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Did you know that 40% of all giving happens in the month of December? A thoughtful and well crafted year end appeal can help increase the revenue your organization generates during the height of this year’s giving season. Whether you have your planning underway or have yet to begin, join Giving Tree’s Amy Schiffman, Lizzy Sternberg and Lisa Sheridan to learn best practices in preparing for and maximizing the return on your direct mail campaign. Learning Objectives: The webinar will focus on campaign planning and execution in the following areas: Timeline creation List preparation and expansion Messaging and content Design and layout of collateral Personal notes Printing, mail house and postage e-campaign Preparing your team and resources Acknowledging donors and notifying your team Time will be given for a lively Q&A session. About the presenters: Amy Schiffman Since founding Giving Tree Associates in 2008, Amy Schiffman has helped her clients to raise tens of millions of dollars via public and private funding sources. As a principal of the firm, Amy manages annual, capital and endowment campaigns, facilitates board leadership development and solicitation training workshops, builds strategic plans, develops communication strategies, and recruits professional leadership. Lizzy Sternberg Lizzy Sternberg joined Giving Tree Associates in 2009 and plays a pivotal role in revenue development and strategic planning for Giving Tree clients. Her expertise in event planning, annual campaign management, volunteer leadership and training, software implementation and data management allows her clients to build successful strategies and exceed fundraising goals. Lizzy is Giving Tree’s in-house expert on donor and event management software and has successfully transitioned dozens of clients to new platforms. She also has strong experience leading the fundraising assessment process and partnering with GTA principals on campaign planning. Lizzy supervises the firm’s Associate Consultant team with a strong client-based approach to project management. Lisa Sheridan Lisa Sheridan joined Giving Tree Associates in 2012 and specializes in event management, database research and implementation, data configuration, board recruitment and annual campaign management. Lisa’s guidance allows clients to build the sustainable infrastructures, processes and strategies to successfully meet and exceed their fundraising goals. Lisa collaborates with volunteers and staff to execute campaign strategy and mentors new members of the Giving Tree team.
Citation preview
The Secret to a Successful Direct Mail Campaign
10/30/14 1pm EDT
The presentation will begin shortly.
Before We Get Started3
This presentation is being recorded!
The recording and slides will be emailed to you later this afternoon.
Please chat in any questions for our guest. We will answer them in the formal Q&A session
at the end of the presentation.
For higher-‐quality audio, please dial in by phone.
3
Today’s Guests3
Amy Schiffman
Lizzy Sternberg
Lisa Sheridan
Giving Tree Associates
•Who we are
Giving Tree Associates
•Who we are
•Intro to Today’s Webinar
Giving Tree Associates
Tip #1
Tip #1
Create a Timeline
•When to begin
Create a Timeline
•When to begin
•What to include
Create a Timeline
•When to begin
•What to include
•How to determine timing
Create a Timeline
Prepping for Your Timeline
•Staff review and preparation
Prepping for Your Timeline
•Staff review and preparation
•Mail house or print shop
Prepping for Your Timeline
•Staff review and preparation
•Mail house or print shop
•Manual coordination
Prepping for Your Timeline
•Staff review and preparation
•Mail house or print shop
•Manual coordination
•Personal notes
Prepping for Your Timeline
Structuring Your Timeline
Tip #2 Messaging
and Content
Messaging and Content
•Personalize, personalize and personalize!
Messaging and Content
•Personalize, personalize and personalize!
•Targeted Messaging
Messaging and Content
•Personalize, personalize and personalize!
•Targeted Messaging
•Tell a story
Messaging and Content
•Personalize, personalize and personalize!
•Targeted Messaging
•Tell a story
•Include a photo
Messaging and Content
•Personalize, personalize and personalize!
•Targeted Messaging
•Tell a story
•Include a photo
•Make a direct and specific ask
Messaging and Content
•Personalize, personalize and personalize!
•Targeted Messaging
•Tell a story
•Include a photo
•Make a direct and specific ask
•Blog post on messaging and content
Messaging and Content
Strong Opening Line
Show Your Impact
Prove Their Dollar Matters
•Personalize, personalize and personalize!
•Targeted Messaging
•Tell a story
•Include a photo
•Make a direct and specific ask
•Blog post on messaging and content
Messaging and Content
Tip #3
List Preparation and Expansion
Tip #3
List Preparation and Expansion
•Segmenting your list
List Preparation and Expansion
•Segmenting your list
•Adding names
List Preparation and Expansion
•Segmenting your list
•Adding names
•Updating and/or cleaning data
List Preparation and Expansion
•Segmenting your list
•Adding names
•Updating and/or cleaning data
•Sort list by leadership contact
List Preparation and Expansion
Tip #4
Design and Layout
Tip #4
•Update your letterhead
Design and Layout
•Update your letterhead
•Customize your pledge cards
Design and Layout
•Update your letterhead
•Customize your pledge cards
•Include personal notes
Design and Layout
Tip #5 Postage
Postage
•Nonprofit postage permit
•USPS nonprofit prices here
Postage
•Nonprofit postage permit
•USPS nonprofit prices here
•First Class mail
Postage
•Nonprofit postage permit
•USPS nonprofit prices here
•First Class mail
•Standard mail
Postage
PostageType of Postage Minimum Number of
Pieces of MailExpected Delivery Time Total Expected Cost
Based on 1,000 pieces
First Class 500 2-4 days $406
Standard 200 7-10 days $279
Nonprofit 200 7-10 days $161
•Learn more about applying for a nonprofit postage authorization here
PostageType of Postage Minimum Number of
Pieces of MailExpected Delivery Time Total Expected Cost
Based on 1,000 pieces
First Class 500 2-4 days $406
Standard 200 7-10 days $279
Nonprofit 200 7-10 days $161
Postage
•Weigh a sample of your mailing before purchasing postage
Postage
•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
Printing and Mailhouse
•Do your homework: get quotes
•Assembling the mailing: in-house vs. mailhouse
Printing and Mailhouse
•Do your homework: get quotes
•Assembling the mailing: in-house vs. mailhouse
•Blog post on printing and mail house
Printing and Mailhouse
E-campaignTip #7
E-campaign
•Assemble an e-blast version of the direct mail piece with slightly different content
E-campaign
•Assemble an e-blast version of the direct mail piece with slightly different content
•Link to the donation page
E-campaign
•Assemble an e-blast version of the direct mail piece with slightly different content
•Link to the donation page
•Use of images
E-campaign
•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
E-campaign
•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 Your Team and Resources
•Prepare staff for calls and questions
Prepare Your Team and Resources
•Prepare staff for calls and questions
•Prepare the database
Prepare Your Team and Resources
•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 and Giving Thanks
•Acknowledgments vs. giving personal thanks
Acknowledgments and Giving Thanks
•Acknowledgments vs. giving personal thanks
•Timely acknowledgment and personal thank you outreach
Acknowledgments and Giving Thanks
•Acknowledgments vs. giving personal thanks
•Timely acknowledgment and personal thank you outreach
•Who to include in the thank you process
Acknowledgments and Giving Thanks
Questions?
Thank you for joining today’s webinar. Please contact us with any questions:
Amy Schiffman [email protected]
Lizzy Sternberg
Lisa [email protected]
www.givingtreeassociates.com
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Kirsten Bullock, CFRE, MBA
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