Direct Mail for Beginners

Transcription

1 Direct Mail for Beginners Direct Mail 2010 Tom Ahern 1 Understand you ARE an intrusion. Tom Ahern

2 Even though they ve given before... Even though they re Jewish... Tom Ahern Thousands of messages. Three piles. 1. Can t ignore. 2. Can safely ignore. 3. A bit interested. Tom Ahern

3 Beginning of mail Elapsed time: 1-3 seconds End of mail Tom Ahern The virtuous circle... Appeals, thanks, & newsletters work together. You ask. You thank. You report. You ask. You thank. You report. You ask. You thank. You report. Tom Ahern

4 The purpose? To get inside my home. Direct Mail 2013 Tom Ahern 7 How does a good guest act? Direct Mail 2013 Tom Ahern 8 4

5 Actually... You ask (and flatter). You thank (and flatter). You report (and flatter). You cannot flatter too much. Tom Ahern Giving increased 75% over previous letter Direct Mail 2010 Tom Ahern

6 Direct Mail 2010 Tom Ahern 11 Even when people perceive that flattery is insincere, that flattery can still leave a lasting and positive impression of the flatterer. Source: Neuromarketing blog Tom Ahern

7 Okay, first question... What kind of letter am I going to write today? Direct Mail 2013 Tom Ahern 13 Two distinct types of letter Acquisition (no gift yet) 2. Renewal (made a prior gift) Direct Mail 2013 Tom Ahern

8 1. Acquisition (reader is a stranger) 2. Renewal (an acquaintance) Direct Mail 2013 Tom Ahern 15 Acquisition response rate ½ of 1% Direct Mail 2013 Tom Ahern

9 Renewal response rate 40-70% Direct Mail 2013 Tom Ahern 17 Acquisition letter?s Who are you (your promise)? 2. What do you want? 3. Why should I trust you? 4. Why do you matter? 5. How do you relate to me? 6. What s the rush? Direct Mail 2013 Tom Ahern

10 Renewal letter?s What did you do with my prior gift? 2. Are you grateful? 3. What do you want now? 4. Do you have proof? 5. Again: Who are you? 6. What s the rush? Direct Mail 2013 Tom Ahern 19 Personalization helps... The person s name The pronouns you and I An audience attribute: As a parent, you know... Geography: As a resident of... Hand-written touches Direct Mail 2013 Tom Ahern

11 Direct Mail 2013 Tom Ahern 21 Reality check: Most people throw away most of their non-personal mail most of the time. Direct Mail 2010 Tom Ahern

12 Is direct mail dead? Deadly boring, anyway. Direct Mail 2010 Tom Ahern 23 What it sometimes takes to triple response, from 5% to 16% Direct Mail 2010 Tom Ahern

13 Direct Mail 2010 Tom Ahern 25 Tom Ahern

14 Direct Mail 2010 Tom Ahern 27 Direct Mail 2010 Tom Ahern

15 The Ruby mailing felt really risky. It s good to feel that way a few times a year. -- Kimberley MacKenzie, Ontario Nature Direct Mail 2010 Tom Ahern 29 This sample is one of scores available free for your study on sofii.org Direct Mail 2010 Tom Ahern

16 What it takes to raise $45,000 in gifts in just 3 weeks... from an untried pool of a few thousand. Direct Mail 2010 Tom Ahern 31 What PROBLEM are your donors the SOLUTION to? 2013 Tom Ahern 32 16

17 2013 Tom Ahern 33 Direct Mail 2010 Tom Ahern

18 Direct Mail 2010 Tom Ahern 35 XYZ Organization 123 XYZ Sweeping Organization Street Your 123 town, CT XYZ Sweeping Organization Street Your 123 town, CT XYZ Sweeping Organization Street Your 123 town, CT XYZ Sweeping Organization Street Your 123 town, CT XYZ Sweeping Organization Street Ms. Jane Smith Your 123 town, CT XYZ Sweeping Organization Street 567 Ms. Main Jane Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, CT XYZ Sweeping Organization Street Your 567 town, Ms. Main Jane CT Street Smith Your 123 town, Sweeping CT Street Your 567 town, Ms. Main Jane CT Street Smith Your town, CT Your 567 town, Ms. Main Jane CT Street Smith Your 567 town, Ms. Main Jane CT Street Smith Your 567 town, Ms. Main Jane CT Street Smith Your 567 town, Ms. Main Jane CT Street Smith Your 567 town, Main CT Street Your town, CT Direct Mail 2010 Tom Ahern

19 Direct Mail 2010 Tom Ahern 37 Personalization Emotional trigger Not coy: Asks up front Clear rationale: i.e., why do we need your help? Connects 2 dots: gifts & existence...survives...? Emotional trigger: Loss aversion Direct Mail 2010 Tom Ahern

20 Why the underlines? Direct Mail 2010 Tom Ahern 39 The underlines get read 1st The underlines get read 1st Direct Mail 2010 Tom Ahern

