Rudy Van Halle Fundraising alliance 21/03/2013 Direct Mail is not only about paper
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Rudy Van HalleFundraising alliance
21/03/2013
Direct Mailis not only about paper
2
database
DM
welcome + thank you letter magazine
events
retention
renewal membership
winback
attestation
Back to early 2012
3
56%
18%
3%
More than half of
FIRST donations
are triggered by
Face 2 Face contacts
13
8
2
37
40
11
10
3
25
50
14
9
3
15
59
15
9
5
6
65
Other
I don't know
Message via internet (email,
banner etc.)
Message on paper (folder, letter, etc.)
Encounter with a volunteer
(on the street, …
People aged >50 respond significantly higher to DMthan other ages
bpost – Omnibus March 2012 - Profacts
5
60+ (N=187) 50-59 (N=223) 40-49 (N=234) <30 (N=218) 30-39 (N=240)
“Your (first) donation was triggered by?”
12
12
1
9
65
Base: only people who have already donated to an NGO
significant difference vs. total
First donations via Direct Mail generate higher gifts
indication
Message via paper Message online Face to face I don't know Other.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
< €40 %
40 EUR %
>€40 %
No donations in 2011 %
DNK %
7
8
Direct mail is a question of precision
The right offer at the right person at the right moment
No more one fits allLet your database do the job! What works for one segment does not work for another !
9
10
11
bpost – Omnibus March 2012 - Profacts 12
Do not only ask for the email
address
13
14
The choice of media
The right offer at the right person at the right moment
Sequencing : 1+1 = 3
15
16
Timing does not always have to come in the end
The right offer at the right person at the right moment
Create multichannel campaigns
17
18
What, why, how
The right offer at the right person at the right moment
No more one fits allLet your database do the job! What works for one segment does not work for another !
19
Welk bedrag gaven ze in het verleden?Sociale beïnvloeding ‘mensen zoals u geven XX euro’
Er werd al 50% of 67% opgehaald?
Griet Verhaert (U Gent)
20
A tear or a laugh?
The right offer at the right person at the right moment
21
The bubble in the envelope
Source : DSC 2011 22
The power of stamps and hand written caracters
The proof of the pudding is in the eating
Source : Hans Reichard 23
24
Installed base Conversion Average
donationFrequence of giving churn Win back
Media & communities
dedicated to help
NGO’sin developing
their goodcauses
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