Direct Mail Essentials

1

• Direct Mail Essentials
• analysed in a case
• the European TFPs
• and Sister Organisations 

2

• Two main rules to launch a successful
• Direct Mail operation outside the US
• 1st rule each country is one of its kind
• 2nd rule a great sense of flexibility and
  adaptability to each country is strongly
  required.

3
Difficulties to implement a Direct Mail operation
in Poland 
4
Difficulties to implement a Direct Mail operation
in Poland 

• no lists available

5
Difficulties to implement a Direct Mail operation
in Poland 

• no lists available
• no bulk mail rate

6
Difficulties to implement a Direct Mail operation
in Poland 

• no lists available
• no bulk mail rate
• payments only by money order ( queuing fee)?

7
Difficulties to implement a Direct Mail operation
in Poland 

• no lists available
• no bulk mail rate
• payments only by money order ( queuing fee)?
• no tracking system to know who made the
  donation

8
Difficulties to implement a Direct Mail operation
in Poland 

• no lists available
• no bulk mail rate
• payments only by money order ( queuing fee)?
• no tracking system to know who made the
  donation
• a severe privacy law imposes formal
  authorisation to have someones name in a
  data base 

9
Difficulties to implement a Direct Mail operation
in Poland 

• no lists available
• no bulk mail rate
• payments only by money order ( queuing fee)?
• no tracking system to know who made the
  donation
• a severe privacy law imposes formal
  authorisation to have someones name in a
  data base 
• the organisation has to be multi issue

10
Difficulties to implement a Direct Mail operation
in Poland 

• no lists available
• no bulk mail rate
• payments only by money order ( queuing fee)?
• no tracking system to know who made the
  donation
• a severe privacy law imposes formal
  authorisation to have someones name in a
  data base 
• the organisation has to be multi issue
• small average donations expected

11
A previous experience in Brazil 
12
A previous experience in Brazil 

• 1) the idea was an operation in two steps

13
A previous experience in Brazil 

• 1) the idea was an operation in two steps 
• 1st step 

14
A previous experience in Brazil 

• 1) the idea was an operation in two steps 
• 1st step 
• a take one flyer was distributed by volunteers,
  hand to hand, offering a booklet 

15
A previous experience in Brazil 

• 1) the idea was an operation in two steps 
• 1st step 
• a take one flyer was distributed by volunteers,
  hand to hand, offering a booklet 
• those who replied become part of an important
  list of suspects

16
A previous experience in Brazil 

• 1) the idea was an operation in two steps 
• 1st step 
• a take one flyer was distributed by volunteers,
  hand to hand, offering a booklet 
• those who replied become part of an important
  list of suspects
• 2nd step  a Welcome package with the booklet was
  sent asking for a donation

17
A previous experience in Brazil 

• Results in 2,5 years 

18
A previous experience in Brazil 

• Results in 2,5 years 
• 60,000,000 flyers were distributed

19
A previous experience in Brazil 

• Results in 2,5 years 
• 60,000,000 flyers were distributed
• more than 2,000,000 people ordered the booklet
  (3 response rate)?

20
A previous experience in Brazil 

• Results in 2,5 years 
• 60,000,000 flyers were distributed
• more than 2,000,000 people ordered the booklet
  (3 response rate)?
• 33 of those suspects became HF
• (active donors)?

21
Derived techniques developed in France and then
in the UK 
22
Derived techniques developed in France and then
in the UK 

• in France, instead of street campaigns,
  distribution of flyers in housholders
  mailboxes (printed matter without address)?

23
Derived techniques developed in France and then
in the UK 

• in France, instead of street campaigns,
  distribution of flyers in housholders
  mailboxes (printed matter without address)
• in UK a variant  inserting the flyers in
  newspapers magazines

24
Derived techniques developed in France and then
in the UK 

• in France, instead of street campaigns,
  distribution of flyers in housholders
  mailboxes (printed matter without address)
• in UK a variant  inserting the flyers in
  newspapers magazines
• the results of the UK were 2 to 3 times better
  than the mailbox French technique 

25
Derived techniques developed in France and then
in the UK 

• in France, instead of street campaigns,
  distribution of flyers in housholders
  mailboxes (printed matter without address)
• in UK a variant  inserting the flyers in
  newspapers magazines
• the results of the UK were 2 to 3 times better
  than the mailbox French technique 
• better in of responses and in quality of donors

26
Results of the Polish experience
27
Results of the Polish experience

• Initial results
• 1,400,000 flyers inserted in Catholic
  magazines(6,5 of average responses 91,000
  suspects)?

28
Results of the Polish experience

• Initial results
• 1,400,000 flyers inserted in Catholic
  magazines(6,5 of average responses 91,000
  suspects)?
• 4 million flyers distributed in the mailboxes (2
  response rate 80,000 suspects)?

