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Fundraising Ireland - 66 ways
1. 66 ways to improve
your direct marketing
Damian O’Broin – Ask Direct
Wednesday, March 25, 2009
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your direct marketing
Damian O’Broin – Ask Direct
Wednesday, March 25, 2009
3. More
askdirect.ie
delicious.com/damianob/fundirl
slideshare.net/damianob
damian@askdirect.ie
Wednesday, March 25, 2009
4. 1
Say ‘Thank You’ personally
& promptly.
Wednesday, March 25, 2009
5. What happens when I
made some donations...
Speed of thank you % of charities
• Only 83% sent an email < 2 working days 28%
thank you
• Only 72% posted a thank 2-5 working days 22%
you 6-10 working days 17%
> 10 working days 5%
*mystery shopping August 2008
No written thank
28%
you
Wednesday, March 25, 2009
9. Mark’s mum doesn’t
know he’s sleeping rough,
and that’s not the worst of it...
Wednesday, March 25, 2009
10. “...For Mark it all started when he went into care aged just 11.
Of course there have been plenty of struggles along the way,
and frankly, he doesn’t blame anyone but himself. He’s in his
thirties now, and only became homeless three years ago after
returning to Ireland from the UK, reluctantly leaving his two
children and broken marriage behind him...”
“...As if things weren’t bad enough, Mark’s life took an even
worse turn shortly afterwards. He was knocked down by a
vehicle that mounted the pavement and came to rest on his leg,
badly injuring his ankle. While in hospital having his injuries
treated, Mark’s leg wound became infected with the MRSA
virus...”
Wednesday, March 25, 2009
11. 3
Write a longer letter.
And long doesn’t mean 2 pages.
Wednesday, March 25, 2009
14. David Ogilvy
“All my experience says that for a great many products, long copy sells more than
short. ... I could give you countless ... examples of long copy which has made the cash
register ring, notably for Mercedes cars. Not only in the United States, but all over the
world.
I believe, without any research to support me, that advertisements with long copy
convey the impression that you have something important to say, whether people read the
copy or not.
Direct response advertisers know that short copy doesn’t sell. In split run tests, long
copy invariably outsells short copy.”
Wednesday, March 25, 2009
15. David Ogilvy
“All my experience says that for a great many products, long copy sells more than
short. ... I could give you countless ... examples of long copy which has made the cash
register ring, notably for Mercedes cars. Not only in the United States, but all over the
world.
I believe, without any research to support me, that advertisements with long copy
convey the impression that you have something important to say, whether people read the
copy or not.
Direct response advertisers know that short copy doesn’t sell. In split run tests, long
copy invariably outsells short copy.”
“Only amateurs use short copy”
Wednesday, March 25, 2009
16. 4
Personalise. And, <firstname>, not
just by using my name here & there.
Wednesday, March 25, 2009
17. 5 things to personalise
‣ Ask amount
‣ Theme or topic
‣ Giving history
‣ Survey data
‣ Personal information
Wednesday, March 25, 2009
30. 8
In fact, make sure you do actually
ask for money.
Wednesday, March 25, 2009
31. Don’t forget to ask...
‣ ... for specific amounts
‣ ... for a specific purpose
‣ ... repeated consistently and clearly throughout
the pack
Wednesday, March 25, 2009
32. 9
Don’t ask for money.
Sometimes.
Wednesday, March 25, 2009
50. 90% of recipients read the PS first.
The PS is the lead.
Wednesday, March 25, 2009
51. 13
Use a serif typeface for body copy.
Not a sans serif.
Wednesday, March 25, 2009
52. Sans vs Serif
Comprehension levels: Good Fair Poor
Serif type 67% 19% 14%
Sans serif type 12% 23% 65%
from Colin Wheildon, Type & Layout
Wednesday, March 25, 2009
53. 14
Make the type bigger.
We don’t all have perfect eyesight.
Wednesday, March 25, 2009
60. 16
... And the boxes. Don’t forget the
boxes.
