What are YOU Afraid of?

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By Jenny Allen, VP of Client Services

I don’t know what phobia keeps you up at night, rats, bats, spiders, or even needles and/or dentists, but what I’m afraid of as a direct marketer is...

That’s right I am afraid of kitchen garbage cans. They have the potential to kill any direct mail package we send. As direct marketers we know that the packages we create and send can make or break our client’s cash flow budgets. That if we are too boring, too cerebral, or say too much anyone can dump our work of art (read: heart and soul) into the trash as they sort the evening’s mail.

So in dealing with my phobia I did some research which tells me I only have 8 seconds to get and keep someone’s attention … but if I can get it, I may have as long as twenty minutes. So with this information in mind what are the things that I can do to ensure that I use that 8 seconds wisely?

So I have come to the logical conclusion that, as fascinating as the letter, insert, and the reply may be, if I expect to have anyone read them I must make the teaser and the outer envelope irresistible. Now that was the easy part. The hard part is how we do this.

So here are my top seven things to remember when creating carrier art and teasers:

1. It’s called a teaser not a lead – keep it brief and interesting.
2. Break Expectations – move away from the DM standards. Some people call it innovation. I call it the “what the hell is this?” factor.
3. Humor is subjective – tread carefully. When trying to be funny or tongue in cheek remember this little direct mail piece will be received by all types of people.
4. If you use graphics or photos, don’t overdo it. The lead on the carrier images should also be teasers as to what is inside.
5. Steal smart. Research what for-profit companies are sending. These folks have a lot of money to spend on testing and they use it! Look at the cable company, credit card, and/or bank promotions you get EVERY day.
6. Kicking it old school – slick often does not work! How many four color carriers get mailed more than once?
7. Renew – that simple word will give you so much. This is not a secret but if you are sending renewals, you better add the word “renewal” to the carrier – don’t think that people need to be tricked into renewing with cool treatments.

Here's one last bonus tip for you: Never stop testing your assumptions. Now, I’m positive that I am a genius, but I always like to have the data to back-up my assumptions.

What assumptions have you put to the test?

A Look at Style: Why Nonprofit Fundraising Packages Look the Way They Do

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By Chris Quillian, VP Graphic Design

We do a lot of fundraising direct mail packages for nonprofit organizations. The marketing style that tends to be effective for them is one with a personal touch.  This means rubber stamps, handwritten notes and highlighting things of interest. It also means telling people how their donation can help. The complete opposite of this style is advertising, which tends to be more sales-y and flashy. It gives more attention to the product or service and tells people how it can help them.

So, you may ask, what if fundraising mail looked like advertising mail? Would shiny envelopes with elaborate Photoshopped graphics get people to open them?  Maybe ... but most likely not. Would language like “Special Offer” or “New and Improved” give people a warm, fuzzy, feeling? Definitely not. The reason fundraising mail looks the way it does is because people tend to want to open things that look important or personal. They want to hear what THEY can do to help. They do not want to feel like their donation is being wasted on, well ... advertising.

When it comes to the two types of mail, it’s fairly easy to tell them apart. Advertising mail tends to be image and graphic heavy, while the fundraising mail keeps things simple and, well, direct. Both styles are equally effective, when done correctly. Here are some of the basic differences between the two styles:

• Advertising mail spends money to make money.
• Fundraising mail is done on a limited budget to keep the money for the cause.
• Advertising mail uses four-color photos and coated (glossy) paper stocks to promote their products. 
• Fundraising mail occasionally use photos (often black and white) to help set a mood.

• Advertising mail uses words and phrases like “Special” or “Guaranteed Now” to add sales punch.
• Fundraising mail uses words and phrases like “Your Response is Required” or “Please Help Today” to give power to the donors.
• Advertising mail sometimes uses special techniques, like pop-ups or die cuts to add a “wow” factor to the product.
• Fundraising mail uses standard formats, like a plain white #10 envelope, to keep the focus on the issue.

• Advertising mail talks to you by promoting deals and features of the product or service.
• Nonprofit fundraising mail wants to hear from you ... Usually in the form of a donation and/or a petition.

These are just a few differences between advertising and nonprofit mail styles.  Have you noticed others? Please feel free to add your own.

Showing Appreciation for Mom … And Your Donors

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By Annie Hughes, Vice President of Client Services

Mother’s Day was this past Sunday, and this holiday is always a great reminder for all of us that we need to recognize some of the most important people in our lives: our mothers.

Whether you send flowers, give a gift certificate to her favorite restaurant or simply a card from the heart, the motivation is the same—you want to show Mom how much she means to you.

There is a connection between the love we want to show mom and the appreciation organizations should be showing their donors all year long. And, the best way to show your donors how much their support means is to thank them – with an appropriate, timely message.

The amount your organization is investing in those thank you notes is worth it!  It’s widely accepted that the health of an acknowledgement program and the quality of an organization’s cultivation tools are directly related to strong renewal rates, multiple gifts from donors and improved lifetime donor value.

Acknowledgements and other cultivation efforts should be seen as opportunities to expand on a donor’s relationship with the organization and further bond a donor to your cause, but there are some tricks of the trade that can help you get the most bang for your buck.

• Welcome Kits: Welcome kits do more than say thanks, these important packages showcase opportunities for additional engagement with donors who are just getting to know your organization and reminds them that they made a smart investment by joining your cause.