29
Results of the Polish experience

• Initial results
• 1,400,000 flyers inserted in Catholic
  magazines(6,5 of average responses 91,000
  suspects)?
• 4 million flyers distributed in the mailboxes (2
  response rate 80,000 suspects)?
• In this way, in the first 11 months (from
  February to December 2001) we have built up a
  file of

30
Results of the Polish experience

• Initial results
• 1,400,000 flyers inserted in Catholic
  magazines(6,5 of average responses 91,000
  suspects)?
• 4 million flyers distributed in the mailboxes (2
  response rate 80,000 suspects)?
• In this way, in the first 11 months (from
  February to December 2001) we have built up a
  file of
• 170,540 suspects

31
Results of the Polish experience

• Initial results
• 1,400,000 flyers inserted in Catholic
  magazines(6,5 of average responses 91,000
  suspects)?
• 4 million flyers distributed in the mailboxes (2
  response rate 80,000 suspects)?
• In this way, in the first 11 months (from
  February to December 2001) we have built up a
  file of
• 170,540 suspects
• 79,170 of which are HF (active donors)?

32
Results of the Polish experience

• Present results
• once a year, a flyer is left in 12,000,000
  mailboxes

33
Results of the Polish experience

• Present results
• once a year, a flyer is left in 12,000,000
  mailboxes
• the response rate stays around 1 to 1.5
  (depending on the offer)?

34
Results of the Polish experience

• Present results
• once a year, a flyer is left in 12,000,000
  mailboxes
• the response rate stays around 1 to 1.5
  (depending on the offer)?
• 120,000 to 180,000 new suspectsare introduced
  in the data base 

35
Results of the Polish experience

• Present results
• once a year, a flyer is left in 12,000,000
  mailboxes
• the response rate stays around 1 to 1.5
  (depending on the offer)?
• 120,000 to 180,000 new suspectsare introduced
  in the data base
• 50 of them become donors 60 90,000 new
  donors a year

36
Difficulties to implement a Direct Mail operation
in Poland 

• no lists available
• no bulk mail rate
• payments only by money order ( queuing fee)?
• no tracking system to know who made the
  donation
• a severe privacy law imposes formal
  authorisation to have someones name in a
  data base 
• the organisation has to be multi issue
• small average donations expected

37
Monthly donor project 
38
Monthly donor project 

• 21 of the total HF become monthly donors
  (pledges) 

39
Monthly donor project 

• 21 of the total HF become monthly donors
  (pledges) 
• 83 of the pledges are paid every month

40
Monthly donor project 

• 21 of the total HF become monthly donors
  (pledges) 
• 83 of the pledges are paid every month
• the average donation is 23 Sl ( 10,00) 

41
Monthly donor project 

• 21 of the total HF become monthly donors
  (pledges) 
• 83 of the pledges are paid every month
• the average donation is 23 Sl ( 10,00) 
• today the Polish association has 28,400 MD

42
TFPs presence in Poland today 
43
TFPs presence in Poland today 

• Population  39,000,000 inhabitants

44
TFPs presence in Poland today 

• Population  39,000,000 inhabitants
• 1) since 2001  787,098 people answered a flyer
  ordering something (1st step)?

45
TFPs presence in Poland today 

• Population  39,000,000 inhabitants
• 1) since 2001  787,098 people answered a flyer
  ordering something (1st step)?
• 2) 375,586 people have made at least one
  donation
• that means  roughly 50 of the people that
  answer the flyers become donors

46
TFPs presence in Poland today 

• Population  39,000,000 inhabitants
• 1) since 2001  787,098 people answered a flyer
  ordering something (1st step)?
• 2) 375,586 people have made at least one
  donation
• that means  roughly 50 of the people that
  answer the flyers become donors
• 3) 198,500 HF nationwide (012 months)?

47
TFPs presence in Poland today 

• Population  39,000,000 inhabitants
• 1) since 2001  787,098 people answered a flyer
  ordering something (1st step)?
• 2) 375,586 people have made at least one
  donation
• that means  roughly 50 of the people that
  answer the flyers become donors
• 3) 198,500 HF nationwide (012 months)?
• 4) 28,400 monthly donors

48
TFPs presence in Poland today 

• Population  39,000,000 inhabitants
• 1) since 2001  787,098 people answered a flyer
  ordering something (1st step)?
• 2) 375,586 people have made at least one
  donation
• that means  roughly 50 of the people that
  answer the flyers become donors
• 3) 198,500 HF nationwide (012 months)?
• 4) 28,400 monthly donors
• NOTE  the capital necessary to launch this
  operation, provided by the French TFP, was just
  15,000 sent at the very beginning

