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90 Direct Marketing Tips in 60 Minutes, presented by Leah Eustace and Fraser Green at the Association of Healthcare Philanthropy Canadian Conference in April 2010.

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0 to 90 in 60 90 direct mail tips in just 60 minutes! Leah Eustace CFRE Fraser Green CFRE
Set the right goal ,[object Object],[object Object],[object Object],[object Object]
Be realistic about growth ,[object Object],[object Object],[object Object]
Set long-term direction ,[object Object],[object Object],[object Object]
Make sure everyone’s on the same page ,[object Object],[object Object],[object Object]
Offer donor choice… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Integrate channels ,[object Object],[object Object],[object Object],[object Object],[object Object]
Get your data house in order ,[object Object],[object Object]
Put your year on a spreadsheet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Make a creative plan ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Make a critical path for each campaign ,[object Object],[object Object],[object Object],[object Object]
Case for Support ,[object Object],[object Object],[object Object]
Line up your people ,[object Object],[object Object],[object Object],[object Object]
Set your evaluation methods in advance ,[object Object],[object Object],[object Object]
“ Demographics are 2/3 of everything” David Foot ,[object Object],[object Object],[object Object],[object Object],[object Object]
Meet Jacqueline ,[object Object],[object Object]
Carrier envelope ,[object Object],[object Object],[object Object]
Letter ,[object Object],[object Object]
Reply coupon ,[object Object],[object Object],[object Object]
Business reply envelope ,[object Object],[object Object],[object Object]
Remember that older eyes prefer… ,[object Object],[object Object]
Count your I’s and you’s ,[object Object],[object Object],[object Object]
Write emotionally ,[object Object],[object Object],[object Object]
Our favourite fundraising maxim ,[object Object],[object Object]
Take as long as it takes ,[object Object],[object Object]
It’s direct mail, so be direct ,[object Object],[object Object],[object Object],[object Object]
Focus on benefits – not features ,[object Object],[object Object],[object Object],[object Object]
Positioning – the battle for the mind ,[object Object],[object Object]
Book Tip ,[object Object],[object Object],[object Object]
The success formula ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The offer – the reward ,[object Object],[object Object],[object Object],[object Object],[object Object]
Book Tip ,[object Object],[object Object]
Don’t crowd ,[object Object],[object Object],[object Object],[object Object]
Write like you speak ,[object Object],[object Object],[object Object],[object Object],[object Object]
Authentic copy ,[object Object],[object Object],[object Object]
Be very careful ,[object Object],[object Object],[object Object],[object Object]
Appeal to the senses ,[object Object],[object Object],[object Object],[object Object]
Book tip ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Passion is infectious.. ,[object Object]
Ease of reading ,[object Object],[object Object]
A picture is worth a thousand words ,[object Object]
Use a serif font ,[object Object],[object Object],[object Object]
Tell great stories ,[object Object]
Book Tip ,[object Object],[object Object]
Key Performance Indicators Donor Acquisition Cost ,[object Object],[object Object],[object Object]
Conversion rate ,[object Object],[object Object],[object Object]
Conversion Tip ,[object Object]
Conversion Tip ,[object Object],[object Object]
Conversion Tip ,[object Object]
Average gift ,[object Object]
Gift frequency ,[object Object],[object Object],[object Object]
Renewal rate ,[object Object],[object Object]
Renewal Tip ,[object Object]
Renewal Tip ,[object Object],[object Object],[object Object],[object Object],[object Object]
Active donor life expectancy ,[object Object],[object Object],[object Object]
Repeat donor investment ,[object Object]
Lifetime value - gross ,[object Object],[object Object]
Revenue to cost ratio ,[object Object],[object Object],[object Object]
Lifetime value - net ,[object Object],[object Object],[object Object]
Production ,[object Object],[object Object],[object Object]
Communicate with suppliers after the fact ,[object Object],[object Object]
You can save some money.. ,[object Object],[object Object]
Guinea pig? ,[object Object],[object Object]
Using photos ,[object Object],[object Object],[object Object]
Get thank you letters and receipts out quickly! ,[object Object]
Create a segmented fulfillment grid ,[object Object],[object Object],[object Object],[object Object]
Upsell ,[object Object],[object Object],[object Object]
Donors are starving to see ,[object Object],[object Object]
Test in each mailing! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Book Tip ,[object Object],[object Object]
Segment mailings ,[object Object]
Acquisition best practice ,[object Object],[object Object]
Donor engagement ,[object Object],[object Object]
Donor engagement ,[object Object],[object Object]
Monthly donor conversion ,[object Object],[object Object]
Set a target.. ,[object Object]
[object Object]
Best monthly prospects include ,[object Object],[object Object]
[object Object],[object Object]
Make a communications plan ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Monthly Giving - Book Tip ,[object Object],[object Object]
It’s time to start a mid-level giving program ,[object Object],[object Object],[object Object]
Two keys for success ,[object Object],[object Object]
The legacy gift gold mine ,[object Object],[object Object]
Integrate! ,[object Object],[object Object]
Use a synergy ,[object Object],[object Object],[object Object]
Best legacy prospects include ,[object Object],[object Object],[object Object],[object Object]
Your direct mail donors are open to being cultivated ,[object Object],[object Object],[object Object],[object Object]
Best cultivation packages ,[object Object],[object Object],[object Object],[object Object]
Book Tip ,[object Object],[object Object]
Whew! We’re done! ,[object Object],[object Object],[object Object],[object Object],[object Object]

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