers, these forums provide practical help such as food parcels, clothing and seeds for vegetable gardens. The children also receive basic healthcare so that they are less vulnerable to the spread of AIDS and other diseases.

In China, around 22.9 million children have been left behind in the rural areas while their parents have migrated to the cities. Normally they stay with relatives, but too many are poorly cared for and some are abused. We have set up children’s activity centres in villages, poor communities and schools, which provide safe places for children to play, learn and make friends.

and YOU.

Many thousands of children are without homes, food or shelter. Please will you send a donation today to give a child a better life?

Thank to your support, Save the Children’s work is making a huge difference to orphans and vulnerable children. In countless simple, practical ways we are saving their lives and giving them a future.

But we need to do more.

Photo: Tul Pinkaew/Save the C

hildren

Food...Care...

Safety...

Protection...

Photo: Rachel Dw

yer/Save the Children

Photo: Karin Beate Nøsterud/Save the C

hildren

Millions of orphans are alone and helpless.What does it take to give them a better life?

Phot

o: K

ate

Hol

t/Sav

e th

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Registered charity England and Wales (213890) and Scotland (SC039570)

We’re the world’s independent children’s charity. We’re outraged that millions of children are still denied proper healthcare, food, education and protection. We’re working flat out to get every child their rights and we’re determined to make further, faster changes. How many? How fast? It’s up to you.

Rwanda has one of the highest proportions of orphans in the world, due to years of bitter warfare and the devastating effect of HIV and AIDS. Working with the Ministry of Health, we are setting up a health programme to provide basic healthcare for 124,000 children in Burera and Gicumbi districts. We are training nurses and community health workers to treat more children and prevent them dying from killer diseases. And we are working with communities to set up health committees to help prevent the spread of disease.

As a result of decades of !ghting in Sudan, thousands of families have been driven from their homes. The education system is barely functioning and roughly half the children miss out on their right to primary education. We are doing all we can to give these children the chance of an education. We are equipping and building classrooms. We are training teachers. And we are organising accelerated learning classes so that children who have been forced to break off their education can catch up with their learning before they go back to school.

Good health...

Education...

Photo: Jenny Matthew

s/Save the Children

• Simple DL lift device. Focused. Stong copy.• Separate A4 donation form. Large call to action. Strong personalisation

Case studies Cash AskSave the Children ‘Orphan’ MailingSeptember 2009

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• Strong, emotional outer. Eye-contact.• Caption bottom right gives context.

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Case studies UpgradeMerlin Regular Giving Upgrade MailingMarch 2010

• Simple uplift device. Strong calls to action. Captions give context / trust.• BRE: Signatory’s handwritten thank you. Continuity with letter. Last interaction with donor.

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Case studies RetentionMerlin Response Newsletter MailingAugust 2010

• Simple outer. Not wasteful.• Newsletter: Full of reasons to carry on giving.• Donor communication / relationship. Reduce attrition.

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• Insert for captive audience. • Unifying look and feel.• Get involved. Stay involved.

Legacyenquiries

15

Top tips1. Get the brief right.

2. Inspire your agency. Expect more.3. Ensure the agency understands your audience.

4. Don’t be afraid to give honest feedback on design. Ensure you understand the process.

5. Work as a team.

How to create successful direct mail

Business

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