Jump Start Your Direct Mail (and Annual Fund Program)… NOW!
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Transcript of Jump Start Your Direct Mail (and Annual Fund Program)… NOW!
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Jump Start Your Direct Mail (and Annual Fund Program)… NOW!
Ron & Sue Rescigno
July 24, 2012
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Today’s Speaker
Ron & Sue Rescigno President & Vice President
Rescigno's Marketing Connections
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Jump Start Your Direct Mail (and Annual Fund) Program…Now!
Ron and Susan Rescigno
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Trends and Opportunities in Direct Mail
THE ROLE OF DIRECT MAIL IS EVOLVING IN TODAY'S WORLD OF FRAGMENTED MEDIA
Consumers and donors alike are experiencing information overload:
• Endless amounts of marketing messages • Internet has changed how consumers respond to appeals • Different people require different channels and
response mechanisms
The concerns of marketers have changed: • Focus on ROI and efficiency • Understanding where to focus across multiple media types
• Tracking and measuring is important, but not done well enough because the results are not applied to future communications Hewlett-Packard Marketing
Study, 2010
In light of these trends, the key areas of opportunity for direct mail are
TARGETED, PERSONALIZED DIRECT MAIL and MULTI-CHANNEL CAMPAIGNS
Have you ever made a purchase as a result of
a marketing message you received through…
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Annual Appeals Must Meet New Demands of Donors
Improve
segmentation,
profiling, targeting
and lead generation. Accurately deliver
personalized
messages and
better engage
customers’ interest.
Analyze
effectiveness and
optimize the
marketing mix
The role of direct mail is evolving to help answer these demands in
our increasingly electronic, mobile world!
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Is This You?
Overwhelmed by an
always-changing
market?
Struggling with
response rates?
Wishing to improve
your Return on Direct
Marketing Investment?
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Let’s look at a few steps to jump start, energize, and grow
your program
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The Basics
Annual appeals should consist of 3
mailings per year
Personalize your letters
Include a reply device
Ask for a specific gift
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Think Ahead: Time Your Mailings
Timing
Is
Everything
Sept — Aug
Dec — Nov
March — Feb
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Things to Consider When Planning Your Annual Appeal
What has been successful in previous direct mail campaigns?
What HASN’T worked?
Did the message produce the desired result?
Right message, audience, frequency, and
channel?
Did you ask for a specific gift?
Budget limits?
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Mailing Formats 101
Traditional Letter Format
-best response rate when asking for a
donation
-include reply device
-personalization has a cost and a reward
-include a “P.S.”
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Tell Compelling Stories
Intersect with donors’ or prospects’ lives and
passions.
Donors want to know their impact. They want
to know that their gift is essential to the
success of the program/organization.
Go light on facts and figures.
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Yes, we mean plural!
Divide your various
audiences into
categories
Find a story that
resonates with each
Know Your Audiences
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How to Make Your Printing and Direct Mail Campaign Successful:
Research Target Market
– What do your donors donate to?
– What do they need to know about your organization (how it changes lives)?
– What do you already know about your donors?
Use Variable Data
– Use data collected in your database to personalize direct mail to the recipients
– Be unique with collected data
– Focused, Relevant and Timely
– Increase database information = increase in opportunities for engagement
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Personalization 101
Benefits of Personalizing:
- Provide relevance
- Message focused through segmentation according to many factors, e.g. age, gender, socio-economic background
- Donor (Market) Timing
- Frequency and flexibility
- Feedback to improve and drive ROI
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Personalization 101
Inside Address
Salutation
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Personalization 101
Inside Address
Salutation
Personalized Graphics and Images
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Personalization 101
Inside Address
Salutation
Personalized Graphics and Images
Personalized Text
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Personalization 101
Inside Address
Salutation
Personalized Graphics and Images
Personalized Text
Personalized Reply
Device
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Personalization 101
Inside Address
Salutation
Personalized Graphics and Images
Personalized Text
Personalized Reply
Device Last Gift Amount &
Suggested Giving
Amount
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Benefits of Targeted Direct Mail
Precise targeting of individuals builds lasting donor relationships resulting in improved retention rates and reduced donor attrition.
This translates into bottom line improvement—donations increase from personalization and customization range between 1% and 30%.
Lift in response rates for targeted vs. static direct mail is anywhere from a 2X to 5X and even more, all depending on relevance (right message, right frequency, right channel).
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Higher response rates mean more “bang” for each marketing dollar—higher return on marketing investment (ROMI).
Is Targeted Mail Worth Its Cost?
On a per-piece basis, the cost of one-to-one printing is higher than for static direct mail.
On a program cost basis, however, costs may be lower, since often, fewer pieces are printed and mailed in a customized campaign.
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Catholic High School: Fall Appeal
Quantity Mailed: 2,251
Number of Responses: 404
Cost of Printing and Mailing
– Total per piece: $1.765
Response Rate: 0.1795
Dollars Donated: $168,370
– Average Gift: $416. 76
Cost Per Donor: $9.83
Cost Per Dollar Raised:
$.02
Return on Investment:
4238%
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Direct Mailing Analysis
Description of Mailing – Tracking Code
– Date Mailed
Target Audience – Quantity Mailed
Cost of the Mailing – Cost Per Piece
– Postage
Gifts Received –Response Rate
Dollars Donated –Average Gift
Cost Per Donor
Cost Per Dollar Raised
Return on Investment
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Different Campaign Types See Different Increases in Response Rates
Comparison in response rate between static and targeted campaigns
Direct to Fundraising Lead Gen Nurture Loyalty
Consumer
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Follow Up
Evaluate,
Tweak,
and MAIL AGAIN!
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QR Barcodes: Quick Response Barcodes
What are they? How do they work?
Scan the QR code with your Smartphone or
computer camera
The image automatically directs you to a URL
Eliminates the need to manually type a URL.
Examples and ideas for the use of QR codes: • Use for easier access and to generate curiosity - “Scan
this barcode to reveal a personalized offer – just for you.”
• Use QR codes to drive traffic to a mobile commerce site. • Use in a direct mail campaign as part of a quiz or treasure hunt – link between actual locations, events, mail
pieces, and the web, as part of an ongoing conversation with the donor.
• Use at point of sale, to collect customer data by offering immediate on-the-spot discounts if the customer opts-in on the web.
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Did You Know…?
The best time to ask for
another gift is 3-6 weeks
after a donor has given.
Ask everyone on your list for the holiday mailing, even if they
already gave in September.
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Thank You!
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