ࡱ> npo @ >5bjbj00 4LRbRb>-2222222F<FM~MMMMMMM$ORkQ@M2@M22UM22MM2$F22J ;G.MkM0MGRLR\JFF2222JR2vL&4 @@M@MFF FF10 Things We Just Knew You Were Going to Ask Us The Handout Jose van Herpt, CFRE and Zak Bailey, CFRE AFP Congress, Nov 14, 2006 Since it all depends on your program and your donors, we are not attempting to provide definitive answers just thoughts that should make you think about testing in your program, and testing results from our work. These points are to supplement the 10 points made in our presentation. #1 The Outer Envelope (OE) Remember, its all about getting the envelope opened!!! Teaser or not? Sure, why not it probably wont hurt. But dont be too cute and make sure it fits with the theme of the package. Keep it short. Make the donor want to open the package. For high-end packages, less can be better. Corporate identification/branding Check your branding guidelines. If youre well known, branding can be an asset. Donors look for it. Sometimes it helps to create a bit of mystery maybe just an address or From the desk of the CEO Mailing Audiences House donors (hopefully) hear from you regularly, so theyre pre-disposed to open communications from you, even if they dont respond. Acquisition donors dont know you, so the OE often has to work harder. Keep that in mind when thinking about the OE. Windows yes or no? For general DM, theyre a good thing and cost effective. People are used to them. For a high-end package, a closed-face envelope is better. For special mailing (e.g. a high-end package), closed-faced and a label, lasered or handwritten address will get attention. Personalized addressing Handwritten addresses are always a good thing, but not always practical because of cost. Theyre definitely worth testing. Unaddressed packages can work, but generally not as well as addressed. Postage live, meter, indicia, 1st class, 3rd class A $0.51 stamp says You Are Special; address admail is affordable and donors are used to it;. First-class is worth the investment for high-end donors they expect it. Get on lists and see what others are doing. #2 The Letter: Does it pay to personalize? In many instances, yes, but at times, no. Personalization such as using the donors name, address, giving history and interests can boost gift amount and response rate for donors who are giving at your average gift or higher level. How much of a boost is dependent on other components and level of personalization in the package (ie: is it 100% openable using closedface carrier, live postage, hi-end stock vs a window carrier with indicia post and a personalized letter). When can you use a generic Dear Supporter/Friend salutation? Two places acquisition and donor premium mailings. Emotional vs institutional copy? Mix it up using some of each in your schedule of mailings to appeal to hearts and/or minds. Always put a human face to your cause and always speak to problem, solution, credibility, ask in your letters. Who should sign? It depends on who you have to sign and what you have to say. ED/CEO is an excellent choice for visionary and institutional messages, program/on the ground staff (docs) offer on the spot credibility and often have emotional compelling stories to offer. Most important make sure a piece of your signatory is in the letter (authentic). #3 The Reply Form Upgrade matrix or not? Typically you want donors to upgrade their gifts, so an upgrade matrix often works to increase average gift. Donors are used to seeing gift matrices. The amount (% increase) is worth testing to see how your file, or certain segments respond. Be careful for larger gifts as your upgrade strategy might turn off donors. Always offer an Other: $_____ option. Giving history wise to include? Definitely worth testing. For once-a-year donors, it can be a good reminder. Be careful when using cumulative giving totals, and number of consecutive years giving some donors keep track and will let you know when youve made an error. Some donors are also proud of their giving to you, so reminding them works. Always remind donors that ANY support is welcome and appreciated not everyone can afford to give what they gave last year. Attached or not? Detatched reply forms are easier to mail back! Whats most important? The look is consistent with the rest of the package. There is not too much information on the reply. The donor understands what they are to do. It fits into the reply envelope with a cheque without too much folding. #4 The Reply Envelope Does live postage make a difference? Ive used it on very hi-end mailings but have never done a head to head test. Have experienced donor complaints with live reply envelope postage where they see it as a waste (you can be sure they wont be throwing that envelope out!). Not including a reply envelope. Always include a reply envelope, unless your package intent is strictly one way communication. Does size matter? You bet! Ideally the reply form fits inside the reply envelope if it doesnt donors will complain and you may see depressed response. #5 Inserts How much content is enough? Depends on what youre trying to communicate. Annual reports are long, but they dont have to be boring. Newsletters should be shorter rather than longer. Make sure your grandmother can read everything. Dont over-design your pieces. Lift-notes should be short and to the point. How many pieces are enough? One or two inserts can often boost response. More than two will be seen as a waste by the donor. What works best? Inserts that enhance your message and are relevant to what youre telling the donor about in the letter and/or asking the donor to do with the response. Remember, inserts are additional reading