Don't Try This At Home: Direct Response Screw Ups You Can Learn From

1. Don't Try This
At Home:
Direct Response
Screw Ups You
Can Learn From

2. Mistakes…
We All Make Them…
How we handle them is what makes all the
difference

3. Steps
The Threefold Path to Enlightenment
Understand The Mistake
Apologize! & Take Responsibility
Take Action:
–How to Rectify NOW (If needed)
–How to Prevent Repeating It

4. Mistakes Happen …
Regardless of Channel
Those Willing to Admit Them:
–Liz Murphy, Red Engine Digital
–Gigi Norcross, Telefund
–Ben Harris, Production Solutions
–Dave Acup, EDF

5. Liz Murphy
Red Engine Digital

6. Photo by Samuel M. Livingston - Creative Commons Attribution License https://www.flickr.com/photos/39747297@N05 Created with Haiku Deck

9. Photo by pepe50 - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/12215612@N06 Created with Haiku Deck

12. Photo by IvanWalsh.com - Creative Commons Attribution License https://www.flickr.com/photos/10883933@N07 Created with Haiku Deck

15. Photo by mikecogh - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/89165847@N00 Created with Haiku Deck

17. Photo by 'PixelPlacebo' - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/12142259@N00 Created with Haiku Deck

19. Photo by Horia Varlan - Creative Commons Attribution License https://www.flickr.com/photos/10361931@N06 Created with Haiku Deck

23. Gigi
Norcross
Telefund

24. TM: Sending reminder mail to
donors who have already fulfilled
TM firms generally send reminder mail 2 and 4 weeks
after point of phone pledge whether or not they’ve
received data back on fulfilled pledges
Inconsistent data back leads to unnecessary mail, and
possibly even unnecessary calls
Best case = annoyed donors, worst case = lost donors
Solution is to establish strong data transmission
routines with your vendors as well as regular
fulfillment reporting

25. TM: Not so awesome kick-off briefing
Call centers benefit tremendously from client briefings. They appreciate the
attention, use the information, and get inspired by the mission.
Poor briefings, however, can assist in getting a campaign off to a poor start
The technique in delivering a briefing for a cell center is important.
– short (10-15 minutes)
– controlled on Q&A (another 5-10 minutes, ideally with questions submitted ahead
of time)
– reinforcing of the same messages that you want the callers to be delivering to your
donors
– very upbeat
– always appreciative of the callers.
The most common thing we run into on briefings is that they run too long with info
that’s too dense
DO work with your TM firms to do kick-off briefings; DO prepare for these
briefings ahead of time with the emphasis points here in mind.

26. TM: Managing from goals that are
unattainable
Income from one channel down, so income for
another channel gets nudged up – happens a lot
The difference in TM is that there are real live people
trying to hit those numbers, and when the goals are
too high the callers get discouraged
Focused, happy callers generate better results than
sad callers

27. TM: Using a script that’s too long
That expertly crafted direct mail letter doesn’t work
as a script; it just doesn’t.
Simple language with minimal syllables, short and
punchy sentences.
When in doubt, read out loud. Or even better read
to someone else.

28. Ben Harris
Production Solutions

29. Production – Common Trouble Spots
Are you serious? ….How could that be!!
……It’s not possible! …..No, not today of all
days! ……..NEWMAN!!
• Package Configuration or Mock Up
• Design , Copy & Printing
• Data Processing & Personalization
• Insertion & Fulfillment
• USPS & Postage
All of these areas can be magnified by
factors beyond your control…..more on this
next!

30. Production Issues – High Frequency Lower Costs
Design , Copy/Text, & Printing
• Typo’s
• Bad Phone Numbers, Web Addresses
• Wrong Bleeds & Text Wrappings
• Wrong PMS Color or Too Many
• Wrong Stock Color or Type
• Size Prohibits Postal Discounts
• Specs Require Special Inserting or Finishing Equipment
Data Processing & Personalization
• Wrong Data Fields Pulled
• No Data Fields Pulled
• Wrong Copy Version
• Personalizing FPO Copy
• Size of Form Restricts Personalization
– Summary of Issue Attributes
• Higher Frequency
• Lower Costs
• Most Avoidable With “2 Set’s of Eye’s”
• Less Advanced Production Knowledge Required
• Supplier’s Introduce Most Errors Here

