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Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
Welcome to the NonProfit
Peer to Peer Lunch
Brought to you by:
Introductions
Direct Mail Marketing
Merritt Engel
merritte@merriganco.com
@merrittengel or
@merriganco
Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
Results
Response Rate: 8.26%
Average Gift: $38
Why it Worked: Authentic, Donor Recognition
Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
Results
Mailed 6.5% more pieces
53% increase in response
41% increase in revenue
25¢ more revenue per piece mailed
Why it Worked: New Concept, Donor Involvement
Best Practices
Consider Creative Package Approaches
Be Authentic to Your Mission
Make Sure Message/Action is Easily Understood
Put the Donor at the Center, Always
Close the Loop on Promises Made in Appeals
Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
Results
Open Rate: 31.77% (audience of 8,329)
Average Gift: $213
Why it Worked: Visual tie to mail, simple
message, reinforcement to match
Email Marketing
Jessica Best
jbest@emfluence.com
@bestofjess or
@emfluence
Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
 Clear calls to
action, built-in
 Event-driven email
timing
 Text-only pre-header
 Strong images that
share the story
40% pre-event
commitment
=
Weather-proof
donations
 Longer is ok if it’s
skimmable and visual
Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
 Beautiful images
that capture
brand
 Needs the brand
name above the
fold
 Needs text above
the fold… or
anywhere!
Kansas City Nonprofit Peer-to-Peer Presentation - July 2013
 Text pre-header &
short image
header
 Tell the story
 Visual button and
text calls to action
 Balance of people
pictures & text
 “Video” in email
(where the still
shot is a
person/face)
 An image with
every story
 Frequency should
be regular
Subject lines
 Aim for < 80 characters
 Clearly communicate your offer/call to action
 Beware % $ !! FREE and other spammy things
Subject: Bikers for Babies – Why We Ride
Subject: Register now for Bikers for Babies
Subject: How your gift can change a child’s life
Subject: How You Can Touch the Lives of KC Kids
Subject lines
 Don’t ignore the “2nd subject line”
Bonus points = integrated
Questions

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