How to create successful

direct mail.
Direct Mail in Fundraising Group.
27 September 2010
Who are we?
Danielle Atkinson
Head of Digital & Individual Giving,
Merlin
Ian Boardman
Creative Director (Print),
Consider
Ben Leeves
Creative Director (Digital),
Consider
Why are we here?
• Share thoughts and experiences.
• Client / Agency providing different perspectives on
creating good and successful direct mail.
• Experienced in creating successful DM.
• How do we get there? How does it come together?
• Show how to get the most from your agency.
What’s coming up?
1. The brief
2. Copy
3. Creative
4. Presentation
5. Feedback & Amends
6. Case studies
7. Any questions?
8. Top tips
 The brief
What makes a good brief?

“First, tell me what you want to say,

who you want to say it to and
why you want to say it.”
Saul Bass
The brief
Start with ensuring you answer these questions:

What do you want to say?

• What message are you communicating?
• Are you giving information about your charity / an emergency?
• Are you asking your audience for their help?
The brief
Start with ensuring you answer these questions:

Who do you want to say it to?

• Who are your audience?
• Include typical donor profile / everything relevant about donors.
• Are they Cold / Warm / Cash / Regular Givers?
The brief
Start with ensuring you answer these questions:

Why do you want to say it?

• What are your reasons for communicating with this audience?
• Donation ask / Retention / Legacy?
The brief
What makes a good brief?

• Background and brand knowledge for your agency.

• Any valuable insights.
• Keep it relevant, clear and to the point.
• Give your agency an angle to work from.
• Put some of yourself into it.
Bring the brief alive.
• Remember, you are part of the
creative process – get involved!
The brief
What makes a good brief?

• Clearly laid out.

• Succinct background
information.
The brief
What makes a good brief? • Question / Answer layout.
The brief
What makes a good brief? • An angle for copy and creative.
The brief
What is a bad brief?

• Lacks focus and is vague.

Needs a single-minded proposition.
• Doesn’t get to the point.
• Overly long.
• Repetitive.
• Contradicting messages.
• Contains information irrelevant to the brief.
The brief
What is a bad brief?
Copy
Copy
Copy
Copy
Copy
Copy
Copy
The copy
How do you get great copy?

• Involve the whole team when briefing:

Client, Copywriter, Creatives.
• Ensure creatives are involved with the copywriter.
Different ways of thinking (Words vs Pictures) = ideas.
• Ask colleagues for input. Mix it up for a more
rounded perspective.
• Who should see copy once first draft is written?
• Consolidate amends to copywriter.
The copy
So, what does good copy look like?

Do you remember Boxing Day 2004 – the day of the Asian tsunami? In a matter of
hours, hundreds of thousands of people were killed, many more were injured or left
homeless, and a vast number of children were cruelly deprived of their parents and
families.
I know that the suffering of the people caught up in this disaster touched you deeply
– so much so that you sent a very generous donation to the Daily Telegraph’s appeal on
behalf of our medical charity, Merlin. And it was your support that helped us act within
hours to bring relief to many thousands of tsunami victims.
Our multi-skilled team treated the injured, gave vital health care to vulnerable
children, helped to rebuild hospitals and clinics, and helped prevent outbreaks of
diseases from taking more lives. ‘They did all that was expected of them,’ wrote
veteran Telegraph journalist William Deedes, ‘then, after others left, they stayed to see
it through.’ But we couldn’t have done it without you. You not only helped to save
countless lives, but you helped to turn our relatively young charity (founded in 1993)
into the major medical relief organisation that it is today.
The copy
How do you recognise bad copy?

• Lacks focus and flows badly.

• Lacks emotion.
• Wrong tone of voice for your audience.
• Insensitive to subject matter.
• No strong calls to action.
• Ensure it is personal, about the donor and
what they achieve. Not all about you.
• Needs to be obvious what you want the
donor to do.
The copy
What does bad copy look like?

The children of Liberia need your help to grow up.

Imagine trying to bring up a child when you’re not only struggling to feed them, but
you’re terrified they may get ill. You live in constant fear knowing that something as
trivial as an upset stomach could kill them.
Sadly, that’s what it’s like everyday for mothers in Liberia where the recent civil wars
have all but destroyed the healthcare system. And the healthcare that is available
costs money they don’t have.
One in five children won’t live to see their 5th birthday.
Perhaps the most tragic – and shocking – thing of all is that children there are dying
of easily treatable diseases like pneumonia, measles and diarrhoea. Diseases that we
wouldn’t consider life threatening here in the Western world.
Lucille’s baby boy had dyssentry but died because she couldn’t find a clinic that
provided free treatment. Heartbreakingly, if he’d been given a simple rehydration
solution, like the ones we can get at the chemist, he might have lived.
Creative
How does the creative take shape?

