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Please Mr. Postman: Starting a (direct) mail program

Ann Andrusyszyn, Development Officer, Barrie Public Library

Rob Lavery CFRE, Resource Development Consultant, Southern Ontario Library Service

OLA SuperConference 2006 – Session #1709

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Agenda:

How mail fits into an annual fundraising program The pros and cons of direct mail The components of a direct mail package What aspects will influence success How to start a program – Barrie Public Library case study

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An Annual Giving Program

The activities that provide a stream of unrestricted donations

Objectives of Annual Giving:– Acquire new donors– Renew current donors– Upgrade current donors

Methods include:– Mail– Telephone– Events– Personal solicitations

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The Donor Pyramid

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Pros of mail programs

A good way to get lots of small donations A good way to begin the donor relationship A good way to convey the library’s message A good way to convey messages of educational value Mail campaigns are very mathematical, easy to determine results Most donors by mail will give as often as they are asked Lists of donors can be very powerful Lots of flexibility in package to reflect culture of the library You can contract out pieces of the process – opportunity costs

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Cons of Mail Programs

Competitive Cost-effectiveness is dependent on volume Can be perceived as impersonal Detail dependent Acquisitioning is expensive (unless you’re creative!) Mail campaigns that depend on volunteers can take a long time to

turn around

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A good fit for libraries?

The following statistics were gathered from a recent survey* of Canadian mail respondents:

70% of mail respondents are 65+ years of age women outnumber men 2 to 1 70+% have post-secondary education 59% attend religious service regularly 39% could surf from home, only 3% had ever made an online

donation 35% give to more than 20 charities in a year 46% are also volunteers, 80% of which give & volunteer for the

same organization

* “Taking the Donors’ Pulse”, by Fraser Green, CFRE, Front & Centre, May 2003, published by the Canadian Centre for Philanthropy

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Attitudes to Standard Upgrade Strategies:

Monthly-giving: – 97% indicated this it was unlikely they’d give on a monthly

basis Major gifts:

– 85% are not motivated by special recognition or gift clubs – they will respond to a clearly demonstrated need when they feel a larger contribution will make a substantive difference

Bequests: – 35% are open to the idea of a bequest, 53% have never been

solicited for one

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What Mal says Direct Mail will do for you -

Growth – Recruit new donors Involvement – Deepen relationships Visibility – Raise your public profile Efficiency – Increase income Stability – Diversify your funding base

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What determines success?

The List – 50% The Offer – 25% The Package – 15% The Art – 5% The Copy – 5%

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Other Influencing Factors for Success

Clear, consistent message Database Newsletter Annual schedule Diversified fundraising program

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Components of a Direct Mail Package

Outer Envelope Appeal Letter Enclosure or Lift Letter Premium Response Coupon Reply Envelope or Self-Mailer

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Outer Envelope

address information – window, label, hand-written return address information address correct request indicia, stamp or metered – bulk rate or first class special message, colour

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Appeal Letter Stationery Length “Air” – white space, easy to read Persuasive wording, urgency Style and tone Typed, printed or computer generated Request for specific amount Underlining, highlighting Signature PS

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Enclosure or Lift Letter

Reprinted newspaper article Special appeal Personal note Photo and message

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Premium

gift – calendar, address labels, cards promotion – lottery tickets, joke

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Response Coupon

Preprinted donor information Gift-amount options/Gift array Gift club, monthly donation options Request for information – mention in wills,

organizational information Free-standing or tear-off

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Business Reply Envelope (BRE) or Self-Mailer

Preprinted address Postage paid Space for return address Combined response form and envelope

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What aspects will influence success?Personalize the letters as much as possible Hand-written – PS, signature, salutation Live stamp Note card size

As few barriers as possible Reply envelope, postage paid Free-standing response coupon

Cost-effectiveness Telephone follow up

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Starting a Mail Program

Getting a list – standard ways to acquisition from scratch Convert event attendees – sign up lists, business card drops Opt in programs – collecting names and emails Past donors – capital campaigns, memorial programs Ad mail Coupon or promotion Insert appeal letter in another mailing Reciprocal exchange Patron database – permission-based

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Starting a Mail Program – Barrie Public Library

Why did we opt to do it? How does it fit into our fundraising programme? Starting your list from scratch Using your patron database Board “on board”

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Questions?

Ann’s email: aandrusyszyn@city.barrie.on.ca Rob’s email: rlavery@sols.org