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The Secret to a Successful Direct Mail Campaign 10/30/14 1pm EDT The presentation will begin shortly.

The Secret to a Successful Direct Mail Campaign

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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.

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Page 1: The Secret to a Successful Direct Mail Campaign

The  Secret  to  a  Successful  Direct  Mail  Campaign

10/30/14  1pm  EDT  

The  presentation  will  begin  shortly.

Page 2: The Secret to a Successful Direct Mail Campaign

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.

Page 3: The Secret to a Successful Direct Mail Campaign

3

Page 4: The Secret to a Successful Direct Mail Campaign

Today’s  Guests3

Amy  Schiffman  

Lizzy  Sternberg  

Lisa  Sheridan

Page 5: The Secret to a Successful Direct Mail Campaign

Giving Tree Associates

Page 6: The Secret to a Successful Direct Mail Campaign

•Who we are

Giving Tree Associates

Page 7: The Secret to a Successful Direct Mail Campaign

•Who we are

•Intro to Today’s Webinar

Giving Tree Associates

Page 8: The Secret to a Successful Direct Mail Campaign

Tip #1

Page 9: The Secret to a Successful Direct Mail Campaign

Tip #1

Page 10: The Secret to a Successful Direct Mail Campaign

Create a Timeline

Page 11: The Secret to a Successful Direct Mail Campaign

•When to begin

Create a Timeline

Page 12: The Secret to a Successful Direct Mail Campaign

•When to begin

•What to include

Create a Timeline

Page 13: The Secret to a Successful Direct Mail Campaign

•When to begin

•What to include

•How to determine timing

Create a Timeline

Page 14: The Secret to a Successful Direct Mail Campaign

Prepping for Your Timeline

Page 15: The Secret to a Successful Direct Mail Campaign

•Staff review and preparation

Prepping for Your Timeline

Page 16: The Secret to a Successful Direct Mail Campaign

•Staff review and preparation

•Mail house or print shop

Prepping for Your Timeline

Page 17: The Secret to a Successful Direct Mail Campaign

•Staff review and preparation

•Mail house or print shop

•Manual coordination

Prepping for Your Timeline

Page 18: The Secret to a Successful Direct Mail Campaign

•Staff review and preparation

•Mail house or print shop

•Manual coordination

•Personal notes

Prepping for Your Timeline

Page 19: The Secret to a Successful Direct Mail Campaign

Structuring Your Timeline

Page 20: The Secret to a Successful Direct Mail Campaign

Tip #2 Messaging

and Content

Page 21: The Secret to a Successful Direct Mail Campaign

Messaging and Content

Page 22: The Secret to a Successful Direct Mail Campaign

•Personalize, personalize and personalize!

Messaging and Content

Page 23: The Secret to a Successful Direct Mail Campaign

•Personalize, personalize and personalize!

•Targeted Messaging

Messaging and Content

Page 24: The Secret to a Successful Direct Mail Campaign

•Personalize, personalize and personalize!

•Targeted Messaging

•Tell a story

Messaging and Content

Page 25: The Secret to a Successful Direct Mail Campaign

•Personalize, personalize and personalize!

•Targeted Messaging

•Tell a story

•Include a photo

Messaging and Content

Page 26: The Secret to a Successful Direct Mail Campaign

•Personalize, personalize and personalize!

•Targeted Messaging

•Tell a story

•Include a photo

•Make a direct and specific ask

Messaging and Content

Page 27: The Secret to a Successful Direct Mail Campaign

•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

Page 28: The Secret to a Successful Direct Mail Campaign

Strong Opening Line

Page 29: The Secret to a Successful Direct Mail Campaign

Show Your Impact

Prove Their Dollar Matters

Page 30: The Secret to a Successful Direct Mail Campaign

•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

Page 31: The Secret to a Successful Direct Mail Campaign

Tip #3

Page 32: The Secret to a Successful Direct Mail Campaign

List Preparation and Expansion

Tip #3

Page 33: The Secret to a Successful Direct Mail Campaign

List Preparation and Expansion

Page 34: The Secret to a Successful Direct Mail Campaign

•Segmenting your list

List Preparation and Expansion

Page 35: The Secret to a Successful Direct Mail Campaign

•Segmenting your list

•Adding names

List Preparation and Expansion

Page 36: The Secret to a Successful Direct Mail Campaign

•Segmenting your list

•Adding names

•Updating and/or cleaning data

List Preparation and Expansion

Page 37: The Secret to a Successful Direct Mail Campaign

•Segmenting your list

•Adding names

•Updating and/or cleaning data

•Sort list by leadership contact

List Preparation and Expansion

Page 38: The Secret to a Successful Direct Mail Campaign

Tip #4

Page 39: The Secret to a Successful Direct Mail Campaign

Design and Layout

Tip #4

Page 40: The Secret to a Successful Direct Mail Campaign

•Update your letterhead

Design and Layout

Page 41: The Secret to a Successful Direct Mail Campaign
Page 42: The Secret to a Successful Direct Mail Campaign

