Using target marketing and Internet technology to make a difference

Up until 5 to 10 years ago there was only one way to communicate regularly with your origination’s constituency – and that was direct mail.

With the advent of the internet you have been able to add email to that very short list.

So there are really only two ways to regularly  communicate with an organization’s supporters – direct mail and email.

Certainly you can use other means to communicate to them – tele-marketing, personal visits, and meetings, but these are not something you can do on a regular basis.

You can also use many different means to acquire new donors and partners for your organization, but of all of ways to generate new donors, none will be as effective as direct mail, with perhaps the exception of personal cultivation.  Because it is the only and most effective way to communicate consistently with your constituency in an effective way.

Therefore I will focus today on how to effectively utilize direct mail to acquire new donors for your organization.

However the purpose of direct mail is not merely fundraising. And as a matter of fact, if it is multi-purposed it becomes far more effective as you will see by some of the examples I will soon show you. 

DIRECT (TARGET) MARKETING CAN HELP YOU:

• Influence public opinion (educate)

• Incite activism

• Affect public policy

• Help elect like-minded pro-family candidates

• Build a database of like-minded people

• Raise money for your cause/organization

• Grow new/existing organizations

SUCCESSFUL DIRECT MAIL:

• Contains a good benefit-oriented offer.  Good direct mail contains a benefit-oriented offer.  It must promise some benefit, even if it just makes them feel good about themselves.  The first thing someone looks for when they open a direct mail letter is, “what’s in it for me?”  Therefore you must appeal to the basic human emotions and motivators such as greed, anger, fear, pity, compassion and of course, love of family.

• Is sent to the right list.   Your letter must be sent to the right list.  This is another common mistake.  Target your list as specifically as possible.  Use lists of direct mail responsive people.  Use a list broker professional such as Response Unlimited to find those lists that are working well for similar mailers.

• Is in the proper format.  Make it look like a letter.  Use personalization if possible.

• Contains timely or pertinent information.  You should capitalize on current events and news.  Make your mail relevant to the reader, or they WILL NOT read it!

• Is not pedantic or scholarly – but written in a conversational tone. Don’t try to impress people with your scholarly writing ability.  No one will read your letter if you do.  This is one of the most common mistakes when writing direct mail copy.  Write on an 8^th grade level and in a conversational tone.

• Does not ask for less than is needed.  Far too often organizations ask for $15 or $20 when they should be asking for $30 or $35.  You get what you ask for.  So never ask for less than what your organization’s average gift is.  Don’t even provide it as an option!

• Sets realistic goals.  You MUST do this!  Don’t make claims that you can accomplish something everyone knows is impossible.  Make your mail believable.

• Values the recipient as a critical and essential part of reaching that goal.  Tell the reader they are an essential part of reaching your goal, or you won’t succeed.  Make them feel as though they are a partner with you, because if it were not for your donors, your organization would not exist!

• Immediately captures the reader’s attention and holds it all the way through.  You have three to four words to capture the reader’s attention, and then you must hold it all the way through your letter.  The same goes for the envelope.  No one will read your letter unless they first open your carrier envelope.  The envelope and opening of any letter must incite curiosity or promise a benefit.  Don’t give too much away initially.  Leave some “carrots” dangling as bait.  And spend a log of time, perhaps half of all your time you spend on the entire package, on the carrier envelope and opening of your letter.

• Answers every possible objection the reader may raise. You must answer every possible objection the reader may raise.  Leave no stone left unturned.  Think through how your message will be perceived.  People don’t know you.  They don’t know who you are.  What will make them believe you?  What questions or excuses might they have not to help you?  Do whatever is necessary to increase credibility.  Use charts. References from well-known people, newspaper article reprints and lift notes.

• Comes across as credible and believable.  If people don’t know who you are, consider using a signer who they do know and who will lend credibility.  One exception to this rule is if you use a victim to sign your letter.

• Each component in a package stands on its own.  You must restate the benefits of your offer or appeal on each component of your mail package, which will drive people to read your letter. 

• Addresses one person only in the first person – as if you are speaking one-on-one with him/her.  Write in the first person singular.  Remember, only one person at a time will be reading your letter.  So write as if you were speaking to that person face to face.  Use the word “you” whenever possible.

• Is as short or as long as necessary to accomplish all of the above and convince the recipient to respond.  Make your letter as short or as long as is necessary to accomplish whatever it is you wish to achieve with your letter, to get the person to respond.  Very often organizations will make their letters way too short.  Ask yourself, “Have I answered every objection the reader might raise, have I adequately come across as credible and are my goals believable?  Have I shared success stories that prove what I am saying is true?”

• Often tells a store.  Tell a story if possible.  People can only relate to one other person and their story.  They won’t relate to facts and figures about millions, or even hundreds of people.  Use one person’s story to illustrate the plight of your cause in a way the reader can relate to.

• Avoids using brochures or newsletters.  Avoid including brochures or newsletters in your fundraising mailings.  This distracts from the message of your letter and will decrease your response rate.  It often defers or permanently postpones readership completely!

FOR CASE STUDIES PLEASE CLICK HERE FOR THE POWER-POINT PRESENTATION.