Nancy Edmonds Hanson, APR

Office: 293.1489
Fax: 237.4662
nancy@hansonphoto.com

Mass Communications 307
Public Relations Processes

Supplementary Notes on Direct Mail

Direct mail is private, personal, often the most effective means of connecting with your audience

Heirarchy of communications channels: DM is close to the top; resembles personal letter.

Purpose of direct mail: TO GET SOMEONE TO DO SOMETHING

	Give information
	Ask for information
	Motivate action -- FUNDRAISING
	Answer complaints
	Soothe or arouse (to action)
	Warn, admit or deny

Letters vs. Conversation

	Con: less personal, less feedback
	Pro: more chance to gather facts, arrange in logical order. Formal, "official"

Steps in Direct Mail

1. Define the audience. (Find list)

2. Get the envelope opened! (Teasers, windows)

3. Keep the idea clear and pertinent.

4. Make it easy to respond

5. Pretest the campaign. (& the LIST). Try two or three appeals to 500-1000 each

Most important ways to insure DM success

1. The list ("database publishing")

	DM often used to identify first-time donors & supporters
	Response: 3% good. 1.5% typical. 0.5% break-even
	Quality of list determines response
	"Qualified" recipients –
	– Stakeholders (clients, donors, staff, associates)
	– Affinity lists
	House lists – best source of names
	Commercial lists — Zeller, Dun & Bradstreet (SIC codes)
	Trading names with non-competing nonprofits
	Utility customers and new hook-ups
	State motor vehicle & drivers license data
	Chambers of commerce and associations
	Magazine subscription lists

2. The carrier envelope

	Appearance – form of address, size, postage
	Appeal to the senses ...
	Visual – intriguing "hook"
	Tactile
	Mystery (no return address)

Techniques

	print teaser or etc. on envelope
	Original address (avoid labels) -- handwriting
	Don’t use bulk mail indicia; do use real stamps

3. The letter

	Voice: personal (1^st & 2^nd person)
	Make the "case" personal – Use real people, real voices, real stories
	The truth is different ....
	"What’s in it for me" ... making that connection

4. The package

	*Adds credibility (supporting material)*
	*Extends momentary "relationship" with addressee*
	*Often: letter is emotional, support mat’l is rational*
	*Makes it easy to reply (reply device + envelope + postage)*

5. The plan

	How often do you mail?
	Best times of year (winter 1^st, fall 2^nd, spring 3^rd, summer 4^th)

Writing Fund-Raising Letters

1. Start strong!

	Personalized start, "Dear Nancy and Russ,"
	Attention-getting headline can also lead-in

2. Inspirational lead-in why and how donation will benefit

3. Clear definition of group’s purpose and objectives.

4. Humanize the cause -- CHILD who has benefitted

5. Testimonials and endorsements from credible individuals

6. Ask for specific action ... make it easy to respond. BREs and pledge cards. ... Ask for specific amount of gift.

7. Always use a P.S. with the strongest reason for responding.

Length: 3-4 pages optimum

Hit Counter

Back to MC 307 syllabus

Resources

Back to MSUM home page

Last updated 11/21/02 02:48 PM by Nancy E. Hanson

Mass Communications 307 Public Relations Processes