Does it Still Work?
Why I Love Coming To District VIII
BLUE 6” RED 12” BLACK 18”
Direct Mail: Does It Still Work?
2014 CASE District VIII Conference , Vancouver
2013 Survey of Annual Giving Professionals Primary Source of Revenue 74% Direct Mail 18% Calling Center 8% Online
Primary Source of Donors 61% Direct Mail 31% Calling Center 8% Online
Goals For Today • Review The Three Critical Components Of A Successful Direct Marketing Program • Have You Thinking Differently Than When You Arrived • Provide You With At Least One Nugget Of Information You Can Easily Implement To Improve Your Results
Trick Question
How Many People Do You Mail To?
Three Essential Keys To Success
1. Your List: Who Are They / Where Are They?
2. Your Offer: What Would Don Corleone Say? 3. Your Copy/Graphics: Write To People
What Do They… See When Your Mail Arrives?
Nothing Happens ‘til They Open It The envelope has 2 jobs: • get delivered • get opened
Writing Effective Copy
Do you write to get it approved? Write the way you talk! Your letter should: • engage in the opening • explain why they’ll benefit • call for action • include a P.S.
Writing Effective Copy The Most Important Word In Direct Mail?
YOU vs. I
Why Do We Always Say… “Your Gift”?
Do You Provide Benefits or Features? Your Message Should Be Driven By: • flattery • greed • exclusivity • anger • guilt • salvation • patriotism • fear
Using Proven Techniques to Improve Results Teaser Asking For A Gift? You/Your vs. I/We 17 vs. 6
Use A Window Envelope?
Individual Messaging
Giving History Giving Designations
Bold Face Type An Effective P.S.
Aggressive Ask Strategy
The Results?
FY’13President’s Circle FY’14 President’s Circle FY’13Upgrade FY’14 Upgrade
$80,305 $143,585 $64,640 $106,244
66 gifts 109 gifts 262 gifts 432 gifts
3.41% 5.65% 4.41% 5.14%
Testing • Why Test: because we can’t afford to guess
• What To Test: EVERYTHING • packages • timing • copy • color • offers • ask amounts • premiums • personalization • When To Test: whenever possible
50% Of File: Teaser vs. No Teaser
Test File
Pieces # of Gift Mailed: Gifts: Response Amount Avg. Gift
Lybunts: w/Teaser
550
97
17.64%
$9,165 $94.48
Lybunts: No Teaser
550
73
13.27%
$5,940 $81.37
Sybunts: w/Teaser
926
34
3.67%
$3,865 $113.68
Sybunts: No Teaser
924
17
1.84%
$1,970 $115.88
Testing: Gift Arrays UGA College of Education Ask Amounts If last gift is: ask #1 ask #2 ask #3 < $25 25 35 50 25-39 40 50 60 40-49 50 60 75 50-74 75 85 100 100 125 Last Gift75-99 x % (Most Recent; MRx120%; MRx150% 314 26 150 $2,073 100-124 1. Last 125 Gift x % 135 150 125-149 150 160 175 2. Last Gift x % plus Arrow Last Gift x % (Most Recent; MRx120%;MRx150%); 150-174 175 185 200 2nd Amt Bold with arrow/ “this will help so much” 314 12 $975 175-199 200 225 250 200-249 250 275 300 Last Gift250-299 Amount in range275 chart 314 20 $1,940 300 325 300-349 350 375 400 350-399 400 425 450 400-499 450 475 500 500-649 600 700 800 650-799 750 850 1000 800-999 1000 1250 1500 1000+
Lybunt Gift Array Test 3. Static Upgrade
$79.73
$81.25
$97.30
Oops!! Common Mistakes
Don’t Get Too Creative With Your Envelope Front
Back
John Q. Public 1 Main Street Anytown USA
Final Thoughts • Be Sure To Provide An Offer • Don’t Train Them To Ignore You • Utilize A Multi-Channel Strategy • Test Test Test
Did You Get Your Nugget? Paul Barry, President Perrone Group 781-848-2070 x 206 / [email protected]
BLUE 6” RED 12” BLACK 18”
Direct Mail: Does It Still Work?