Wednesday, March 25, 2009
61. Typography Checklist
‣ Serif face for body copy
‣ Avoid quirky faces and large amounts of italics
‣ 12pt type with at least 2pts of leading
‣ Lines between paragraphs
‣ Indent paragraphs
‣ Big tick boxes & plenty of room on forms
Wednesday, March 25, 2009
62. 17–26
Read these books.
Wednesday, March 25, 2009
63. Read these books
‣ Why I Write - George Orwell
‣ Influence: The Psychology of Persuasion -
Robert B. Cialdini
‣ Made to Stick - Chip & Dan Heath
‣ The Elements of Style - Strunk & White
‣ The IDM Marketing Guide
Wednesday, March 25, 2009
64. Read these books
‣ The Seven Basic Plots - Christopher Booker
‣ The Political Brain - Drew Westen
‣ Good to Great and the Social Sectors - Jim
Collins
‣ Type & Layout - Jim Wheildon
‣ Who will run the frog hospital? - Lorrie Moore
Wednesday, March 25, 2009
65. 27
And read this one too...
(*recommended by Conor Byrne)
Wednesday, March 25, 2009
66. Read this book too
‣ Common Sense Direct Marketing
- Drayton Bird
Wednesday, March 25, 2009
67. 28
It’s not about you.
It’s about the donor.
Wednesday, March 25, 2009
80. 32
Be smart about your door drops.
Wednesday, March 25, 2009
81. Use census data & your
own data to identify...
‣ ...zones where the prospects you want to target
live (for instance, areas with the highest
proportion of wealthy individuals).
‣ ... suitable zones where you have the lowest
penetration.
Wednesday, March 25, 2009
114. 48
Pay for search.
(Yes, people do click on the ads).
Wednesday, March 25, 2009
115. Recruiting with Adwords
‣ Cost per click: < €0.50
‣ 7% of click-throughs signed-up
(entered email address)
‣ Cost per new email address of €6.70
Campaign example 2008
Wednesday, March 25, 2009
116. 49
Make the most of video.
Wednesday, March 25, 2009
119. 50
Optimise your SEO.
(Can I find you online?)
Wednesday, March 25, 2009
120. Google Ireland only search: “third world charities”
Wednesday, March 25, 2009
121. 51
Use Twitter to engage your donors.
(*hat tip to Howard Lake).
Wednesday, March 25, 2009
122. “Try out the newer channels like Twitter. Some of your supporters will already be using it, so will love the
opportunity to engage with you in this way. Twitter is a good way of building up an opt-in list, but don't use
it for plain fundraising asks. It's more of a conversation - use it to listen and learn from your supportersquot;
– Howard Lake, fundraising.co.uk
Wednesday, March 25, 2009
123. 52
Audience comes first.
Wednesday, March 25, 2009
124. 53
Use subscription & mail order lists
before demographic ones.
Wednesday, March 25, 2009
125. 54
Apply as many relevant selectors to
cold mailing lists as you can.
Wednesday, March 25, 2009
127. 55–64
Our top 10 copywriting tips.
Wednesday, March 25, 2009
128. Copywriting Top 10
‣ Use ‘I’ and ‘You’. Especially ‘You’
‣ Use simple English.
‣ Use short sentences and vary the lengths.
‣ Use short paragraphs and vary the lengths.
‣ Avoid jargon.
Wednesday, March 25, 2009
129. Copywriting Top 10
‣ Use active rather than passive language.
‣ Make sure it sounds like someone talking.
‣ Ask for money, not support.
‣ Make it urgent.
‣ Be concise and to the point. But make it as long
as it needs to be to convince the reader.
Wednesday, March 25, 2009
130. 65
Designate funds. Donors don’t want
to pay for the paperclips.
Wednesday, March 25, 2009
133. 66
Test stuff.
In fact, test lots of stuff.
Wednesday, March 25, 2009
134. Things to test
‣ Ask amounts
‣ Additions - leaflet, car sticker, postcard...
‣ Stamp vs Ceadúnas
‣ Cash vs direct debit
‣ New pack vs control
‣ Plain envelope vs photo or teaser
Wednesday, March 25, 2009
135. 67
Get set up for direct debit. Now.
