The Top 10 Things I Learned During My First Year in Direct Mail
Posted on Tue, May 04, 2010
By Nicki Dahlquist, Account Representative
So I was asked to come up with a list of the “Top 10 Things I Learned during My First Year in Direct Mail” … Since this is my very first blog post and there was so much I learned, I decided to ask a few of my peers what they’ve learned too. Here is what we came up with:
- Recency. Frequency. Monetary. Donors that just gave are most likely to give again.
- I had NO idea there was really a way to check a barcode!!!74210!
- Review all client copy edits before making them. Be cautious of anything that could dilute the copy or make a package less successful. Remember, even though they’re the boss, they pay you for your expertise.
- Proofreading is crucial. Do it out loud.
- Checklists will save you from making mistakes.They’re also a great way to keep track of what you’ve already done.
- The 80/20 Rule. 80% of an organization’s donations comes from 20% of its donors.
- The word “renewal” needs to be ALL over your renewal communications (i.e. OSE teasers, letter, reply headline, RAE, subject line, banner, callout box, P.S. etc.).
- Direct Marketing WORKS!
- Maintain a production schedule for all of your clients’ campaigns. This is essential to staying on track and creating a steady cash flow. It also helps your team know what needs to be done each day.
- Tracking your clients’ costs and staying under budget is very important. This is not only because of how important it is to make sure that you’re fundraising successfully, but also because it makes you and your organization give a much more professional impression.
Whew, that’s quite a bit. Did I leave anything important out? What did YOU learn in your first year?
