The Secret to a Successful Direct Mail Campaign Nonprofit Hub Wednesday, April 22, 2015 11:30 a.m....
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Transcript of The Secret to a Successful Direct Mail Campaign Nonprofit Hub Wednesday, April 22, 2015 11:30 a.m....
The Secret to a Successful Direct Mail Campaign
Nonprofit Hub
Wednesday, April 22, 201511:30 a.m. CST
Today’s Presenters
•Who we are
•Intro to today’s webinar
Giving Tree Associates
Tip #1
•When to begin
•How much time to build in
Create a Timeline
•Preparing your list
•List expansion
•Quotes from vendors
•Writing the letter
•Creating collateral materials
•Printing
What to Include•Assembling
•Note writing
•Online donations
•Electronic campaign
•Acknowledgments
•Etc.
Structuring Your Timeline
Tip #2 Personalize
•Personalize, personalize and personalize!
Personalize
•Personalize, personalize and personalize!
•Include personal hand written notes
Personalize
Karla,
I hope you will join me in supporting IMD Guest House this year. Your support means this world to us!
Warmly, Julie
Hi Stacy,As you may know, Giving Tree is near and dear to me. I hope you will join me in supporting the organization this year. Wishing you a happy holiday.Warmly, Julie Apple
Hi Stacy,Thank you so much for your past support of Giving Tree. It means the world to us. We hope you will continue your contribution this year. Wishing you a happy holiday season and new year!Best, Julie Apple
•Personalize, personalize and personalize!
•Include personal hand written notes
•Personalize your collateral materials
Personalize
Tip #3
Messaging
•Tell a story
Messaging
Strong Opening Line
•Tell a story
•Show impact
Messaging
Show Your Impact
Prove Their Dollar Matters
•Tell a story
•Show impact
•Make a direct and specific call to action
•Include a photo
•Blog post on messaging and content
Messaging
List Preparation and
Expansion
Tip #4
•Segmenting your list
•Adding names
•Updating and/or cleaning data
•Sort list by leadership contact
List Preparation and Expansion
Tip #5 Postage
•Nonprofit postage permit
•USPS nonprofit prices here
•Obtaining a nonprofit postage permit here
•Weigh a sample of your mailing before purchasing postage
•Blog post on determining your postage needs
Postage
Printing and Mailhouse
Tip #6
•Do your homework: get quotes
•Assembling the mailing: in-house vs. mailhouse
•Blog post on printing and mail house
Printing and Mailhouse
E-campaign
Tip #7
•Assemble an e-blast version of the direct mail piece with slightly different content
•Link to the donation page
•Use of images
•Test your eblast
•Create a plan for your leadership to share with their networks
E-campaign
Prepare Your Team and Resources
Tip #8
•Prepare staff for calls and questions
•Prepare the database
•Build an easy-to-run report for updates to leadership
Prepare Your Team
and Resources
Acknowledgments and Giving
Thanks
Tip #9
•Acknowledgments vs. giving personal thanks
•Timely acknowledgment and personal thank you outreach
•Who to include in the thank you process
Acknowledgments and Giving
Thanks
Q and A’sQ and A’s
Thank you for joining today’s webinar. Please contact us with any questions:
Amy Schiffman [email protected]
Lisa [email protected]
www.givingtreeassociates.com