1. Money in the Mail Presented by Anup Tiwari, Director-Asia, Fund Development & Communications SOS Children’s Villages International SAFRG Southern Regional Workshop, Feb. 2011 Low Cost Acquisition 1

2. Part 1: The Fundraising Stretch

4. Part 2: Introduction to Direct Mail

5. How long has the Direct Mail been around? 800 Years ago by Eihei Dogen

6. Probably the oldest Fundraising Direct Mail Source: Exhibit by Mal Warwick on www.sofii.org

7. Direct Mail Now- butt of jokes

9. But still Direct Mail continues to deliver

11. Envelope also Communicates

14. Key direct mail tactics Long V/s Short

16. Key direct mail tactics - Personalisation

17. Underlining Post Script Questioning Key direct mail tactics

18. Lift or Endorsement Letter Key direct mail tactics

19. Address Labels visible from back of envelope Premiums Key direct mail tactics

20. ORS Sachet in a package asking money for saving children Key direct mail tactics

21. Key direct mail tactics Plastic sheet

22. Key direct mail tactics

23. Key direct mail tactics

24. Part 3: Tips on writing a Direct Mail Letter

25. Writing a direct mail letter

26. Messages that stick S U C C S E imple nexpected oncrete redible motional tories

27. Don’t we on your copy

28. Power of You

29. Tell a story

32. A human interest story

34. With a before & after

35. In a first person account

36. Short Sentences

37. Language

38. Story with a ‘still unfulfilled need’

39. Pitch a small & urgent gap

40. Key direct mail tactics

41. Part 4: Getting ready to send Direct Mail Letter

42. Coding Your Direct Mail

43. Getting ready to send

44. Manual Mail Insertion

45. Mechanical Mail Insertion

46. Franking

47. Mail Sorting Zip or Pin Code

48. Using Postal Services

49. Using Courier Services

50. Unaddressed home drops

51. Always Seed Your Mail!

52. Part 5: Direct Mail Pros & Cons

57. Happy Mailing For more information visit www.FundraisingAsia.org