49
Photos from Poland 
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53
Polonia Christiana the magazine launched this
year
54
Direct Marketing works in Europe ! European
TFP and sister associations' House Files in 2008
55
Direct Marketing works in Europe ! European
TFP and sister associations' House Files in 2008

• in 8 countries  France Germany Italy Austri
  a Poland IrelandPortugal UK

56
Direct Marketing works in Europe ! European
TFP and sister associations' House Files in 2008

• in 8 countries  France Germany Italy Austri
  a Poland IrelandPortugal UK
• representing 290,000,000 inhabitants

57
Direct Marketing works in Europe ! European
TFP and sister associations' House Files in 2008

• in 8 countries  France Germany Italy Austri
  a Poland IrelandPortugal UK
• representing 290,000,000 inhabitants
• TFPs have today 545,000 HFs (active donors)?

58
Direct Marketing works in Europe ! European
TFP and sister associations' House Files in 2008

• in 8 countries  France Germany Italy Austri
  a Poland IrelandPortugal UK
• representing 290,000,000 inhabitants
• TFPs have today 545,000 HFs (active donors)
• from which 44,000 are Monthly Donors
• representing an income of 660,000 each month

59
What about Web ?
60
Web-Web techiqueversus Web-Mail technique
61
Web-Web techiqueversus Web-Mail technique

• Web-Web technique
• both prospection and HF take place on Web

62
Web-Web techiqueversus Web-Mail technique

• Web-Web technique
• both prospection and HF take place on Web 
• even if we demand the physical addresses
• the addresses are given because required
• it doesnt mean in itself a Mail behaviour
  besides a Web behaviour

63
Web-Web techiqueversus Web-Mail technique

• Web-Mail technique 

64
Web-Web techiqueversus Web-Mail technique

• Web-Mail technique 
• prospection as well HF take place both by Web
  by Mail

65
Web-Web techiqueversus Web-Mail technique

• Web-Mail technique 
• prospection as well HF take place both by Web
  by Mail
• a two step technique is used to do so (explained
  further)?

66
Web-Web techiqueversus Web-Mail technique

• Web-Mail technique 
• prospection as well HF take place both by Web
  by Mail
• a two step technique is used to do so (explained
  further)?
• the postal address is communicated in order to
  receive something by Mail  

67
Web-Web techiqueversus Web-Mail technique

• Web-Mail technique 
• prospection as well HF take place both by Web
  by Mail
• a two step technique is used to do so (explained
  further)?
• the postal address is communicated in order to
  receive something by Mail   
• doubtless, this means a Mail behaviour

68
Web-Web techiqueversus Web-Mail technique

• Web-Mail technique 
• prospection as well HF take place both by Web
  by Mail
• a two step technique is used to do so (explained
  further)?
• the postal address is communicated in order to
  receive something by Mail 
• doubtless, this means a Mail behaviour
• such Mail behaviour will have a significant
  impact in HFs

69
The two step Web-Mail technique
70
The two step Web-Mail technique

• clicking on Google sponsored links content Web
  sites people go to our landing page

71
The two step Web-Mail technique

• clicking on Google sponsored links content Web
  sites people go to our landing page
• an offer to purchase an item is made to the Web
  visitor to place the order, he has to introduce
  his complete postal address
• We let him know that a donation is going to be
  asked for the spreading of the campaign all over
  the country

72
The two step Web-Mail technique

• clicking on Google sponsored links content Web
  sites people go to our landing page
• an offer to purchase an item is made to the Web
  visitor to place the order, he has to introduce
  his complete postal address
• We let him know that a donation is going to be
  asked for the spreading of the campaign all over
  the country
• a welcome package is mailed including the item,
  the invoice a request for a donation 

73
The two step Web-Mail technique

• clicking on Google sponsored links content Web
  sites people go to our landing page
• an offer to purchase an item is made to the Web
  visitor to place the order, he has to introduce
  his complete postal address
• We let him know that a donation is going to be
  asked for the spreading of the campaign all
  over the country
• a welcome package is mailed including the item,
  the invoice a request for a donation 
• if the person doesn't pay, five follow-ups by
  e-mail are sent (at no cost), and a 6th final one
  is mailed through the post at the 45th day

74
What about the statistics ?
75
What about the statistics ?

• impressions 10 million daily

76
What about the statistics ?

• impressions 10 million daily
• clicks 10.000 daily (0,10)?

77
What about the statistics ?

• impressions 10 million daily
• clicks 10.000 daily (0,10)?
• postal addresses 900 daily 328,000 a year

78
What about the statistics ?

• impressions 10 million daily
• clicks 10.000 daily (0,10)?
• postal addresses 900 daily 328,000 a year
• new donors 252 daily (28 of 900) 7,560
  monthly (252 x 30) 90,720 yearly (7,560 x
  12)?

