Rudy Van HalleFundraising alliance

21/03/2013

Direct Mailis not only about paper

2

database

DM

welcome + thank you letter magazine

events

retention

renewal membership

winback

attestation

Back to early 2012

3

56%

18%

3%

More than half of

FIRST donations

are triggered by

Face 2 Face contacts

13

8

2

37

40

11

10

3

25

50

14

9

3

15

59

15

9

5

6

65

Other

I don't know

Message via internet (email,

banner etc.)

Message on paper (folder, letter, etc.)

Encounter with a volunteer

(on the street, …

People aged >50 respond significantly higher to DMthan other ages

bpost – Omnibus March 2012 - Profacts

5

60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)

“Your (first) donation was triggered by?”

12

12

1

9

65

Base: only people who have already donated to an NGO

significant difference vs. total

First donations via Direct Mail generate higher gifts

indication

Message via paper Message online Face to face I don't know Other.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

< €40 %

40 EUR %

>€40 %

No donations in 2011 %

DNK %

7

8

Direct mail is a question of precision

The right offer at the right person at the right moment

No more one fits allLet your database do the job! What works for one segment does not work for another !

9

10

11

bpost – Omnibus March 2012 - Profacts 12

Do not only ask for the email

address

13

14

The choice of media

The right offer at the right person at the right moment

Sequencing : 1+1 = 3

15

16

Timing does not always have to come in the end

The right offer at the right person at the right moment

Create multichannel campaigns

17

18

What, why, how

The right offer at the right person at the right moment

No more one fits allLet your database do the job! What works for one segment does not work for another !

19

Welk bedrag gaven ze in het verleden?Sociale beïnvloeding ‘mensen zoals u geven XX euro’

Er werd al 50% of 67% opgehaald?

Griet Verhaert (U Gent)

20

A tear or a laugh?

The right offer at the right person at the right moment

21

The bubble in the envelope

Source : DSC 2011 22

The power of stamps and hand written caracters

The proof of the pudding is in the eating

Source : Hans Reichard 23

24

Installed base Conversion Average

donationFrequence of giving churn Win back

Media & communities

dedicated to help

NGO’sin developing

their goodcauses