31. Production Issues – Less Frequent, Higher Costs
Package Configuration or Mock Up,
Insertion & Fulfillment
• Package Too Heavy
• Wrong Folds
• Components Won’t Insert Properly
• Equipment Needed Is Not Available
• Insertion Order Restrictions
• Blind Match Required (Handwork)
• Sequence or Match Codes Required
• Stock Breaking on Perfed Lines
• Incorrect Component Inserted
– Summary of Issue Attributes
• Lower Frequency
• Higher Costs
• Most Avoidable With Proper Quality Control
• Kick-off Meeting or Planning Discussion Are
Key to Heading These Issues Off
• Advanced Production Knowledge Required
• Supplier’s Introduce Least Errors Here

32. Production Issues– Moderate, Highest Costs
USPS & Postage
• Invalid Postal Permit(s)
• Overweight Package, or Too Thick
• Intelligent Mail Barcode (IMB) failures
• Window Position in Wrong Area
• Barcode Clear Zone Has Printing
• Envelopes Are Not Sealed
• Incorrect Return Address Details
– Summary of Issue Attributes
• Moderate Frequency
• Highest Costs
• Avoidable With Proper Quality Control
• Partnering With Quality Service Suppliers Is a Must
• Advanced Production Knowledge Required
• Supplier’s Introduce Moderate Errors Here

33. Production Issues – Impact to Program & Brand
Low Impact
• Typo In Letter Copy
• Folding Letter in THIRDS vs. Half for 6 x 9
Envelope
• Wrong Date On Letter – 2014 vs. 2015
• Logo’s Printed Inconsistently
• Poor Print Quality
Moderate Impact
• Missing Donor or Member ID# on Reply
• Wrong Respond By, Date Used For Match
• Missing Insert or Component
• IMB Error or Issues – Mail Delivery
Slower
• Wrong Copy Version (Renewal vs. ACQ)
• Wrong Phone or Web Address Used
Severe Impact
• Missing Ask String on Reply Device
• Miss-Match of Components – (Ben’s
Reply, and Amy’s Letter)
• Mailing Multi-Buyers Same Day as
Control
• Dropping Too Early (list clearance or call
center issues)
• Missed Maildate at Year End
• Insertion of Competing Organization
Insert or BRE

34. Print & Mail – Key Takeaway’s
– UPFRONT – Planning & Communication Are Critical
• Always Create a MOCKUP First!
• Use Pictures, Folding Dummies, Tape, Glue, Etc. To Create the Package or
Format Envisioned
• Have Proactive Conversations with Your Service Suppliers About Errors and
Issues
• Hold Kick-Off Meetings with Your Production Team and Suppliers
• Ask Questions, and Confirm Information or Details Often –
Verbally and Writing
• Role Play with Your Suppliers and Clients About Issue
Resolution, Especially those in the SEVERE Status
– In The Heat of Battle – Approach & Communication Make It
• Be Calm, and Communicate Frequently
• Be Fair, and Direct
• Use the Phone, document after with Email
• Go Onsite to the Supplier’s Location
• Ask for Pictures, Documentation, Issue Logs
• Resolve the Issue First, Focus on the Money Second (in most cases! )
• Remain Optimistic Throughout, and Believe in a Good Outcome

35. Dave Acup
EDF

36. Institutional Renewal vs Control

37. Campaign Name % Resp Avg $
1Ctrl $100+ 9.92% $117.01
1Test $100+ Founders Institutional Track 4.96% $128.26
2Ctrl Lo$ MG 9.45% $35.04
2Test Lo$ MG Founders Institutional Track 4.15% $34.70
3Ctrl Lo$ SG 1.99% $27.95
3Test Lo$ SG Founders Institutional Track 0.73% $30.50
1Ctrl $100+ 8.81% $120.48
1Test $100+ Institutional 7.76% $119.57
5Ctrl Lo$ 5.59% $34.85
5Test Lo$ Institutional 5.15% $34.38
Unknown Gifts with No Matching Cell Code $88.75
$88.75
Unknown Gifts with No Matching Cell Code $68.33
$68.33
Renewal 2
03
04
Renewal 1

40. Activist Report Card

41. Newsletter Carrier

42. LTV Analysis Report

43. Liz Murphy
Red Engine Digital
liz@redenginedigital.com
(703) 556-6951
Amy Sukol
Lautman Maska Neill & Company
asukol@lautmandc.com
202-296-9660
Dave Acup
Environmental Defense Fund
dacup@edf.com
(202) 572-3244
Thank You!
Ben Harris
Production Solutions
bharris@psmail.com
(703) 734-4528
Gigi Norcross
TeleFund
gnorcross@telefund.com
(773) 486-6637