The Secret to a Successful Direct Mail Campaign

Nonprofit Hub

Wednesday, April 22, 201511:30 a.m. CST

Today’s Presenters

•Who we are

•Intro to today’s webinar

Giving Tree Associates

Tip #1

•When to begin

•How much time to build in

Create a Timeline

•Preparing your list

•List expansion

•Quotes from vendors

•Writing the letter

•Creating collateral materials

•Printing

What to Include•Assembling

•Note writing

•Online donations

•Electronic campaign

•Acknowledgments

•Etc.

Structuring Your Timeline

Tip #2 Personalize

•Personalize, personalize and personalize!

Personalize

•Personalize, personalize and personalize!

•Include personal hand written notes

Personalize

Karla,

I hope you will join me in supporting IMD Guest House this year. Your support means this world to us!

Warmly, Julie

Hi Stacy,As you may know, Giving Tree is near and dear to me. I hope you will join me in supporting the organization this year. Wishing you a happy holiday.Warmly, Julie Apple

Hi Stacy,Thank you so much for your past support of Giving Tree. It means the world to us. We hope you will continue your contribution this year. Wishing you a happy holiday season and new year!Best, Julie Apple

•Personalize, personalize and personalize!

•Include personal hand written notes

•Personalize your collateral materials

Personalize

Tip #3

Messaging

•Tell a story

Messaging

Strong Opening Line

•Tell a story

•Show impact

Messaging

Show Your Impact

Prove Their Dollar Matters

•Tell a story

•Show impact

•Make a direct and specific call to action

•Include a photo

•Blog post on messaging and content

Messaging

List Preparation and

Expansion

Tip #4

•Segmenting your list

•Adding names

•Updating and/or cleaning data

•Sort list by leadership contact

List Preparation and Expansion

Tip #5 Postage

•Nonprofit postage permit

•USPS nonprofit prices here

•Obtaining a nonprofit postage permit here

•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

•Assembling the mailing: in-house vs. mailhouse

•Blog post on printing and mail house

Printing and Mailhouse

E-campaign

Tip #7

•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 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 vs. giving personal thanks

•Timely acknowledgment and personal thank you outreach

•Who to include in the thank you process

Acknowledgments and Giving

Thanks

Q and A’sQ and A’s

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

Amy Schiffman amy@givingtreeassociates.com

Lisa Sheridanlisa@givingtreeassociates.com

www.givingtreeassociates.com