Vol. 7 No. 3

CADM’s annual nonprofit seminar offers tips for all direct marketers

Over 140 people attended the CADM Direct Marketing for Nonprofits seminar in Chicago. Jacqueline Russel (left), Executive Director of The Looking Glass Theatre Company was the keynote speaker. She is joined by Brian Smith, Director of Communications for Looking glass and Holly Harle, Immediate Past President of CADM.

Nonprofit marketing is more difficult than for profit. Nonprofits sell hope. They ask people to part with their money to satisfy an emotion like anger, fear, guilt or salvation. Their message must be warm and fuzzy – they want you to feel good for giving.

The Chicago Association of Direct Marketing hosted their Annual Direct Marketing for Nonprofits recently. The 100 plus attendees learned and shared some valuable marketing tips. Much of what was learned can be applied to any direct mail campaign.

Here are some of the tips that were presented plus a few ideas that have tested well for others. Whether you’re marketing to donors, voters or buyers…your next DM package could get a real lift.

CREATE AN EVENT – Marathon runs, walkathons, music fests and auctions are great ways to attract new donors. Participants bring family and friends along for the fun. For profit businesses can benefit by helping to sponsor a non-profit event.

TRY DIMENSIONAL MAILINGS – Nobody can resist opening an unusual box, bag, tube or can. These strange packages get past the gatekeeper at large companies and to the decision maker.

CHANGE A DATE - A theatre group in Chicago had to change the date and location of an annual event…after the direct mail invitation had been printed. They couldn’t afford a reprint so they overprinted the corrections on the existing card. Response was huge. It got attention and touched donors’ hearts and wallets.

USE DM LISTS FOR DM - When purchasing a prospecting list, it’s important to use a direct mail response list for direct mail offerings. Lists derived from the web, TV/Radio, telephone and events go down in responsiveness accordingly.

CHECK THE SOURCE - There are 40,000 response mailing lists available. Always consider the source. Ask how the names got on the list?

RFM – Recency, Frequency and Monetary are the three important aspects of a good response mailing list. Recency tells you how fresh the list is. Frequency makes renewals more likely and monetary identifies those donors who will be profitable. A $10 donation from a year ago would have little lifetime value (LTV). A $25 donation made 6 months ago would have a good a chance for upgrade and renewal.

THANK YOU - The handwritten thank you will never be replaced. People save them. Every non-profit or business should find a way to send hand written notes. In today’s fast pace clickety-click communications…the handwritten note is king.

LIFT THE PREMIUM – A lift note is like the P.S. It will always get read before the rest of the package. Use it to sell and glorify the response premium. Have a celebrity or top executive sign it. They’ll help close the deal.

STROKE THE PROSPECT – Flattery is one of the emotions that non-profit and political marketers can use successfully. Tell the recipient they’re important to the cause.

REACITVATE LAPSED DONORS (or customers) – Flattery can work here too! “We miss you and we need your help”.

GIVE THEM THEIR MONEY BACK – Guarantees work. They’re used in most direct mail offers. Why not for a non-profit? “If you’re not satisfied with our efforts to save the world – we’ll refund your money in full” It takes away the risk. It adds credibility to the organization.

PUFF-IT UP - When your organization wins an award or is recognized in public - tell donors about it. Your organization must be doing something better than anyone else or it wouldn’t be around.

PERSONALIZE A POST-IT – Stick it to the letter. Stick it to the brochure. Stick it to the outside of the envelope. It will get read. It will get pulled off. It will get stuck on a computer, a phone or a wall…and it will be remembered! They work for nonprofit, political, B2B and consumer direct mail. Generic Post-it note messages have increased response rates by as much as 45%. A personalized Post-it note that reads…”John, call 1-800-123-4567 today,” … could make response soar!

These tips can help any organization improve the effectiveness of their direct mail efforts. But there’s one thing that will make or break a nonprofit. Explaining your brand promise is the single most important element of fundraising. Donors must know if you are meeting their needs. They want to know what their gifts are accomplishing. You must satisfy their concerns by communicating the brand promise effectively and frequently.

NOTE: For more ideas on how to build response with Post-it notes or labels, call A.M. Mailing at 608-884-3452.