21 The underlines get read 1st The underlines get read 1st The underlines get read 1st Direct Mail 2010 Tom Ahern 41 The theme never quits Direct Mail 2010 Tom Ahern

22 You re not writing just a letter. You re writing a package (envelope, letter, reply device). Ideally, it integrates with your website and s. Direct Mail 2010 Tom Ahern 43 We live in a multichannel world... 17% of online gifts were prompted by direct mail (2008). An reminder can add 5% to your campaign. Source: Mark Phillips, Bluefrog Direct Mail 2010 Tom Ahern

23 vision enemy hero served Source: Stephen Pidgeon and Tangible 2013 Tom Ahern 45 Arts for all, in the inner-city Not enough philanthropy to stay open vision enemy hero served You, our wonderful donor Kids Source: Stephen Pidgeon and Tangible 2013 Tom Ahern 46 23

24 Why did this letter exceed? The offer. It was a great offer. Direct Mail 2010 Tom Ahern 47 Direct Mail 2013 Tom Ahern

25 Dr. Adrian Sargeant: Why donors stay loyal They re aware of consequences Believing Someone might be hurt if I don t give. Direct Mail 2010 Tom Ahern 49 Your offer is what the donor buys. Literally. Direct Mail 2010 Tom Ahern

26 The Golden Rule of marketing The right offer in front of the right person at the right time... Direct Mail 2010 Tom Ahern 51 The offer Direct Mail 2010 Tom Ahern

27 1. The quality of your list 2. The quality of your offer 3. Clarity/simplicity 4. Repetition Direct Mail 2010 Tom Ahern 53 Direct mail secret to success... Know your SMIT. Single Most Important Thing. Direct Mail 2013 Tom Ahern

28 Love Thy Reader Tom Ahern Oh, and by the way... Inertia is the real enemy. Tell people exactly what you want them to do. Direct Mail 2010 Tom Ahern

29 Direct Mail 2010 Tom Ahern 57 Clear instructions Direct Mail 2010 Tom Ahern

30 (Direct mail industry trade secret!) Seven emotional triggers cause people to respond to direct mail: -- Anger -- Exclusivity -- Fear -- Flattery -- Greed -- Guilt -- Salvation Direct Mail 2010 Tom Ahern 59 The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions. -- neurologist, Donald B. Calne Direct Mail 2010 Tom Ahern

31 Guilt trigger Direct Mail 2010 Tom Ahern 61 Exclusivity trigger From the office of the President Our Town Hospice 123 West Pleasant Street Our Town, FL A few folks would like to thank you... see inside. Greed, flattery triggers Direct Mail 2010 Tom Ahern

32 Curiosity builder Exclusivity trigger Flattery trigger Direct Mail 2010 Tom Ahern 63 Mal Warwick s 5 positive triggers Hope Love Compassion Duty Faith Direct Mail 2010 Tom Ahern

33 Hope Love Compassion Duty Faith Because I should. Direct Mail 2010 Tom Ahern 65 Social information is a powerful friend Tom Ahern

34 Why in the world would I give you my hard-earned money? Tom Ahern Why? Tom Ahern

35 What s in it for me? 69 Having a natural constituency answers some of that question... Tom Ahern

36 Natural constituencies University = Graduates Hospital = Grateful patients Hospice = Families of deceased Arts museum = I m an arts lover HS foundation = Parents, alums Library = Patrons Local causes = The community Children = Adults Faith-based = They share your values Tom Ahern One kind of letter: The values tasting Tom Ahern

37 Tom Ahern Direct mail secret to success... You want mental nods. Direct Mail 2010 Tom Ahern

38 A. Lee Edgar, M.D. If you believe in Hospice as much as I do, open immediately... Direct Mail 2010 Tom Ahern 75 A. Lee Edgar, M.D. Authority figure Mental nod If you believe in Hospice as much as I do, open immediately... What should I do next? Tom Ahern

39 The following letter was written by a volunteer with zero experience. It raised $55,926 for a small-town library. Direct Mail 2010 Tom Ahern 77 Direct Mail 2010 Tom Ahern

40 Your case for support 3 big questions Direct Mail 2010 Tom Ahern Why us? Why is our mission so uniquely wonderful, surprising, great? What s the promise? Direct Mail 2010 Tom Ahern

41 Why us? Why us? Why us? 2011 Tom Ahern 81 Why us? Why us? Why us? 2011 Tom Ahern

42 2 Why now? What s the big hurry? What changed? Why is it crucial now? Direct Mail 2010 Tom Ahern 83 Why now? Why now? Why now? 2011 Tom Ahern

43 Why now? Why now? 2011 Tom Ahern Why would a donor care? Direct Mail 2010 Tom Ahern

44 Why donor cares? I m needed. Why donor cares? I m needed Tom Ahern 87 Why donor cares? I m needed. Why donor cares? I m needed. Why donor cares? It s mine. Why donor cares? I can honor someone. Greed Tom Ahern