(And apply for DD Plus tomorrow).
Wednesday, March 25, 2009
136. 68
Offer your monthly givers a holiday.
Wednesday, March 25, 2009
137. 69
We’re in a recession.
So SPEND MORE MONEY!
Wednesday, March 25, 2009
138. Prioritise donor care & retention.
‣
Don’t forget about recruitment.
‣
Be realistic. Plan for lower returns.
‣
Invest in the areas that give you the best return.
‣
All our data over the last six months suggests direct
marketing is holding its own or increasing.
Wednesday, March 25, 2009
139. 70
Really get to know your data.
Wednesday, March 25, 2009
140. Know your data
‣ How much ‣ What the give to
people give
‣ Why they give
‣ How often they
‣ Where they live
give
‣ How long they
‣ How recently
stay
they gave
Wednesday, March 25, 2009
141. 71
Segment by recency, frequency
& value.
Wednesday, March 25, 2009
142. Recency Value
< 12 months €1000+
Frequency
12-24
€250-€999
months 1 gift
24-36
€100-€249
months 2+ gifts
36-48
€50-99
months
> 4 years < €50
Wednesday, March 25, 2009
143. 72
Spend the most time and money on
your best donors.
Wednesday, March 25, 2009
144. Pareto Principle
80% of your income will come from
20% of your donors.
Wednesday, March 25, 2009
145. 73–82
10 more tips.
(*suggested by George in TW CAT)
Wednesday, March 25, 2009
146. George’s tips
‣ Authenticity. ‣ Stamp on outer envelope.
‣ Ask volunteers for a ‣ Ask your trustees for their
donation. address books.
‣ Hand-sign high value ‣ Tell your donors what their
donors. donations have achieved.
‣ Hide the matching codes. ‣ Use some thank you letters
to recruit direct debits.
‣ Variable tax copy - how
‣ Use reminder mailings to
much the extra will
achieve. boost income.
Wednesday, March 25, 2009
147. 83
Forget ROI.
It’s net income that matters.
Wednesday, March 25, 2009
148. Which would you prefer?
(and which would your donors prefer?)
Net
Cost Income ROI
Income
Campaign
€25,000 €100,000 4:1 €75,000
(A)
Campaign
€50,000 €150,000 3:1 €100,000
(B)
Wednesday, March 25, 2009
149. 84–89
Use the six levers of influence.
Wednesday, March 25, 2009
150. The psychology of
persuasion
‣ Reciprocation
...do your donors a favour.
‣ Commitment & consistency
...encourage donors to make a public commitment &
remind them why they supported you in the first place.
‣ Social proof
...if everyone else is doing it then why aren’t we?
Wednesday, March 25, 2009
151. The psychology of
persuasion
‣ Liking
...is your organisation likable?
‣ Authority
...look and sound like you know what you’re talking
about.
‣ Scarcity
...what’s limited is valuable
Wednesday, March 25, 2009
152. 90
Add stuff.
But only if it makes sense.
Wednesday, March 25, 2009
158. 93
Donate to loads of charities.
Especially your own.
Wednesday, March 25, 2009
159. 94
Include an ask in your newsletter.
(Or even just an reply envelope).
Wednesday, March 25, 2009
160. 95
Don’t forget to make the most of
tax-efficient giving.
Wednesday, March 25, 2009
161. 96-101
George Orwell’s six commands for
better writing.
Wednesday, March 25, 2009
162. Orwell’s Rules
‣ Never use a metaphor, simile or other figure of speech
which you are used to seeing in print.
‣ Never use a long word when a short one will do.
‣ If it is possible to cut a word out, always cut it out.
‣ Never use the passive where you can use the active.
‣ Never use a foreign phrase, a scientific word or a jargon
word if you can think of an everyday English equivalent.
‣ Break any of these rules sooner than say anything
outright barbarous.
Wednesday, March 25, 2009
163. Thank You
askdirect.ie
delicious.com/damianob/fundirl
slideshare.net/damianob
damian@askdirect.ie
Wednesday, March 25, 2009