1 Direct Mail Basics ADC Advancement Academy Fundamentals of Development Wednesday, September 12, 2007 Liz Fieweger and Molly Broeren

2 Purpose and Benefits  Purpose: To reach a large number of people in the most efficient manner To seek donations for school To communicate news and information about your school To help build relationships with alumni, parents, friends, community

3 Purpose and Benefits (cont’d)  Benefits: It works! Relatively low cost and high return Serves as the foundation for other fundraising activities

4 Basics of the Letter  Opening Must be catchy Consider using quotes to draw reader in Consider sharing new or exciting information

5 Basics of the Letter (cont’d)  Content: Include emotional and rational reasons to give Use a personal, conversational writing style Remember to thank for past support Express the urgency of your request

6 Basics of the Letter (cont’d)  Content, continued: Consider offering multiple areas for giving Focus on the reader, not all about “us” or “we” Consider carefully who your target audience is

7 Basics of the Letter (cont’d)  The Ask Direct Repetitive Customized Specific

8 Basics of the Letter (cont’d)  Use a “P.S.” Reader may skim the letter but will read the P.S. Call for action – perhaps by a certain date Should be direct and impactful

9 Basics of Letter (cont’d)  Design White space Length of letter Font and type size Use of school or campaign logo or brand

10 Basics of Letter (cont’d)  Testing Read letter aloud Use different audiences to “test” your letter and incorporate their feedback

11 Personalization & Segmentation  Personalization Always more effective to use name Consider adding a handwritten note  “Personalized” signatures  Consider using NCoA service to check addresses

12 Personalizaton & Segmentation (cont’d)  Segmentation options: Relationship to school Donor history Age group/generation Other

13 Timing of Appeals  Take advantage of year-end tax incentives  Majority of giving (and of asking) takes place within the last 60 days of the year  Consider three appeals The “non-appeal” appeal

14 Timing of Appeals (cont’d)  Make sure appeals are not the only time your constituents hear from you  Make your appeals a part of your overall communications plan

15 Other Components  Enclosures Premiums/Giveaways Pledge Cards Giving societies or levels Photos or additional information about campaign or school  Outside envelope First chance to make an impression Hand addressed? Logo/return address

16 Other components (cont’d)  Reply Device With the letter (as a tear off) On the return envelope A separate slip inserted in packet  Postage Do not send with return postage paid Use non-profit bulk rate postage stamps

17 Mechanics  Mail House vs. In-house Production Pros and Cons Resources  Database tools

18 Other resources for help  This is just an overview! For more detailed information: Attend the Annual Fund Workshop Series Sign up for a mentor Refer to the ADC Contact List and call a colleague