Wednesday, July 8th, 2015
11:15 AM - 12:30 PM: Breakout 2
The "Secret Sauce" for High Touch Mail
Everyone wants a cost-effective and time-conserving way to reach out to top constituents. But how can you make a high-touch direct mail appeal letter seem as if it were truly written, assembled and mailed with a single donor in mind? In this fun, practical and fast-paced session, strategic and creative expert Nelson Checkoway, founder and principal of Rising Tide Direct and Michelle LeMay Santiago, Director of Individual Giving at 92nd Street Y, will examine some real examples of high-touch mail and share ways to help you: Dissect the "Good, Bad and Ugly" of high-touch mail techniques; Thrive in the "land of small numbers" (smaller high-end donor files); Reach down and qualify more high touch prospects; Deploy the "3 P's" -- printing, personalization and postage - to upgrade your mail; Guesstimate which tests and techniques are worth deploying; Make your gift acknowledgment the first touch for your next appeal. You'll walk away from this session with the recipe to brew up a "Secret Sauce for High Touch Mail" with 25 practical tips you can put into immediate use!
Learning Outcome #1
By attending this session participants will learn: 25 (or more!) specific recommendations -- in the use of the "3 P's" -- printing, personalization and postage -- to make their high touch mail stand out!
Learning Outcome #2
By attending this session participants will learn: How to evaluate the costs of high-touch techniques against a likely range of responses, to determine which tests are worth performing.
Learning Outcome #3
By attending this session participants will learn: How to recruit the help of board members and volunteers to conduct "ultra-high-touch" micro-campaigns to very targeted and small cohort (from a few dozen to a few hundred) of their highest valued donors.