Whitepapers and Downloads

At conferences I have always enjoyed the opportunity to speak with many development directors. They tell me of their frustration with the current environment in marketing and fundraising to their broad-base constituency of individuals. First, there’s the continued increase in costs – materials, postage, lists. Then we have the explosive growth in the sheer number of non-profits that are vying for those donors. As if that’s not enough, a new set of postal increases is announced and the process starts all over again.

Yet, the fact remains that direct marketing is an essential component in the overall development operating plan. No other medium has yet been found that can replace the singular place that it holds among those available to today’s development officers.

read the Requirements for Direct marketing PDF here

A truly effective direct mail campaign is one that maintains existing members-donors and unlocks the potential for new contributors and long term support. As marketers gear up their campaigns for a new year, the following tips will improve direct mail efforts and the bottom line:

Integrating existing channels. Marketers often dismiss an integrated response because they believe it may be too costly or it will drive revenue away from other programs. In truth, it simply takes creativity, teamwork and fundamental knowledge. The initial cost comes in developing a multi-channel approach but the maintenance and return on an integrated approach is well worth the initial effort.

read the Direct Approaches to Marketing PDF here

Duty calls, the cost of continuing operations has increased, your expense budget to manage is partially dependent on available revenue. A comprehensive review of the current operating plan is required to effectively manage the new fiscal year. The finance department is asking for three year cost and revenue projections in support of operations.

Typically direct marketing considered a vital component in the overall operating plan is considered a process of solicitation. Think about how others communicate to you, your family or to your business. Traditionally the telephone and direct mail come to mind. Both account for the majority of solicitations and remain effective today. Thru the internet and use of e-mail new touch points have emerged and must now be considered as tools for direct communication.

read the Developing a Direct Marketing Investment Strategy PDF here