4Why do individuals become supporters? ConcernDutyGuiltPersonal experiencePersonal BenefitAsked!Peer/family pressureTaxUltimately…few give without some kind of self based consideration
5Why do individuals become supporters? What’sInItForMe?WIIFM
67 basic rules… Identify likely supporters Create the right message Get the message to the audienceAsk for their supportEnable them to supportKeep them informedMaintain good public relations
7Consider your Audience: Segmentation, Targeting, Positioning
8Consider your Audience SegmentationTargetingPositioning
9SegmentationA segment is a group of individuals sharing one or more similar profile characteristics that mean they have similar needs or expectations
10Targeting Which segments should you prioritise? Can you reach different segments in different ways?Can you meet their needs?
11PositioningMatching specific features, benefits and advantages to the needs of the audience to create a proposition that is relevant to them
12Differentiation Criteria What is most important and relevant to majority?What is distinctive?What can be communicated in ways the can be understood?
13Over to you…What are your top 3 ‘unique selling points’ that differentiate you?Which target audiences do you think are most interested in these?
14Effective Communication The right message to the right audience at the right time
1510 Tips on copy writing Get to know your audience Use simple, direct and everyday language - NOT jargon and abbreviationsState your proposition boldly and clearlyFeature real, identifiable cases and peopleCommunicate the need
16General Tips on copy writing State what the reader's support will enable you to achieveState how the reader may benefitDon't try to be too clever!Demonstrate clarity, brevity and clear focusProvide a clear course of action
18AIDA Attention - good visuals and thought a provoking headline Interest - applying your positioning to focus on the features, benefits and advantages you've identified as important to your audience and make it relevant to themDesire - make them want to actAction - make it clear what you want them to and how they do it
22Direct Mail The Envelope The Letter The Brochure or Leaflet The Call to ActionThe Response Device22
23Envelope Only 7 seconds to make an impact Provocative message If you deal with them already, let them know who you are!Be creative - size and shape can increase impact!23
24Making Your Letter Interesting Top Of Page – Who’s It From ?Address – Check It’s For ThemSkim Letter – Picking out key points to establish why the letter has been sent to themSignature – Eye drawn to signature (Use Of P.S.)Decide To Read In DetailPersonaliseUse Headlines & Sub-HeadsMake Signature Legible & Use P.S.Use Serif Font24
25Making Your Letter Interesting Short Sentences (16 Words or less)Short Paragraphs – Just 1 thought & open with main offer/questionBe single-mindedBe warm and friendlyWrite as you would speak – every day wordsMinimise punctuationVary the paceUse link words/phrasesUse active words“You” v. “Parity” (3:1)Get someone to read your letter out loud25
26Brochure/Leaflet/ Other Enclosures Great opportunity to reflect your brandAdds impactPower of pictures (with testimonials..?)Needs to work with the letter…and not look like it’s just been thrown in because it happened to be available!26
27Response device Don’t hide it! Make it as easy as possible: tick boxes, pre printing information..Offer multiple response channelsAsk some questions27
28Over to you How well does it follow AIDA? Can you skim read and get the gist of it?Does the letter use You more than We/I?Is it clear what you should do next?How likely would you be to give?
29Over to you Give each criteria a score out of 5 Total them to get a score out of 25Let’s see if we can identify a clear winner!
30More help with direct mail Royal Mail’s Mail Media CentreSign up for free and get access to lots of case studies and resources
31We’ve coveredConsider your Audience - Segmentation / Targeting / PositioningGetting the message acrossCreating effective direct mail
32Thank you I hope you’ve enjoyed the session Thank you I hope you’ve enjoyed the session! See you at Meet the speakers!Nick Day