Uncover the all important seven steps that will help you develop a perfect direct mail pack. Understand how to execute these tactics and help your organisation potentially double the appeal income on your next mail appeal.

1. How to double your appeal income Sean Triner 14 November 2007

3. 2005 2006 $530,000 $968,000 $390,000 $797,000 Gross and Net appeal results for The Cancer Council NSW: 2005 and 2006 Gross Amounts Net Amounts $1,000,000 $800,000 $600,000 $400,000 $200,000 0

4. ROI 2.16 ROI 5.38 2005 2006 Return on Investment for Australian Conservation Foundation 2005 and 2006 6.0 5.0 4.0 3.0 2.0 1.0 0

5. 7 Steps to doubling your income

6. Step 1

7. Clear objectives

11. Step 2

12. The audience

14. The audience Recency Frequency Value 0-12 months >1 a$1000+ 13-24 1 b$500-$999.99 25-36 c$250-$499.99 37-48 d$100-$249.99 49-60 e$50-$99.99 61-72 f$25-$49.99 73-84 g$10-$24.99 85+ h$0.01-$9.99

16. Step 3

17. Clear message

19. Clear message BRAND TRUTH Hope, Help and Impact DONOR INSIGHT People give to people They have a personal interest in cancer Recruited on research PROJECT TRUTH More people are surviving Trustworthy Improved quality of life PROPOSITION

22. Step 4

23. Tells a story

25. Tells a story

28. Step 5

29. Personalisation

30. Personalisation

33. Step 6

39. Step 7

41. Measuring response

42. Have an appeal code and URN: Unique Reference Number

43. Measuring Response

44. Thanking

48. Salamat