• Ask for A Second Gift: Don’t shy away from asking for a follow-up gift. Acknowledgements provide a golden opportunity to convert new donors to multi-giving donors with a special second gift ask.

• Cultivation Campaigns: It doesn’t hurt to send donors a no-ask cultivation letter and/or email to inform them of recent happenings at your organization.  This will ensure that your donors feel a part of your efforts and that they are kept in the loop on the critical work your organization is doing. (You can even include a BRE to help offset the costs of a cultivation mailing.)

• Showcase Leadership Giving or Sustainer Programs: Within your welcome kit or acknowledgement program you can showcase special giving programs by inviting new donors to join the monthly giving sustainer program or major donor program depending on level of their first gift.

Just like you showed your mom how much you care last Sunday, a smart organization will make the most of every opportunity to cultivate the relationship they have with their donor base by showing their members how their involvement is critical to the success of the organization’s mission.

Around the World in 11 Seconds

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By Pete Carter, Principal & Senior Vice President 

In case you haven’t had a chance to pour over all 196 pages of the DMA’s 2010 Statistical Fact Book there are a few interesting stats that demand our attention.  For example – the average consumer received 24.7 pieces of mail per week last year. Sounds like a lot, but that’s the fourth year in a row that the average has fallen. But, our beloved direct mail now represents more than half - 52% - of total mail volume in the United States. This trend will surely continue as people send fewer and fewer personal cards, letters, etc. So the competition in the mailbox is in some ways more intense than in years past since a majority of those 24 or 25 pieces sent each week are addressed to “Dear Friend.”

So how do we make our Dear Friend message stand out? With an average of 11 seconds to get our letter noticed, we need to be at our creative best. One place to look for inspiration and creativity: the rest of the world. They have some pretty good ideas out there, some of which are really different than our own. When I’m looking for a fresh idea I will often turn to SOFII, the Showcase of Fundraising Innovation and Inspiration.

This UK-based site is fantastic – easy to navigate, and chock full of great ideas. I especially like their “Best of the Best” showcase of fundraising campaigns from around the world. Every channel is represented here, including many of the most interesting direct mail and DRTV  campaigns ever created.

I was especially impressed by two techniques that I saw recently on SOFII. Both ideas could be used by just about any nonprofit. The first, from Habitat for Humanity of Great Britain, is a “Money Back Guarantee.” Sounds risky, but it worked for them. HFHGB offered to return a contribution in the first six months of receipt if the donor did not feel it had been spent wisely and informed them about it in an appropriate way. When tested, the control and the money-back-guarantee version generated nearly identical response rates – but the test lifted average gift by 50%. And virtually NO donors asked for a refund!

The other I want to share with you is from Canada’s Ontario Nature. Ontario Nature is one of Canada’s oldest and most respected environmental organizations. They are testing an alternative to the final ask amount on their reply form.

Most groups leave this amount blank, or put the word “OTHER” next to the option. Nature Ontario is going in a different direction – their final gift amount says “SURPRISE US”. Nicely done.    

The results will indeed be a surprise – a good one, I hope! What tests are YOU planning this year?

How to Stand Out, When the Whole World’s Irish.

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By Stephen Godbout, Creative Director

It’s that time of year again, when the whole world is garnished in green. In fact, the Department of Arts, Sports and Tourism of Ireland has coordinated a worldwide shamrock-explosion of green to celebrate St. Patrick’s Day.  Landmarks known the world over, such as the Empire State Building, the Sydney Opera House and Tokyo Tower are all donned in green this year, along with every Tom, Dick and Harry out there.

So how do you stand out in all this green?  It’s the most applicable question to our industry that I can think of, so I asked a lad from Dublin, Ireland how he stands out when the whole world’s green on this special Irish day?  I then applied his answers to direct marketing.

1. “Don’t wear green.  Wear red.” Or any other color. Try a different size carrier. Different color teasers. Different size fonts.
2. “Hit the bar early.” If you’re in direct marketing, you’re in a highly competitive business, and it’s best to heed Ben Franklin’s wisdom: “the early bird gets the worm.” Get YOUR package, campaign, email, or call out there before everyone else does.
3. “Avoid that daft ‘unicorn’ song.” Aside from “When Irish Eyes Are Smiling” the most recognized song that Americans associate with St. Patrick’s Day is “The Unicorn.” According to my Irish source, he does not like being associated with unicorns, though the occasional leprechaun is just grand. I guess the correlation here is to think twice before you use a unicorn in your marketing...and to be sure to try new things. Just because everyone else is doing it doesn't mean you have to - or even that it'll work for you.
4. “Know how to pour your Guinness.” Nothing identifies an authentic Irish bartender more than a correctly poured pint of Guinness. And yes, there is a correct way to pour Guinness. In the same way, nothing turns a donor off more than an organization that isn't credible. So present your organization factually and add credibility when possible...such as public recognition for your work or positive press from a respected publication.
5. “Just because I’m Irish, doesn’t mean you can kiss me.” Don't presume anything about your donors - don't just plant a kiss - test, test, test!
   

There's a wealth of creativity, genius and donations lurking below the surface. (Need help finding it? We can help!)

What are you doing different from the glut of other organizations donned in green today vying for the same donations?

DMAW’s Innovative Formats Inventive Techniques Seminar wrap-up

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What is better than watching Shaun White win the gold?

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That’s right it’s the 2010 Innovative Formats and Inventive Techniques Seminar!