45 What s the all-time best hook? Direct Mail 2010 Tom Ahern 89 Direct Mail 2010 Tom Ahern

46 Direct Mail 2010 Tom Ahern 91 Direct Mail 2010 Tom Ahern

47 Direct Mail 2010 Tom Ahern 93 Direct Mail 2010 Tom Ahern

48 Sore throat? My tonsils had filled with cancer. But thanks in part to donors like you, Sharp cancer care had the cure. Dear Tom, Donor love My name's Diane York. I'm a mother, a wife, a career fashion designer... and, thanks to the magnificent care I received at Sharp, I am also now a cancer survivor. If you are, or have been, a donor to Sharp, I want to take this special opportunity to thank you personally for your contribution to my recovery. ETC... Direct Mail 2010 Tom Ahern 95 Direct mail secret to success... It s a speed reader s medium. Direct Mail 2010 Tom Ahern

49 Dear Jane Doe, Welcome... I hope. I m writing today to request the pleasure of your acquaintance. There s a place reserved for you on The Rhode Island Foundation s mailing list... but only if you agree and check, Yes, I m interested on the enclosed reply card. You ll be in good company, that I can promise. [etc.] Direct Mail 2010 Tom Ahern 97 Source: Jeff Brooks reporting on AMA Journal of Marketing Research, 2011 Direct Mail 2013 Tom Ahern

50 Direct Mail 2010 Tom Ahern 99 Direct Mail 2013 Tom Ahern

51 Source: Dan Ariely, Duke U., 2010 Direct Mail 2013 Tom Ahern How you tell your stories... There are more than 4,000 homeless and foodinsecure people in our city. Most of them are women and children. On the coldest nights, all the shelters fill up, leaving many with no place to go and no food to eat. Source: Jeff Brooks Direct Mail 2013 Tom Ahern

52 How America s best tells his... The wind howls, hurling sleet into the little girl's face. She pulls her tattered sweater close around her thin shoulders. "Mommy," she whimpers, "Do we get dinner tonight? Her mother looks down and draws her close. "I don't think so, honey," she says, quickly brushing away a tear from her cheek. "Not tonight." Author: Jeff Brooks Direct Mail 2013 Tom Ahern Donors by age (percentage) 4% 11% 46% 17% < %

53 Last year, I responded to 5 direct mail appeals for help. One international, one national, one personal, and two local... Jane Age 88 Widowed Direct Mail 2013 Tom Ahern Thought for today... Write drunk. Edit sober. Direct Mail 2013 Tom Ahern

54 The outer/carrier envelope: the purpose is to get it ripped open with as much anticipation as possible. Nothing else. -- Jerry Huntsinger Direct Mail 2013 Tom Ahern Sue the bastards. Writer: Roger Craver Direct Mail 2013 Tom Ahern

55 The letter: the purpose is to get the reader involved long enough and interested enough to make a positive decision. Nothing else. -- Jerry Huntsinger Direct Mail 2013 Tom Ahern Step #2: Do I care? 1st 5th Logo [ Optional important message ] Dear Ms. Smith, If you re like me, the sight of kids running around on stage in silly costumes makes you giggle with delight. 3rd 4th Sincerely, Ms. Sincerity Champion, ED PS: ytuytggygkigkygkygigikgy 2nd Direct Mail 2013 Tom Ahern

56 Step #2: Do I care? Logo [ Optional important message ] Ask! Ask! Dear Ms. Smith, If you re like me, the sight of kids running around on stage in silly costumes makes you giggle with delight. Ask! Sincerely, Ms. Sincerity Champion, ED PS: ytuytggygkigkygkygigikgy Ask! Direct Mail 2013 Tom Ahern The reply device: the purpose is to provide a practical way for the donor to post the gift. Nothing else. -- Jerry Huntsinger Direct Mail 2013 Tom Ahern

57 Direct Mail 2010 Tom Ahern Your letter checklist Is the letter a conversation or a brochure? Is the opening sentence short? Is it personal ( you and I )? Have I said why I m here? ( I m writing to you today because... ) Does it make a promise? Is there urgency? Are there at least 3 asks? Does it entertain (tell a story, offer news)? Is the donor the hero? Direct Mail 2013 Tom Ahern

58 Donors want just a few things from you 2013 Tom Ahern 115 From you... They want to feel good. They want to feel loved. They want to feel smart. They want to feel needed. They want to feel important. They want to belong. They want to see their values in action. They want to win! 2013 Tom Ahern

59 Most important direct mail secret to success EVER!!!!!!!!!!! Your appeal is NOT about how wonderful your organization is. Your appeal IS about how wonderful the donor is. Direct Mail 2013 Tom Ahern It s not about you. It s about the donor. Direct Mail 2013 Tom Ahern

60 ... when people made the decision to donate to what they felt was a worthy organization, parts of the midbrain lit up -- the same region that controls cravings for food and sex, and the same region that became active when the subjects added money to their personal reward accounts. Source: Wall Street Journal, Sept 2013, via Future Fundraising Now 2013 Tom Ahern 119 SUBSCRIBE to my free tips newsletter, via