Proven Practices in Fundraising Webinar Proven Practices in Fundraising Webinar Proven Practices in Fundraising Webinar PLANNING & EXECUTING DIRECT MAIL ACQUISITION
Presented by: Virginia Dambach Dambach & more vdambach@qwestoffice.net 701-293-7281 Hosted by: Sarah Tron Allegiance Software, Inc. webinars@allegiancesoftware.com 800-858-7654
Why Acquisition Direct Mail? Build Your Donor File More members = more add gifts Reduce Churn Longevity is key to stable income flow and planned giving Increase Renewal Rate Direct mail acquired donors renew at higher rates Build Loyalty Direct mail acquired donors stay active longer than pledge or web acquired donors Cost Effective Initial mailing breaks even; subsequent mailings generate net revenue Grow Member File The more active accounts on file, the more money you’ll raise from renewals, add gifts, and sustainers.
The Proof is in the Math 1 st Year Renewal Acquisition Multi Year % acquired in Method Rate Renewal Rate 2000 still giving Mail 56% 74% 39% On-Air 36% 69% 24% Web 48% 66% 25%
Acquisition Mail Timing Should drop within 10 -14 days of pledge drive/sharathon start date. • Serves as a multi-media approach to membership marketing. • Mail reinforces on-air pledge messages • On Air pledge messages reinforce mail • Both mail and on-air reinforce email messages • On-air drives, email appeals and direct mail letters stimulate web • responses!
Secrets of Success 90% of your success depends on: Getting the Appeal in the Mail on time 1. Mailing to the right lists! 2. Lapsed donors from your own file a) Traded lists with area non-profits that share the same b) values/audience Purchased subscription and donor lists c)
Evaluating Acquisition Lists • Balance between types – i.e. subscription, donor, compiled, Type of List local trade Shares target demographic Proven performance for other non-profits Average gift level $25+ Active in the past 12-14 months
Ground Rules for Lists • Assign each list a unique code to track results by list • Names are rented for a one-time use only and must be mailed within the approved date range • May not load names into station’s database • Can do follow-up 2 nd drop mailing to multi-buyer names (names that appear on more than one list)
Finding Lists Use a List Broker (provides names only) • Greater Public List Co-op (must be a GP member) • Names in the News Use a Full Service Agency (provides names, proven copy, performs mail merge, prints, mails) • DMW • Carl Bloom • Greater Public Mail Production Collaborative
Acquisition Basics Exchange/Trade lists with other Non Profits • If you don’t exchange member lists, trade underwriting for one time use of their list • Have a written agreement when you trade lists (sample in handout) • Rent Lists • Be aware of list minimum penalties • You pay for the gross # of names delivered, not the number you mail to • Remember to merge/purge against your current member list • If you don’t find dups when you merge/purge, it’s NOT a good list for you • The more dups you find, the BETTER the list •
A Successful Acquisition Effort • Brings new members to the file • Comes close to break even • Results in additional gift giving • Increases renewal results • Strengthens your file by extending the lifetime value (number of years a member stays on the file)
Timeline for Acquisition • Acquisition does NOT turn on a dime… • Work backward from on-air drive dates to allow lead time for vendors and service providers – list rental company, merge purge processor, printer, mailer. • Write/Secure/Approve direct mail letter copy, response device etc.
Direct Mail Conventions Those things that have been tested and proven to generate higher response rates and/or higher gift levels. 12 pt type or larger Conversational style Ask on the first page Ragged right margins Specific Suggested Ask Amounts P.S. with a “call to action”
What Does the Mailing Include? • White, window envelope with station return Carrier Envelope address • One page (front and back ok if needed to tell Letter Appeal the story) using Direct Mail Conventions Response Device • Separate card or perforated slip attached to w/campaign source code letter bottom Return Courtesy • Pre-addressed to station but not stamped Envelope
Sample Carrier Envelope
Courtesy Reply Envelope
Appeal Letter Structure
Mail Conventions Observed
But What do You SAY? Speak to “you” instead of “everyone” or “our supporters” Declare, don’t ask Is today the day to make your contribution? Vs Make your • contribution today. Did you know WDEI provides the only xxxx in the valley? vs • WDEI provides the only xxxxx. Questions invite discussion. Answers invite action.
Little Words, Big Difference Instead of IF you contribute today… • IF you give, we’ll… • Use WHEN you make your contribution today • WHEN you give, we’ll… • Using WHEN rather than IF assumes that the person will take action.
Keep them at YES • We make assumptions –“ we know how much you value this station…” • We ask questions –“ Don’t you believe that…?” “Didn’t you just love …?” Avoid thinking you know what people believe, don’t ask questions when you may not want to hear the answer. • Make clear, passionate and declarative statements. This will get you closer to YE$!
10 Awesome Things 1. Make a list of ten awesome things your organization does 2. Share your list with at least three people and “ cross pollinate” 3. Develop your list and use the words, phrases and key ideas every time you write. Repetition of your basic story builds emotion and connection…It delivers POWER to drive ACTION
Response Device Must be either a separate card or a perforated form to separate from the letter Must include: Name and address of donor/prospect An “ask string” with suggested giving amounts Credit Card payment option Ask for email address and phone Include a source code
A GOOD Response Device
Determining Order Quantity How many pieces should I mail? As a rule of thumb, you should be able to get good, • qualified names for about 2.5% of the coverage area household population. Order as many qualified names as you can afford to. •
Merge Purge Processing IF you’ve never done acquisition mail, order at least 25% MORE names than you plan to actually mail to • You will already have some names on your active file • Some people will appear on more than one list IF you HAVE done Acquisition mail in the past, find out from your merge/purge processor what the merge/purge rates have been on the past several mailings. • Order THAT % more names – average is 20 - 40%
Source Coding for Data Tracking Keep it simple • Keep it consistent • Q0216Alz (Alzheimer's Disease Association) • Q0216 ADL (Anti-Defamation League) • Type = Q (Acquisition ) (A=Add Gift, L=Lapsed/Rejoin, R=Renewal) • Timing = MM/YY • List Name = unique code that your software can track • Variation on list name is easiest to “read” • Alpha/Numeric codes work fine, you just have to use a table to • interpret
Projecting Response • 0.5% is the national average for acquisition mail response. • Goal is to generate1% response rate. If you have never done acquisition direct mail you could • get rates at 2% and higher. • You get what you ask for. The average gift of all gifts will be in the mid range of • your listed ask amounts.
Evaluating Results
Email Acquisition Testing Email Acquisition tests There is not yet data to Recent email performed at the same determine how add gift acquisition testing has rate as direct mail giving, renewal rates, Stay Tuned! shown initial promise. acquisition with much and longevity will lower initial cost. compare.
Questions?
Join us next month! Essential Workflow Scheduling May 4, 2016 at 1:00 PM CST allegiancesoftware.com allegiancesoftware.com Questions about the webinar? Questions about the webinar? sales@allegiancesoftware.com sales@allegiancesoftware.com support@allegiancesoftware.com support@allegiancesoftware.com Contact Virginia Dambach: Contact Virginia Dambach: Sales: 844-858-7654 Sales: 844-858-7654 vdambach@qwestoffice.net vdambach@qwestoffice.net Support: 877-858-7654 Support: 877-858-7654
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