Know What to Expect From Direct Mail

What to expect part 2.1.ProcessDirect mail fundraising is a process, not an event. It is a way for you to build strong and mutually rewarding relations with many donors? without ever meeting them face-to-face.2. Long-live termRewards come over the long term. The real return on investment is important legacies May you receive years later, a donor in a hundred, or thousand. But a successful direct mail fundraising program requires you to make available a number of different ways for donors to get involved? as volunteers or activists, not just donors. And you'll need to provide many different ways for people to channel financial support to you.3. Cost-effectivenessThe cost of any direct mail project fundraising is much less important than the cost-effectiveness. The two are not at all the same. Sometimes it is quite appropriate to spend more. In fact, it is often wise to spend more money on your donors? May and it makes sense to save money by spending less on the inactive or less generous donors.4. The listBy far the most important aspect of any direct mail fundraising campaign is a list of people you mail. Address an effective package to a list could easily increase ten or twenty times more money than the same shipment to another list.5. The largest offerNext the list is the offer that you made in a letter? For example, how much money you ask, you say how the money will be used, and what benefits (tangible or intangible), you promise in exchange for a donation. Because there are many different deals that you could do, there are many different types of shipments. The most popular are annual funds or membership renewals, special appeals, the acquisition and ownership (or donor perspective) shipments. Each type has a distinctive offer.6. SegmentationSegmentation is the key cost-effectiveness of appeals to donors? based on the principle of "different strokes for different people." In a letter segmentation, you choose to include some donors and others to be excluded. Likewise, you give donors special? and more expensive? treatment (such as personalization, first-class postage, or high quality materials). The main criteria to use to make decisions about which is what are the recency, frequency and the gift of your donors and the means by which you recruited your donors. For example, there may be major differences between donors who responded to a first PSA to television and those who were recruited by mail.7. Annual givingThe most successful programs of direct mail fundraising are built on the basis of an annual report giving or development program (actually, if not name). This is probably the most effective way for most charities to realize the full potential of direct mail fund-raising methods. In a membership program? as in the renewal process magazine subscription? renewal series is the cornerstone. Using a series of 3, 5 or more contacts with each member, you can persuade the largest possible number to renew their membership each year.8. TestingBy testing alternative lists, offers, packages, or other techniques, you can make improvements in results over time. Each direct mail fundraising program should make use of certain tests. This is the only way to reach a value of mailing of the greatest advantages: You can measure its results.9. RepetitionRepeating themes, slogans, logos and (or other graphics) is absolutely necessary to get your message across. The repetition of familiar words and images will reinforce what you say and help you penetrate the fog of thousands of messages competing all donors to bomb every day of the year.10. Record-keepingWith always timely and accurate record-keeping, you will gain all the benefits of direct mail: Measurement, its exact use of segmentation, and its ability to generate a lot of information about donors over the years. An effective direct mail fundraising program requires an investment of time, thought and money into a computerized file effective? system.19 keeping things all successful direct marketing companies Know11. Direct marketing is a strategy, not a Tactic2. The consumer, not the product must be Hero3. Communicate with each client or prospect as a hearing One4. Answering the question? Why should I? 5. The advertising must change behaviour, not only Attitudes6. The next step: Advertising7 profitable. Building l '? Brand experience? 8. Create Relationships9. Knowing and investing in each customer? S Value10 life. ? Suspects? Are Prospects11 note. MEDIA is a contact Strategy12. Be accessible to your Customers13. Encourage Dialogues14 interactive. Learn the missing? When? 15. Create an advertising program that teaches as it Sells16. Acquiring customers with the intention of Loyalize Them17. From loyalty is a continuity Program18. Your share of loyal customers, not your market share creates Profits19.You What you KnowTen things you should know before attempting Direct Mail Marketing1. Know your target market. Who do you sell? Will they be interested in your product? What advantages does your offer provide? A targeted list will probably do better then a non-targeted list. All things being equal, it is logical that people who have purchased items such as yours before, will be your best bet.2 marketing. Knowing your list Broker.There list are brokers and then there's the list of brokers. At the very least, your broker must be a professional listed in the Standard Rates and Data. Your list broker should be willing to take the time to match supply to a specific list, he said, will make the best for you. Anyone can call themselves a list broker and you rent names of the telephone directory. A professional broker cares about your business.3. Know the break-even on your mail Piece.How many sellers do you do to cover your shipping charges? Figure the cost of the list, the stock used for mail and play port. You should also in your cost of labor, although many traders to reduce the cost to the first launch. Very often, a more expensive product sold to fewer customers, will work much better for you than an inexpensive product that must be sold to many customers in order to achieve the same level of profitability. There are strict formulas available to this figure out.4. While in the early stages of a campaign to mail order? Often, you can make a profit from your first shipments to lists of prospects who are not already customers, ultimately, even a well managed company mail order can lose money? The Front End? . What you are looking for is a maximum number of customers. Once you have these customers, you offer? Rear offer? to them. You May also, eventually, rent or sell your mail list.5. You will always get a higher response to a mailing? Of those who responded before .. Also re-mail new offerings or additions to your speakers. Once you have a customer or potential customer, to be held. They provide products and services necessary to keep doing business with you instead of someone else. Keep these? Rear offer? flowing.6. Most of what you heard as the mail order gospel is false. How do and what will you return? No one knows, and that? A fact. Nobody can tell you what you do on any shipment. Anything that May be able to tell you what they did, and they deployed May the truth. TEST! TEST! TEST! You must try it yourself by making shipments and try lists and keep track of what works and what doesn? T. Once you find a list that works, make sure other names that you rent the same list are really the same list and just as fresh, then exploit it. You need a broker can help you confidence YOU.7. Believe it or not, what you're doing, what it is, is a business.Treat like a business. These mail order marketing to treat what they do as if it were a hobby, or this? If you send it by mail, they will come. " These people are a great surprise and disappointment. Making mail order law requires as much effort to do any other type of business. Search. The library and local bookstores are your best friend.8. Consider carefully whether you really want to send shipments versus the first shipments class.While is cheaper, there are things to consider: A. If you send bulk mail, your letters will not be forwarded.B. Consignments is less likely to be opened.C. According to what we? Ve said, shipments often languishes in some dark corner of your post office. We have also heard, even if we don t know with certainty that the shipment is often given the old heave-ho, instead of being delivered.YOU will TEST.9. Your room should be a letter, or resemble a letter.The chances of a person seeking to your mail room, are better if it looks like a personal letter. Of course, this letter should be exemplary in order to get the order or answer. Postcards can work to generate leads or investigations, but they don t have the necessary space for the duration of copy generally used to sell a product. If you print? Before please? on the envelope, mail piece will be sent if there is an address in advance. Otherwise, you will be returned if it is not available to the envelope address.10. If you make a shipment opportunities, the use buyer? S lists a reliable company that will work with you to improve your chances of success.A? Buyer? S List?, East composed of people who have already spent money in response to an opportunity like yours, and previously paid money for the product or opportunity. A? Candidate? S List? will not do it for you. These people are tire kickers, and wasting your time.
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