79
What about the statistics ?

• impressions 10 million daily
• clicks 10.000 daily (0,10)?
• postal addresses 900 daily 328,000 a year
• new donors 252 daily (28 of 900) 7,560
  monthly (252 x 30) 90,720 yearly (7,560 x
  12)?
• donor cost R 11 2,90

80
What about the statistics ?

• impressions 10 million daily
• clicks 10.000 daily (0,10)?
• postal addresses 900 daily 328,000 a year
• new donors 252 daily (28 of 900) 7,560
  monthly (252 x 30) 90,720 yearly (7,560 x
  12)?
• donor cost R 11 2,90
• not donors 237,780

81
What about the statistics ?

• impressions 10 million daily
• clicks 10.000 daily (0,10)?
• postal addresses 900 daily 328,000 a year
• new donors 252 daily (28 of 900) 7,560
  monthly (252 x 30) 90,720 yearly (7,560 x
  12)?
• donor cost R 11 2,90
• not donors 237,780
• viral effect 40 of the above
  figures (no Google cost in this case)?

82
What about the statistics ?

• impressions 10 million daily
• clicks 10.000 daily (0,10)?
• postal addresses 900 daily 328,000 a year
• new donors 252 daily (28 of 900) 7,560
  monthly (252 x 30) 90,720 yearly (7,560 x
  12)?
• donor cost R 11 2,90
• not donors 237,780
• viral effect 40 of the above
  figures (no Google cost in this case)?
• final figures 127,000 new donors a year

83
Is the theory confirmed by the behaviour of this
Web-Mail peopleon HFs?
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Is the theory confirmed by the behaviour of this
Web-Mail peopleon HFs?

• YES ! it is confirmed 

85
Is the theory confirmed by the behaviour of this
Web-Mail peopleon HFs?

• YES ! it is confirmed 
• They are even a 10 better than a classical HF
  prospected trough lists
• (never less than 18 answer a HF with a
  donation)?

86
Is the theory confirmed by the behaviour of this
Web-Mail peopleon HFs?

• YES ! it is confirmed 
• They are even a 10 better than a classical HF
  prospected trough lists
• (never less than 18 answer a HF with a
  donation)?
• 10 better response could seem not so important

87
Is the theory confirmed by the behaviour of this
Web-Mail peopleon HFs?

• YES ! it is confirmed 
• They are even a 10 better than a classical HF
  prospected trough lists
• (never less than 18 answer a HF with a
  donation)?
• 10 better response could seem not so important
• In fact, 10 better response increases 2030 the
  benefit !

88
Why Web-Web people dont answer HFs as well as
Web-Mail people ?
89
Why Web-Web people dont answer HFs as well as
Web-Mail people ?

• Traditionally, people tend to be sensitive and
  react by the same way they have joined

90
Why Web-Web people dont answer HFs as well as
Web-Mail people ?

• Traditionally, people tend to be sensitive and
  react by the same way they have joined
• If a person joins by telemarketing, she will
  answer well by telemarketing, not by mail, and
  vice versa, and so forth

91
Why Web-Web people dont answer HFs as well as
Web-Mail people ?

• Traditionally, people tend to be sensitive and
  react by the same way they have joined
• If a person joins by telemarketing, she will
  answer well by telemarketing, not by mail, and
  vice versa, and so forth
• Because of this, its not enough just to ask for
  the physical address for an unknown future use

92
Why Web-Web people dont answer HFs as well as
Web-Mail people ?

• Traditionally, people tend to be sensitive and
  react by the same way they have joined
• If a person joins by telemarketing, she will
  answer well by telemarketing, not by mail, and
  vice versa, and so forth
• Because of this, its not enough just to ask for
  the physical address for an unknown future use
• On the opposite, receiving something by mail
  after ordering it by Web, and reacting by mail,
  favours a Mail behaviour

93
Why Web-Web people dont answer HFs as well as
Web-Mail people ?

• That is the vital difference between Web-Mail
  technique and Web-Web technique

94
Why Web-Web people dont answer HFs as well as
Web-Mail people ?

• That is the vital difference between Web-Mail
  technique and Web-Web technique
• Important Web-Mail technique doesnt mean to
  abandon the Web-Web-technique but exactly the
  opposite

95
Why Web-Web people dont answer HFs as well as
Web-Mail people ?

• That is the vital difference between Web-Mail
  technique and Web-Web technique
• Important Web-Mail technique doesnt mean to
  abandon the Web-Web-technique but exactly the
  opposite
• Web-Mail technique Web-Mail technique Web-Web
  technique

96
THE END