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Find out about direct mail trends and integrated fundraising for nonprofits in this presentation by David Hughes of SankyNet.
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June 11, 2010
Is Direct Mail Dead?Or Does it Just Need a Faster
Internet Connection?
June 11, 2010
Presented by:
Kathy Swayze, CFRE, President & Creative Director, Impact Communications
David Hughes, Account Director, SankyNet
June 11, 2010
Initial Thoughts…
June 11, 2010
“At its heart direct mail fundraising is not about direct mail. It’s about one individual
writing to another to describe an issue or cause they both care passionately about... there’s no sign whatsoever that this is about
to change any time soon.”
(source: http://www.kenburnett.com/BlogIsdirectmaildead.html )
Question…
June 11, 2010
How many have had a board member ask this question?
Can’t we just raise money online and eliminate
all these postage and printing costs?
June 11, 2010
Why Integration
Matters
Demographics
Source: Target Analytics
• Mail (79%) vast majority of income
• Online growing (9%), with higher average gift: $74 vs. $40
June 11, 2010
Demographics
• Online: 35-64 years old• Mail: 65+ years• Median Online: 50s• Higher household income online
June 11, 2010
Source: Target Analytics
June 11, 2010
Don’t abandon direct mail…
Enhance with other channels!
June 11, 2010
Message is key in every channel Are you making a connection with donors
and prospects about things that matter to them?
June 11, 2010
Integrating your message in all channels is the
key to success
Response by Response Channel
June 11, 2010
Response by Sent Channel
June 11, 2010
June 11, 2010
Reaching Your Audience in
Multiple Channels
Email Appending
June 11, 2010
• Re-activate lapsed DM donors
• Coordinate messaging with active DM donors
• 15%-20% match rate• Data overlay
information (age, income, children, etc.)
Segmentation Strategy
June 11, 2010
June 11, 2010
How do you do it?
Have a Plan
June 11, 2010
Coordinated Communications – DM
June 11, 2010
Coordinated Communications - Online
June 11, 2010
Coordinated Content – DM
June 11, 2010
Coordinated Content – Email
June 11, 2010
Coordinated Content – Email
June 11, 2010
Coordinated Content – Email
June 11, 2010
Coordinated Content – DM & Email
June 11, 2010
June 11, 2010
Case StudiesOffline OnlineOnline Offline
Both Ways
June 11, 2010
Offline Online
Offline Online: URLs
June 11, 2010
Offline Online: URLs
June 11, 2010
Offline Online: PURLs
June 11, 2010
www.citymeals.org/PhillipAarons
Offline Online: PURLs
June 11, 2010
Offline Online: Buck-slip
June 11, 2010
Offline Online: Reply slip
June 11, 2010
June 11, 2010
Online Offline
Response by Response Channel
June 11, 2010
Response by Response Channel
June 11, 2010
DM renewals Higher response than just mail!
Fully Integrated Campaign
Integrated Campaign – DM Renewal
June 11, 2010
Integrated Campaign – Email
June 11, 2010
Integrated Campaign - Email
June 11, 2010
Integrated Campaign - Email
June 11, 2010
Integrated Campaign – Micro Site
June 11, 2010
Integrated Campaign – Lightbox
June 11, 2010
Integrated Campaign – Social Media
June 11, 2010
Integrated Campaign – eCard
June 11, 2010
Integrated Campaign – SEM
June 11, 2010
Integrated Campaign – Landing Page
June 11, 2010
Integrated Campaign – Donation Page
June 11, 2010
June 11, 2010
Thank you!Available Online:
www.sankyspace.com/pub/FRDNY10.pdf
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