Direct Mail basics for fundraisers

1. Money in the Mail ‘ How to’ of Direct Mail! Presented by Anup Tiwari, Director-Asia, Fund Development & Communications, SOS Children’s Villages International & Yogesh Aggarwal, MD, Yellow Umbrella Direct Mail Clinic; 21st SAFRW 2010, Agra, India

2. Part 1: Introduction to Direct Mail (45 minutes)

3. How long has the Direct Mail been around? 800 Years ago by Eihei Dogen

4. Probably the oldest Fundraising Direct Mail Source: Exhibit by Mal Warwick on www.sofii.org

5. Direct Mail Now- butt of jokes

7. But still Direct Mail continues to deliver

8. Acquiring Donors What can you use Direct Mail for - 1

9. What can you use Direct Mail for - 2 Retaining Donors

10. What can you use Direct Mail for - 3 Converting Donors

12. Envelope also Communicates

15. Key direct mail tactics Long V/s Short

17. Key direct mail tactics - Personalisation

18. Underlining Post Script Questioning Key direct mail tactics

19. Lift or Endorsement Letter Key direct mail tactics

20. Address Labels visible from back of envelope Premiums Key direct mail tactics

21. ORS Sachet in a package asking money for saving children Key direct mail tactics

22. Key direct mail tactics Plastic sheet

23. Key direct mail tactics

24. Key direct mail tactics

25. Measuring success of Direct Mail 1 Response Rate

26. Measuring success of Direct Mail 2

27. Measuring success of Direct Mail 3 Long-term value of donors

28. Coding Your Direct Mail

29. Getting ready to send

30. Manual Mail Insertion

31. Mechanical Mail Insertion

32. Franking

33. Mail Sorting Zip or Pin Code

34. Using Postal Services

35. Using Courier Services

36. Unaddressed home drops

37. Always Seed Your Mail!

38. Part 2: Direct Mail Pros & Cons (10 minutes)

43. Part 3: Choosing Databases- fluke or science (20 minutes)

45. Your First Appeal Data Selection

46. First Date

47. Things Not Done Well Have An Everlasting Impression

48. Good Date Bad Date

49. Good Data Bad Data

50. Selecting Database

51. Art or Science

52. Locating Databases may be an Art But Using them is a Definite Science

53. Proprietary Data

54. I am Well Kept & Protected

55. Compiled Lists

56. List Owners

57. List brokers

58. List vendors

59. Using lists

60. Testing lists

61. Picking up a small sample

62. How big should a test be?

63. The concept of random selection

64. No creaming while testing

65. The concept of partial rollouts

66. Part 4: Direct Mail Responses A list owners perspective (30 minutes)

67. By Yogesh Aggarwal Global Business Director Yellow Umbrella Group The Direct Mail Era

77. Database options and surrogates Segment Surrogate By Occupation CEO/MD General Manager + Business Heads By Ownership Honda City + cars Mutual fund owners of High value By Business Directors , Proprietors By Credit Credit Limit 1.5 Lakh + By Residence Residents to Premium localities By Age High Networth + Age > 40 By Ability to spend High value shoppers High value donors

82. Part 5: The Fundraising Stretch (10 minutes)

84. Part 6: Choosing Media- Direct Mail v/s email/sms/telephone (25 minutes)

85. By Yogesh Aggarwal Global Business Director Yellow Umbrella Group Media Comparison

87. Mathematics Mail Size Cost Total cost Response percentage Response Cost to acquire Email 100000 0.4 40000 0.03% 30 1333 SMS 100000 0.2 20000 0.020% 10 2000 Direct Mail 100000 6 600000 0.7% 700 857 Tele Call 100000 6 600000 1% 500 1200

88. Choosing Media Advantage Disadvantage Email Faster and cheaper for tests Primarily reaches to value seekers Doesn’t covers most of wealthy Has limited shelf life Reach is limited to individual to whom it is sent Tele calling More persuasive Negative Image Slow reach Doesn’t reach welthy DND SMS Fast & cheaper Negligible shelf life Not enough space to communicate Doesn’t reach wealthy DND

89. Direct Mail Facts Advantage Disadvantage Reaches ALL High Initial Cost Lot of space to communicate Cuts clutter No DND issues Helps build brand Read by multiple people at home

93. Part 7: Tips on writing a Direct Mail Letter (20 minutes)

94. Writing a direct mail letter

95. Messages that stick S U C C S E imple nexpected oncrete redible motional tories

96. Don’t we on your copy

97. Power of You

98. Tell a story

101. A human interest story

103. With a before & after

104. In a first person account

105. Short Sentences

106. Language

107. Story with a ‘still unfulfilled need’

108. Pitch a small & urgent gap

109. Key direct mail tactics

111. Happy Mailing For more information visit www.FundraisingAsia.org

112. Thank you