8:30 AM - 4:30 PM
SEIU 1800 Massachusettes Ave. NW
This full-day seminar provides a thorough understanding of the essentials of the direct marketing effort and more. The all-important “What’s” and “How’s” that go into a successful direct marketing program. The attendees will come away with proven techniques and practical knowledge which will immediately enhance their understanding of the complete direct mail process. Taught by industry leaders, you will take away important information and answers to questions such as:
- What goes into a strong creative offer?
- What is the right list and how can I find it?
- What data hygiene/processing options are right for your organization?
- What can you do to ensure effective and cost-efficient production?
- How can I best handle the incoming responses?
- What are the benefits of database marketing?
- How do I integrate online efforts with other direct marketing channels?
- When and how should I use telemarketing?
The strategies and techniques that will be taught have the potential to immediately improve response rates, save your organization money, and eliminate the potential of mistakes by understanding the process and knowing what to look for along the way.
This seminar is a must for not only those that are new to direct marketing, but anyone who wants to catch up on what’s going on across the industry.
8:30 – 9:00 AM – Registration
9:00 – 9:45 AM – Creative
Speaker: Kerri Kerr, COO, Avalon Consulting
After segmentation strategy, copy and design are the two most critical elements of any campaign. This section will cover the most critical components of creative strategy:
- How to get attention
- Crafting a strong fundraising offer
- The key elements of fundraising success
- Integrating your online and offline message
9:45 -10:30 AM – Lists
Speaker: Tom Fleming, Senior Vice President Data Acquisition, ALC
This session will provide unique insights and information surrounding both the organizations donor file, and the mailing list’s that make up new donor acquisition efforts. The discussion will include topics such as:
- The Donor File – Most Important Asset for an Organization
- Types of Lists – Markets and Targeting
- Sources of Information & Types of List Transactions
- Structure of Acquisition Plan & Strategy
- Education & Fundraising
- Attrition & Acquisition of Donors
10:30 – 10:45 AM – Break
10:45 – 11:30 AM – Data Hygiene/Data Processing
Speaker: Lori Barao, Manager of Operations, MMI Direct
The understanding and proper use of, both data hygiene and data processing technologies can dramatically affect the success of any direct marketing campaign. This section will provide attendees with:
- A complete understanding of the many data hygiene options that are currently available. How to use them, what to look for, what kind of results to expect, and the USPS requirements surrounding the use of data hygiene products.
- The knowledge of the many steps involved in the Merge/Purge process, and how to best use the technology to your advantage. From file conversion to matching logic to file output, what you should be asking, expecting, and looking for.
11:30 AM – 12:15 PM – Production Services
Speaker: Leigh Ann Doyle, Account Director, PMG
You don’t have to be a printing or mailshop expert to deliver a successful direct mail campaign on schedule and on budget. Takeaways:
- Working knowledge of the production process and the elements of production
- A template to help you build an effective production schedule
- Tips to help you reduce postage expenses
12:15 – 1:00 PM – Break / Lunch
1:00 – 1:45 PM – Data Capture and Caging
Speaker: Robb Wanner, Director of Marketing, Direct Mail Processors
In this session, you will learn about one of the most important aspects of a mail solicitation, the handling and processing of the contributions followed by the capturing of the data. The creative package is developed, the data selects are submitted, data lists are processed, the printed package is personalized and the solicitation is in the mail. Now what? Well, since this is not a cheap process, at this point the organization is saying “show me the money”! This is where the caging service bureau is put to the test. It is their responsibility to receive donations, process the donor mail, facilitate the depositing of all contributions to the organization’s bank account, capture the data information and help build donor relationships. Donations must be processed in a timely, secure and efficient manner plus the data information captured from these solicitations provides vital information for the continued success of future mailings. But one of the other important considerations is how “the cage” can help to solidify the relationship between the non-profit and their donors.
1:45 – 2:30 PM – Database/Analytics
Speaker: Robert Connelly, Senior Director of Strategic Services, Integral
Below are the five things attendees will come away learning:
- What you should expect from a Database
- How to get the most out of your system
- The importance and value of a system that is easy to use
- Understanding what data needs to be collected
- The difference between Process Data versus Analyzing Data
2:30 – 2:45 PM – Break
2:45 – 3:30 PM – OnLine Marketing
Speaker: Robert Malgieri, Digital Services Director, Avalon Consulting
Integrating the online channel into your fundraising and communications mix is critical. But it’s also critical to apply the same direct marketing disciplines to your online program that you do in your other channels. This section will cover the basics of an online program. Below are the six things attendees will come away learning:
- The components that are the foundation of any online program
- How to integrate online with other direct marketing channels
- How to build an email list that will stay engaged
- The anatomy of an email campaign (with examples and testing options)
- Some ways to capture data to aid in list segmentation and ask strategies
- How to seize online-only opportunities to engage your audience
3:35 – 4:15 PM – Telefundraising/Text Marketing
Speakers: Caroline Mendez, Vice President of Client Services, SD&A Teleservices; Chrissy Hyre, Vice president Client Services and Innovation, CCAH
The telephone is a vital avenue for fundraising. But, when and how should a nonprofit use it? Will calling donors leave a wake of negative reactions, or can it possibly cultivate a deeper commitment to the organization’s mission? This session pulls the curtain back to reveal the inner workings of telefundraising. In this session, you’ll discover:
- How to make the most positive impact with a telephone campaign
- What telefundraising firms don’t want you to know
- How to integrate telefundraising to produce the greatest synergy with your other fundraising channels
- The growth and effectiveness of text marketing for nonprofit’s today, and how to get your campaign started.
4:15 – 4:30 PM – Wrap Up/Q&A.
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