Aug 11, 2016 | Uncategorised
Direct Mail Fundraising Key No. 7: Rigorous Analysis One of the really great strengths of direct mail fundraising is that it can become a totally controllable and predictable process if the right data is captured and analysed. Once a pattern of response rates and...
Aug 11, 2016 | Uncategorised
Direct Mail Fundraising Key No. 6: Well executed production All the careful targeting and captivating creative treatment in the world is worth nothing if the printing and mailing go wrong. Well executed production is as critical to successful direct mail fundraising...
Aug 11, 2016 | Uncategorised
Direct Mail Fundraising Key No. 5: Correct copy structure The old formula, developed by experts at direct response press advertising many years ago, is still a good starting point for copy structure. This is known as ‘AIDCA’ (though usually pronounced without the C) ...
Aug 11, 2016 | Uncategorised
Direct Mail Fundraising Key No. 4: Eye catching design. Design has a tough job to do in direct mail. It is the vehicle for conveying the proposition/price offer in the most effective way. At its best, it does this with speed and impact. At its worst, a poor design...
Aug 11, 2016 | Uncategorised
Direct Mail Fundraising Key No. 3: The right price I personally believe that donations are amongst the most highly price-sensitive spending decisions any person makes. This is because donations to charity are a discretionary spending item, following after food,...
Aug 10, 2016 | Uncategorised
Direct Mail Fundraising Key No. 2: A Powerful Proposition After selecting a good, direct mail responsive mailing list, it’s time to commit to the message to be sent to it. And there’s a critical point to understand here. People who select direct mail as their medium...
Jul 22, 2016 | Uncategorised
Direct Mail Fundraising In my early days in direct mail over 35 years ago I was Managing Director of a company which sold business books by direct mail. I was really a direct mail beginner, but the company was fortunate to have on its board one of the great direct...
Jul 21, 2016 | Uncategorised
Introduction The information on Direct Mail Fundraising is based on the experience of over 800 direct mail fundraising campaigns in the UK and abroad. For beginners, it should provide a sound introduction. For those with experience, it will hopefully serve as a...