for the donor youre making them work, but that work can pay-off handsomely. #6 Premiums Premium vs message. Theyre apples and oranges and will typically appeal to different markets. Premiums are excellent for acquiring donors, converting and securing early repeat renewals, particularly for smaller gift donors. Use premium and message in a complimentary fashion rather than opposing and youll get the best results. Which premiums work best? It depends and varies depending on your program however consistent performers in todays market are notepad/labels; sticky label selection; seasonal cards; calendars; gift wrap; pens and various mixes and matches of the above. Depending on your program and donor file, a premium/imagery that can be connected to your messaging may generate better results. What are freemiums? These are items that you send that have little or no perceived value, but enhance your offer and/or messaging. Examples include: window stickers; recipe cards; tea bag; etc. Freemiums will typically perform in the range of message based appeals. Do premium acquired donors have the same LTV as message acquired donors? Their gross LTV is typically less because their average giving is typically lower BUT theyre conversion and retention rates are consistent with message responders. What we have yet to learn is whether or not premium sourced donors upgrade in the same fashion as message responders. #7 Lists house/donor Monthly/PAC donors These are your best donors, so treat them right. Dont over-mail them, but dont NOT mail them at least once a year. Test an ask with them youll sometimes be surprised by the response. If you do mail your PAC donors, be prepared to deal with disgruntled donors who give to you monthly because they DONT want you mailing them. OAY (once-a-year) donors These are your second best donors, and their average gift is often much higher than single-gift, general DM donors. Listen to their mailing preferences, tell them you are listening, but dont hesitate to mail non-responding/ non renewing OAY donors who havent given and are about to lapse. There is often a difference between what a donors says they want to do, and what they actually do. Multi-gift donors Your third most valuable donors. They give multiple gifts because they really like you. Be realistic about how many multi-gift donors you have, and project results accordingly. Anything over 2 gifts should be considered a huge bonus. LG vs. TAC vs. LAC Whats driving your gift matrix? Is it Last Gift amount (LG) or Total Annual Contribution amount (TAC) or Largest Annual Contribution (LAC)..and are you looking at just DM giving or all giving? These are often three different values. My TAC could be $525, made up of an LAC of $500 and a LG of $25. How much would you ask me for in the next appeal - $25 (LG), $500 (LAC) or $525 (TAC)? Oh, and dont forget, gifts to different revenue streams can affect all three gift types. So, think about what youre trying to do before you act, and be disciplined! Knowing your donors giving behaviour will also help decide how to proceed. AA and NCOA Address Accuracy (AA) is a requirement of Canada Post, so do it annually with your largest mailing. Remember CPC requires 95% address accuracy statement on file. National Change of Address (NCOA) can and should be run more often two or three times a year. It helps you keep track of your donors that move and forget to tell you! Clean accurate mailing address information will always help protect your response rates and financial returns. Its good direct mail practice. #8 Lists prospect/acquisition Does it make sense to work with a broker? Most definitely, absolutely for sure! They know lists and they should have systems in place to assist you in choosing your lists. Theyll also track response by list to help you manage the details in the long term. To trade or not to trade? Traded lists perform 2 to 3 times better than rentals, and they cost way less. The catch is you expose your donors to other organizations appeals. Of course, when you consider the fact that the average DM donor is giving to 10+ charities to begin with, you may feel less protective of your file. #9 Tactical Enhancers Test Suppliers and Compare Shopping is always fun, so why not do it with your suppliers? Not all suppliers are created equally, and its always a good idea to test them before making a longer-term commitment. Telemarketers and call centres are easier to test, because there are more of them. Just make sure the test is designed fairly so the test subjects get to prove themselves equally. References and results often speak volumes, and always look for the value-add a supplier can bring. #10 The Data data literally drives everything you do in direct marketing we could talk endlessly on this topic. Keep it clean. The more up to date and the better your accuracy level is, the better your output in mailing packages will be. Imagine trying to build a gift array using annual giving to date, if your data is not fully updated or sending out address label packages to data that is not as accurate as it should be. Gift processing systems and procedures are crucial, as are agreements about how quickly donations will get processed and receipts turned around. Why should I bother segmenting by gift amount or recency or giving type? In a word, efficiency. Tracking response based on previous giving behaviour will help you manage the overall efficiency of your DM program. Event & memorial donors will typically respond poorly to direct mail you want to be able to know that and remove those files from future mailings. 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