Best Strategic Ideas in a Challenging Economy

PromoWriting _________________________
SHIRA LINDEN • 203 371-0654 • www.promowriting.com


Presented to Direct Marketing Fundraisers Association (DMFA)

by Lynn Edmonds, L.W. Robbins Associates


Ideas all direct marketers can benefit from:


• Change return envelope paper from 24lb to 22lb stock.

• Reduce colors on components from 4-color to 2-color.

• Switch to offset letters vs. personalized, lasered letters.

• Use smaller inserts.

• Cut back on printed newsletters: reduce from 4 to 2 per year and/or offer them online.

• Order control packages for 6 months of mailings.

• Follow major direct mail with inexpensive mailings – Postcards, buckslips or emails 2-3 weeks after initial mailing to boost response.

• Prospecting is an investment that will pay off 3-5 years down the line, it’s not an income producer.

• Eliminating just one acquisition mailing will have a huge negative impact on net revenue.


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For a complimentary 20 minute consultation on how sparkling writing or custom editorial content can motivate and persuade your target audience contact Shira at 203 371-0654 , via email at shira@promowriting.com, her blog Turbocharged Sell Copy http://promowriting.blogspot.com, or her website www.promowriting.com or http://www.linkedin.com/in/shiralinden

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Strategies specific to non-profits:


• Talk about your budget crisis, the need, and what might happen if you fall short. One charity got a 7% response and a $57 average gift from a campaign to mid-level donors using this strategy.

• Recognize mid-level donors with a mid-level donor club, typically for donors giving $100 to $999, and create special appeals aimed at this group.

• Give the club a distinctive name and branding that is meaningful to donors and ties into the non-profit’s mission.

• Name the giving levels, making donors feel appreciated at each level while encouraging them to aspire to the next level.