•Update your letterhead

•Customize your pledge cards

Design and Layout

Page 43: The Secret to a Successful Direct Mail Campaign
Page 44: The Secret to a Successful Direct Mail Campaign
Page 45: The Secret to a Successful Direct Mail Campaign

•Update your letterhead

•Customize your pledge cards

•Include personal notes

Design and Layout

Page 46: The Secret to a Successful Direct Mail Campaign

Tip #5 Postage

Page 47: The Secret to a Successful Direct Mail Campaign

Postage

Page 48: The Secret to a Successful Direct Mail Campaign

•Nonprofit postage permit

Postage

Page 49: The Secret to a Successful Direct Mail Campaign

•Nonprofit postage permit

•USPS nonprofit prices here

Postage

Page 50: The Secret to a Successful Direct Mail Campaign

•Nonprofit postage permit

•USPS nonprofit prices here

•First Class mail

Postage

Page 51: The Secret to a Successful Direct Mail Campaign

•Nonprofit postage permit

•USPS nonprofit prices here

•First Class mail

•Standard mail

Postage

Page 52: The Secret to a Successful Direct Mail Campaign

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

Page 53: The Secret to a Successful Direct Mail Campaign

•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

Page 54: The Secret to a Successful Direct Mail Campaign

Postage

Page 56: The Secret to a Successful Direct Mail Campaign

•Weigh a sample of your mailing before purchasing postage

•Blog post on determining your postage needs

Postage

Page 57: The Secret to a Successful Direct Mail Campaign

Printing and Mailhouse

Tip #6

Page 58: The Secret to a Successful Direct Mail Campaign

•Do your homework: get quotes

Printing and Mailhouse

Page 59: The Secret to a Successful Direct Mail Campaign

•Do your homework: get quotes

•Assembling the mailing: in-house vs. mailhouse

Printing and Mailhouse

Page 60: The Secret to a Successful Direct Mail Campaign

•Do your homework: get quotes

•Assembling the mailing: in-house vs. mailhouse

•Blog post on printing and mail house

Printing and Mailhouse

Page 61: The Secret to a Successful Direct Mail Campaign

E-campaignTip #7

Page 62: The Secret to a Successful Direct Mail Campaign
Page 63: The Secret to a Successful Direct Mail Campaign

E-campaign

Page 64: The Secret to a Successful Direct Mail Campaign

•Assemble an e-blast version of the direct mail piece with slightly different content

E-campaign

Page 65: The Secret to a Successful Direct Mail Campaign

•Assemble an e-blast version of the direct mail piece with slightly different content

•Link to the donation page

E-campaign

Page 66: The Secret to a Successful Direct Mail 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

Page 67: The Secret to a Successful Direct Mail 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

Page 68: The Secret to a Successful Direct Mail 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

Page 69: The Secret to a Successful Direct Mail Campaign

Prepare Your Team and Resources

Tip #8

Page 70: The Secret to a Successful Direct Mail Campaign

Prepare Your Team and Resources

Page 71: The Secret to a Successful Direct Mail Campaign

•Prepare staff for calls and questions

Prepare Your Team and Resources

Page 72: The Secret to a Successful Direct Mail Campaign

•Prepare staff for calls and questions

•Prepare the database

Prepare Your Team and Resources

Page 73: The Secret to a Successful Direct Mail Campaign

•Prepare staff for calls and questions

•Prepare the database

•Build an easy-to-run report for updates to leadership

Prepare Your Team and Resources

Page 74: The Secret to a Successful Direct Mail Campaign

Acknowledgments and Giving Thanks

Tip #9

Page 75: The Secret to a Successful Direct Mail Campaign

Acknowledgments and Giving Thanks

Page 76: The Secret to a Successful Direct Mail Campaign

•Acknowledgments vs. giving personal thanks

Acknowledgments and Giving Thanks

Page 77: The Secret to a Successful Direct Mail Campaign

•Acknowledgments vs. giving personal thanks

•Timely acknowledgment and personal thank you outreach

Acknowledgments and Giving Thanks

Page 78: The Secret to a Successful Direct Mail Campaign

•Acknowledgments vs. giving personal thanks

•Timely acknowledgment and personal thank you outreach

•Who to include in the thank you process

Acknowledgments and Giving Thanks

Page 79: The Secret to a Successful Direct Mail Campaign

Questions?

Page 80: The Secret to a Successful Direct Mail Campaign

Thank you for joining today’s webinar. Please contact us with any questions:

Amy Schiffman [email protected]

Lizzy Sternberg

[email protected]

Lisa [email protected]

www.givingtreeassociates.com

Page 81: The Secret to a Successful Direct Mail Campaign

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Page 82: The Secret to a Successful Direct Mail Campaign

Next  (free!)  webinar:  

From  Resistant  to  Resourceful:  A  Collaborative  Approach  to  Engaging  Your  Board  in  

Fundraising  

Kirsten  Bullock,  CFRE,  MBA  

11/6  -­‐  1pm  eastern

https://bloomerang.co/resources/webinars