2014 CASE District VIII Conference , Vancouver
2013 Survey of Annual Giving Professionals Primary Source of Revenue 74% Direct Mail 18% Calling Center 8% Online
Primary Source of Donors 61% Direct Mail 31% Calling Center 8% Online
Goals For Today • Review The Three Critical Components Of A Successful Direct Marketing Program • Have You Thinking Differently Than When You Arrived • Provide You With At Least One Nugget Of Information You Can Easily Implement To Improve Your Results
Trick Question
How Many People Do You Mail To?
Three Essential Keys To Success
1. Your List: Who Are They / Where Are They?
2. Your Offer: What Would Don Corleone Say? 3. Your Copy/Graphics: Write To People
What Do They… See When Your Mail Arrives?
Nothing Happens ‘til They Open It The envelope has 2 jobs: • get delivered • get opened
Writing Effective Copy
Do you write to get it approved? Write the way you talk! Your letter should: • engage in the opening • explain why they’ll benefit • call for action • include a P.S.
Writing Effective Copy The Most Important Word In Direct Mail?
YOU vs. I
Why Do We Always Say… “Your Gift”?
Do You Provide Benefits or Features? Your Message Should Be Driven By: • flattery • greed • exclusivity • anger • guilt • salvation • patriotism • fear
Using Proven Techniques to Improve Results Teaser Asking For A Gift? You/Your vs. I/We 17 vs. 6
Use A Window Envelope?
Individual Messaging
Giving History Giving Designations
Bold Face Type An Effective P.S.
Aggressive Ask Strategy
The Results?
FY’13President’s Circle FY’14 President’s Circle FY’13Upgrade FY’14 Upgrade
$80,305 $143,585 $64,640 $106,244
66 gifts 109 gifts 262 gifts 432 gifts
3.41% 5.65% 4.41% 5.14%
Testing • Why Test: because we can’t afford to guess
• What To Test: EVERYTHING • packages • timing • copy • color • offers • ask amounts • premiums • personalization • When To Test: whenever possible
50% Of File: Teaser vs. No Teaser
Test File
Pieces # of Gift Mailed: Gifts: Response Amount Avg. Gift
Lybunts: w/Teaser
550
97
17.64%
$9,165 $94.48
Lybunts: No Teaser
550
73
13.27%
$5,940 $81.37
Sybunts: w/Teaser
926
34
3.67%
$3,865 $113.68
Sybunts: No Teaser
924
17
1.84%
$1,970 $115.88
Testing: Gift Arrays UGA College of Education Ask Amounts If last gift is: ask #1 ask #2 ask #3 < $25 25 35 50 25-39 40 50 60 40-49 50 60 75 50-74 75 85 100 100 125 Last Gift75-99 x % (Most Recent; MRx120%; MRx150% 314 26 150 $2,073 100-124 1. Last 125 Gift x % 135 150 125-149 150 160 175 2. Last Gift x % plus Arrow Last Gift x % (Most Recent; MRx120%;MRx150%); 150-174 175 185 200 2nd Amt Bold with arrow/ “this will help so much” 314 12 $975 175-199 200 225 250 200-249 250 275 300 Last Gift250-299 Amount in range275 chart 314 20 $1,940 300 325 300-349 350 375 400 350-399 400 425 450 400-499 450 475 500 500-649 600 700 800 650-799 750 850 1000 800-999 1000 1250 1500 1000+
Lybunt Gift Array Test 3. Static Upgrade
$79.73
$81.25
$97.30
Oops!! Common Mistakes
Don’t Get Too Creative With Your Envelope Front
Back
John Q. Public 1 Main Street Anytown USA
Final Thoughts • Be Sure To Provide An Offer • Don’t Train Them To Ignore You • Utilize A Multi-Channel Strategy • Test Test Test
Did You Get Your Nugget? Paul Barry, President Perrone Group 781-848-2070 x 206 / [email protected]
