Coupons. You know – the thing donors use to give your charity money? Is there a more important piece in the direct mail piece? I sadly see laser and fulfillment taking over 50% of the space for their codes and lasering. When it comes to coupons, bigger sizes and having more space for the donors to respond is always better folks.
Archive for the ‘direct mail’ Category
Direct Mail Tip #3
Wednesday, July 29th, 2009Direct Mail Tip #2
Tuesday, July 28th, 2009Today’s tip is about my favourite topic in Direct Marketing: Testing. If you are spending the money to send mail out to your current donors or to potentially new donors – you should be testing something every single time. No testing = no learning.
Direct Mail Tip #1
Monday, July 27th, 2009I’m not actually sure that this is the first time I’ve published a tip about direct mail – but it IS the first time I used a video to do it… This is a quick video showing how you need to think about what you are mailing your donors from the very get go.
The Visual Language
Monday, June 15th, 2009In the past few weeks I’ve written about effective design and what branding really is.
I was flipping through an old issue of Advancing Philanthropy (I’m a little behind on my reading!) when I came across a great side bar article called “Your Campaign’s Visual Messages” by Edward Fierro.
He reminded me that the visual language/message is the design. You have the words and you have the design. The design can be determined and driven by a graphical or visual identity – commonly and incorrectly referred to (by some) as your “brand”.
I strongly suggest that having even a simple graphic identity helps define who you are as an organization. The guide could/should contain your logo, colour scheme and typography (fonts). It may also contain types of images that are appropriate for your charity, different versions and formats of your logo, design templates for certain materials like letterhead and brochures and anything else that will help anyone creating a message on behalf of your organization stay consistent in your design.
Fierro writes, “The visual language is particularly useful in developing campaign communications because it offers opportunities to define both an institution and a cause and is ideal for making the many parts of a fundraising program easily understood as practical and emotional messages. In concert with written and spoken campaign material, graphic identity provides the structure, familiarity and navigation needed by the target audience.”
He goes on to point out that your graphic identity creates recognition and is memorable in ways that the written word is not. It also helps build confidence and loyalty.
Your well thought out graphical identity will help you with that.
You should expect, no matter how large or small your charity is, that your designer or agency provide you with some bare bones identity guide as part of your new logo design.
And with that guide in hand, it will help you define your visual language for all of your marketing materials.
Lessons learned in Kindergarten
Monday, March 23rd, 2009A quick thanks to Jen Love from Love Ink for this weeks post on what makes for effective copy. Thanks for giving me a week off Jen!
My three and a half year old son registered for Junior Kindergarten. Inspired by the earnest communication style of Mason’s new teacher, here are some simple rules about creating engaging, dynamic and meaningful direct response copy.
#5: Show AND tell. Use stories, testimonials and eye contact to illustrate your message. Stories connect us to each other and allow your donor to be imaginative. Your job is to create an integrated appeal so that your story fits with your case. Express your feelings, not your policies and procedures manual.
#4: Tell the truth. No fibbing! Changing someone’s name or tweaking the chronology of a story to be a bit more compelling is one thing. Inventing “new” programs for the sake of fundraising is dishonest and dangerous. Can you set your clock to your “funding crisis” appeal? Are you using weasel words about how funds will be used? Quit it!
#3: Wait your turn. You are not the centre of the universe. When you are sending a fundraising appeal, are you saying something fresh? Or are you sending something out because your schedule says you should? If you’re treating your direct marketing program like an assembly line your disinterested intentions show through. You sound as uninspired as you feel.
# 2: Treat others as you want to be treated. The golden rule, people! If you send a clumsy, rambling letter with a reply card that you need a magnifying glass to read, why are you surprised when no one gives? Would you like to receive that? Don’t assume that your donors will continue to give to you if you are not making a genuine effort to connect with them.
And
# 1: LISTEN. The real golden rule in fundraising. Your donors care about your cause. They want to hear how together, you are making a difference. Does your letter contain more references like “on behalf of” and “our mission statement”, than it does “you” or “your gift in action”? You are talking like an organization, not like a person. And if you are lucky enough to have them speak back to you…listen. LISTEN!
Christmas in September
Monday, September 29th, 2008How can I be tired of Christmas already… Oh – sorry – how can I be tired of the “Holiday Season” already? In the direct mail world, it really ’tis the season – oy yoy yoy… Everyone wants Christmas – but don’t say Christmas. Everyone wants pretty bows and patterns – but please no “Christmas trees”. It’s got to look good and festive – and only in 2 colours please!
It’s the season of the “year-end” appeal. The last kick at the can as they say – the last chance to convince your dear donor to please, please, please help us at this important time of the year.
The Year-End is very important for those charities that fund raise via direct mail. Its the calendar end of the year, which includes Christmas – a time of sharing and giving so it’s natural to tie those together. But why does everyone have to do the Christmas/Holiday Season approach?
A less common approach is what I like to call “The Steve Thomas Special” in honour of my former mentor – Steve Thomas… a collect gasp could be heard in the boardroom when Steve asked us to do “another thermometer package”. And then a groan.
But you know, they were always effective. The message was – it’s the end of the year – he’s where we are at financially – but this is really where we want to be. Real numbers. Real important. And with urgency please. And often/always with a big blaring thermometer.
Forget the sticky toffee, forget the bows and snowflakes – dammit people! We need your help before we get to December 31!
Good stuff.
So if you are in the midst of preparing for your last mailing of the year – have a good think on your approach. But for Pete’s sake, don’t mail it in a #10 – even if you are bent on the holiday theme – everyone is doing that…
Listen and this is important, I recognize the fact that certain things work – but often the ideas you see everyone else doing are performing average… find ways to make yours stand out more (how many times have I gone on about this?) and make your messaging urgent… intriguing… relevant… timely. It works.
So there’s a gift from me to you. Merry Christmas.
