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Marketingadvents Celebrating 60 Years MARKETINGAdVents Celebrating 60 Years July 2015 Publication of the Direct Marketing Association of Washington Vol 54 | No 7 For 20 years – after the Internet came along Fundraising Is Dead? – there has been a meme circulating in fund- raising sectors that “fundraising is dying” or, at Long Live Fundraising! least in “severe decline.” Yet fundraising is not BY MICHAEL BROWN just surviving – in some corners it is thriving. • True – HOW we are practicing fundrais- have long been a fanboy of the CEO of Lyris, ing is radically changing. John Philpin’s, blog. I like not only what John writes about, but how he writes. • True – HOW professional fun- I draisers engage supporters is Recently, John wrote a post about the radically changing. publishing industry that I thought • True – The fundraising direct mail industry had analogous points to fundrais- summer is in terminal decline – that’s not a bad thing ing. I’d like to use the framework of … today, mail is just getting in the way. that post to display the uncanny similarities between the two 2015 • True – If you aren’t paying attention, industries. you would assume that fundraising has hit a low because your direct mail results are Here goes … down. Oh, and what you read and hear through trade publications and associa- To misquote Mark Twain, “The re- tions—most of which are still largely de- ports of the death of fundraising pendent on direct mail industry support— have been greatly exaggerated.” well, you get it. continued on page 15 The Tools You Need to Use this checklist to determine What's New if you are giving your writers the Wee, wee, wee tools they need to mine for story- See page 15. Strike Storytelling Gold telling gold. BY LISA SWAYZE Hot Topics 1. Does your writer have a seat at Direct Marketing Associations ......2 hen you hire a the table? fundraising copy- o YES o NO DMAW Calendar ................................2 writer, you are President's Perspective ....................3 Wputting your faith in them to If you are drafting a mail strategy DMAW Celebrates 60 Years. ............4 write meaningful and impact- alone at your desk and just email- ful copy to inspire your donors Copywriting ........................................4 ing it to your copywriter, you are Avoiding the False Positive ............5 to give to your cause. As one of missing a huge opportunity. Give Production ..........................................6 those copywriters, I can assure your writers a seat at the table in you we want to give you all of regular creative strategy meetings. Show/Don’t Tell ..................................7 that and more. We do our deter- Let them talk to leadership to learn Multi-Channel Engagement ...........8 mined best to dig deeply into your work and come up your organizational voice. Production Matters ...........................9 with nuggets of storytelling gold. But you have to do your part too! Try as we might, we have not yet figured Ring, Ring ..........................................10 2. Does your writer have access to Donor Engagement ........................11 out how to weave gold from straw. program staff? Postal Developments .....................12 o YES o NO Let’s face it. If you owned a gold mine, you wouldn’t DMAW/EF ..........................................14 send miners in to search for gold without equipment or It’s often the frontline program The Small- to Mid-Tier Agency ....16 training. So, why do so many nonprofits keep sending staff who carry your organization’s News Notes .......................................16 their copywriters off to craft golden words without the A Marketing “How To” Guide ........18 right tools? continued on page 13 Become a Master Negotiator .......19 DIRECT MARKETING BY LINDA GILL ANDERSON 2015 ASSOCIATIONS CelebratingCALENDAR 60 Years JULY JULY Deadline for registration is 24 hours The Power of Using Your Strongest before the event, space permitting. Cancellations must be received 48 hours Brand Ambassador—Your in advance. No-shows will be billed. Register online at www.dmaw.org or call Association Magazine—To Recruit 703-689-DMAW (3629) DMAW Monthly Lunch & Learn MARKETING ADVENTS and Retain Members 12—2 pm SEIU, 1800 Massachusetts Avenue, NW our never get old. It will be appreciated by the Washington, DC asso- recipient or passed along to other profes- Metro: DuPont Circle ciation sionals. Developing a wrap that features Thursday, September 17 Ymagazine is a Join Today with your best membership Telemarketing significant chan- offer, mailed to targeted lists, should be Molly Barker, deputy director marketing, nel for delivering highly responsive. Democratic National Committee, and persuasive mes- Chrissy Hyre, associate director of telemarketing strategies, Chapman Cubine saging to your If you use an integrated campaign includ- Adams + Hussey. current members, ing email and traditional #10 or 6x9 pack- and recruiting ages as subsequent efforts, this recruit- new ones. Are you leveraging every op- ment series can be effective in cultivating Tuesday, July 7 portunity to do so? prospects. Focusing