Money in the Mail

Presented by Anup Tiwari, Director-Asia, Fund Development & Communications

SOS Children’s Villages International

Presented by Anup Tiwari, Director-Asia, Fund Development & Communications

SOS Children’s Villages International

SAFRG Master Class, Oct. 30, 2010

SAFRG Master Class, Oct. 30, 2010

Low Cost Acquisition 1Low Cost Acquisition 1

Part 1: The Fundraising Stretch

Scottish Fundraising Guru’s tip on “How to Ask”– Recruit donor, retain donor, convert to major donor– Ask at least 3 times in a letter

Finlay Craig’s Fundraising Stretch

Part 2: Introduction to Direct Mail

How long has the Direct Mail been around?

800 Years ago by Eihei

Dogen

800 Years ago by Eihei

Dogen

Probably the oldest Fundraising Direct Mail

Source: Exhibit by Mal Warwick on www.sofii.orgSource: Exhibit by Mal Warwick on www.sofii.org

Direct Mail Now- butt of jokes

But still Direct Mail continues to deliver

Envelope Letter Endorsement or Lift Letter or Lift photo /

leaflet Donation Coupon (Premiums &Mission Premiums) Business Reply Envelope

Key direct mail tactics

Key direct mail tactics - Personalisation

Underlining

Post Script

Questioning

Key direct mail tactics

Key direct mail tactics

Address Labels visible from back

of envelope

Key direct mail tactics

Key direct mail tactics

Key direct mail tactics

Plastic sheetPlastic sheet

Key direct mail tactics

Key direct mail tactics

Part 3: Tips on writing a Direct Mail Letter

Writing a direct mail letterWriting a direct mail letter

Messages that stick

S

U

C

C

S

E

implenexpectedoncrete

rediblemotionaltories

Tell a storyTell a story

A human interest story

With a before & after

In a first person account

Short Sentences

LanguageLanguage

Story with a ‘still unfulfilled need’

Pitch a small & urgent gap

Key direct mail tactics

Part 4: Getting ready to send Direct Mail Letter

Coding Your Direct Mail

Coding Your Direct Mail

Getting ready to sendGetting ready to send

Manual Mail InsertionManual Mail Insertion

Mechanical Mail InsertionMechanical Mail Insertion

FrankingFranking

Mail Sorting Zip or Pin CodeMail Sorting Zip or Pin Code

Using Postal ServicesUsing Postal Services

Using Courier ServicesUsing Courier Services

Always Seed Your Mail!Always Seed Your Mail!

Part 5: Direct Mail Pros & Cons

Number of new donors brought in

• Does Direct Mail bring in More Donors as Compared to Other Methods?

Average Donation brought in

• Do Direct Mail Donors Give More or Not as Compared with Other Methods?

Quality of donors

• Do Direct Mail Acquired Donors Stay Longer or Not?

Scalability

• Can Number of Direct Mailers to be Sent Increased Quickly as per the Need?

Happy MailingHappy Mailing

For more information visit www.FundraisingAsia.orgFor more information visit www.FundraisingAsia.org