• Do homework! Consult guidelines, become familiar with brand.

Research subject.
• Chat with copywriter. Share creative. Firm up copy.
• Brainstorm ideas – together! Get everyone involved, different
perspectives. Mix up digital and print, irrespective of brief.
• How long do we spend on the creative? Cost dependent,
designer will typically spend two days on a route.
• Who and how many are involved? Account Manager,
two designers with Creative Director.
Creative
How many creative routes?

Route 1.
• The banker option.
• To the brief.
• Meets expectations.
Creative
How many creative routes?

Route 2.
• More creative and exploratory.
• On brief.
• Meets and exceeds expectations.
Creative
How many creative routes?

Route 3.
• The curveball.
• Unexpected but on brief.
• Expectations are challenged. Pushes creative thinking.
• Shows where project COULD go.
• Pulls on areas outside the brief and third sector.
• Can spur discussion, encourage further thinking.
• Always ask for a curveball route; you should expect it.
Creative
How many creative routes?

• Ask any questions as you progress.

• Evaluate. Present internally. Justify. Revisit creative.
• Mock up. Essential to interact with creative, feel how it
works and what your audience will experience.
• Ready to present!

• Your agency should go further than the brief.

• Don’t just accept what the client has told you.
• Creative value is in thinking further than the client.
Presentation
What should you expect from a presentation?

• Who should be there? Creative: Creative Director, Senior Designer,

Account Manager. Client: Campaign Manager and your Manager.
• Talk through creative rationale. Everyone should understand
thinking and reasons behind creative decisions. Enjoy work being
shown – it’s the fun bit!
• Be open minded. Give your agency chance to explain creative.
Each route is there for a reason.
Presentation
What should you expect from a presentation?

• Honest feedback is essential. Don’t be afraid to speak

your mind. Makes for a better relationship and you get
the job you want.
• Agency should be able to take criticism and
shouldn’t be precious.
• A successful piece of DM. Agency don’t want the DM to fail,
charity wants it to deliver (beat targets).
• Needs to be something that brings in results rather than
pretty and award winning (although this is always nice!)
Feedback & Amends
What happens next?

• Honest feedback means better creative. If you think it would

work better with two routes combined, say so.
• Only show creative to those who really need to see it.
• Amends to copy should be very minor.
Amends to creative are expected.
• Three rounds of amends should suffice. Don’t dripfeed amends.
Gather and consolidate your feedback, avoiding additional
costs and errors.
Feedback & Amends
What happens next?

• Mark up amends on a PDF; less room for error.

• Ideally use your agency’s extranet. Keeps everything in
one place with record of activity and comments.
• Agency should liaise with printer,
ensuring artwork files will be correct.
Case studies Cash Ask
Save the Children ‘Orphan’ Mailing
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Please <Mr Sample> will you give as much as you can
to help a child who has nothing?
• Separate A4 donation form.
Your gift Large call to action.
Please help as many children as you can by giving:
£40

I enclose:
£30

Cheque
£20 Other £

Postal Order CAF (Please make Cheques and Postal Orders payable to Save the Children)
Strong personalisation
OR please charge my: MasterCard Visa CAF Maestro

Credit Card Number/Maestro Number (Maestro only) Issue no. Start date Expiry date

/ /
Photo: Kate Holt/Save the Children

Signature: Date:
Please return to: Freepost RSCJ-SLCC-GECC, Save the Children,Valldata House, 2a Halifax Road, Melksham SN12 6YY.
For security reasons, please do not send cash through the post.

Using Gift Aid makes your donation worth more at no extra cost to you
tland (SC039570)
For every £1 you give us, we get an extra 25 pence from the Inland Revenue. So just tick here, it’s that simple! I am a UK
tax payer and I want Save the Children to treat all donations I have made for the last six years and all donations I make
in future as Gift Aid donations, until I notify you otherwise. Tick here GA
Date: / /
To qualify for gift aid you must pay enough income or capital gains tax in the financial year to cover the amount we will reclaim on your behalf.
Case studies Upgrade
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Case studies Retention

Merlin Response Newsletter Mailing
August 2010
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Top tips
1. Get the brief right.
2. Inspire your agency. Expect more.
3. Ensure the agency understands your audience.
4. Don’t be afraid to give honest feedback on design.
Ensure you understand the process.
5. Work as a team.