each touch with a DMAW MAXI Award Ceremony and unique message from key voices inside Reception 4:30—6:30 pm Magazine Wraps for Retention your organization such as the President Gaylord National Hotel & Conference Center Wraps or poly bag inserts are a highly ef- or Policy Director will help the prospect National Harbor fective technique to call attention to cur- understand more fully what your mission Gold, Silver and Bronze Awards will be is, and of course an effort from the Mem- presented at the MAXI Awards Ceremony. rent member status. Next to Last Issue, Last Winners will be presented with an award Issue, Your Membership Is Expired, Reinstate bership Director will drive home the value engraved with words that mean a great Now are all excellent copy platforms to proposition. deal to professionals in our industry: “In alert members it’s time to renew, and if Recognition of Outstanding Achievement in Direct Marketing.” they want to continue receiving the maga- Member-Get-A-Member Campaign zine with uninterrupted service, to please Peer-to-peer (P2P) membership cam- July 7 - 9 act now. The cost is efficient compared to paigns are the most effective of all. If you 10th Annual Bridge to Integrated Marketing reinstatement direct mail, and thus this use a magazine wrap to encourage your and Fundraising Conference current members to recruit new members 8 am—6:30 pm channel is likely one of your most efficient Gaylord National Hotel & Conference Center drivers for retention. If you do not current- and highlight the benefits to them, such as National Harbor ly have multiple efforts in your magazine discounts on their membership with every wrap series, consider testing an additional new member on a magazine wrap, you’re September 30 likely to generate more members than Association Marketing Day Conference effort. Even your longtime lapsed mem- 7 am—5 pm bers can be reminded what a benefit and ever before. Now that’s a win-win-win! The Capital Hilton source of critical information the journal 1001 16th Street, NW can be, and receiving one with a message I look forward to hearing back from you Washington, DC 20036 “We Want You Back” can deliver results about unique ways you have used your Tuesday, October 20 that will surely prove effective. At NACDL, association magazine to recruit and renew 2015 Digital Day Forum we have found that mailing even deeper members. And if you’re looking for new 9 am—4:30 pm into the file of longtime lapsed members opportunities to learn from association location TBD professionals across the region, don’t miss Are you interested in gaining valuable insight with a special wrap “It’s Been a While” with from experts in the field on new trends and special messaging about benefits and the DMAW Association Marketing Day on smart integration techniques you can apply resources that have been added and are September 30, 2015, at the Capital Hilton to your online strategy? Web-based media new since they were last a member, along Washington. You’ll find me in the front is the fastest growing medium, as more row listening and learning new tech- organizations integrate web communication with a strong call-to-action is outperform- into their marketing mix. With technology ing some of our other campaigns. niques that I can immediately put to use. evolving each day, new opportunities surface Linda Gill Anderson serves as the membership marketing with innovative approaches for online tool implementation. Join us for the 2015 Digital Magazine Wraps for Recruitment manager for the National Association of Criminal Defense Day Forum on Tuesday, October 20, in Lawyers (NACDL). In this new position for the association, Using your association journal as a re- Washington DC for a day of digital marketing cruitment sample with a poly bag insert she focuses on direct member service retention and success stories, networking, and tips to help or magazine wrap, and putting it directly recruitment, as well as implementing new strategies and you grow your business. programs that add value and increase membership. Reach into the hands of your prospects will her at [email protected]. 2 MARKETING ADVENTS DMAW Executive Committee PRESIDENT'S PERSPECTIVE & Board of Directors 2015 BY JAMIE NATELSON Executive Committee President—Jamie Natelson Avalon Consulting Group 202-429-6080 ext. 106 [email protected] JULY JULY Vice President/President Elect—Cheryl Keedy Production Solutions, Inc. 703-734-5700, [email protected] 2015 Treasurer—Kathy Calta Barton Cotton, 410-565-5040 [email protected] Secretary—Alan Rich, Nova Label Co. 301-386-4433, [email protected] Immediate Past President—Peter Carter Chapman Cubine Adams + Hussey 703-248-0025, [email protected] Board of Directors Dennis Ashcraft, Colortree Group 804-358-4245, [email protected] Samantha Brown, Fundraising Professional 215–287-9222, [email protected] Kate Carr, Silver Marketing 301-652-3691, [email protected] t is July—not when I write this —but incarnations of dot com names coming Jim Chmielewski, Public Interest Communications 703-847-8300, [email protected] when you are reading this at Bridge round the bend.
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