The Jewish Donor Blog posts will no longer be updated here on this site.
Not to worry, we are still posting great content just on a new site.
For our latest updates and blog posts, please check us out on our brand new blog site at:
Same great posts, same amazing writers. We’ve just integrated our blog into our new website for you to enjoy and share our content quicker, easier and faster.
Enjoy and we’d love to hear your feedback on our new blog format.
Need to reach your target audience on the phone they’re around the most? This list gives you access to cell phones, the phone people carry with them for a good part of each day.
*Please check how the TCPA (Telephone Consumer Protection Act) regulations apply to or affect your client.
Guest Post by Jim Gilbert and some commentary by @yoavkaufman “Direct Mail’s Death Rumors are Greatly Exaggerated (but by whom?)”
I’ve been following Jim Gilbert of Gilbert Direct @gilbertdirect on Twitter for some time. His latest article caught my eye since it’s a question in the back of my mind and I think one that’s on many peoples radar.
The topic is direct mail and more specifically, the lifespan of direct mail.
Let’s be honest, direct mail is a dinosaur in the world of marketing and fundraising. It’s been around forever and although it changes and adapts, it’s still the senior member of many companies marketing campaigns. Being senior has it’s advantages and disadvantages. Being tried and tested means one knows the craft and has been around the block and back and lived to tell about it. A disadvantage is that at every move you have people guessing when will be the last game you’ll play.
I’ve been in the direct mail business for 10 years or so and the view from my desk shows little slow down. Business may have peaked in 2007 or so, but mailers are back now that the economy has taken a turn for the better.
Personally, I don’t see direct mail disappearing any time soon unless we see some radical change. If the U.S. post office shuts down or postage triples in cost overnight (which may be both actual possibilities some time in the future!) then we’ll see a big shift. Also, when my kids get to be my age in another 35 years, it’ll be interesting to see how direct mail plays into the marketing scheme of things since my kids and many their age were raised on iPads, not handwritten letters.
But, can’t we all just get along? Actually, no.
“Every time I turn around, there’s a new name and/or affront to direct mail. First it was push marketing. (We were being too pushy!) Then it was outbound marketing. (“They” coined the phrase “inbound marketing.”) The term I hear all the time these days that makes my blood boil is “intrusion” marketing.”
“Who creates these monikers? It’s the marketers of course!”
“And while referring to direct marketers as intrusion marketers, they’ve named themselves “attraction” marketers. Let’s attract; let’s start a conversation; let’s communicate. Oh please!”
So let me set the record straight for those who proffer the garbage that direct mail intrudes.
Consider the following:
1. Direct mail isn’t going to die anytime soon. Direct mail marketers will evolve, survive and thrive. By taking advantage of personalization and the multitude of tools online, direct marketers’ response rates will increase and targeting will get even better. Direct mail is still the most highly targetable media around. There are thousands of list on the market both consumer and B2B with endless selections and possibilities for drilling into the data for precise targeting. There are coops like I-Behavior and Abacus that allow for very tight predictive modeling for prospecting as well. And then there is mailing to your own company’s house file. I do that regularly. A diet postcard I mailed a while back generated about $200,000 in revenue on costs of $4,000…. that’s a 50:1 ROI folks…. and it’s not something that is an exception to the rule either.
2. If your goal is to be relevant, direct mail delivers. Direct marketers don’t want to mail to people who don’t want to receive their offers. And those consumers who don’t want to receive catalogs/direct mail can turn to suppression services such as Catalog Choice and the Direct Marketing Association’s mail preference service to opt out. All mailers can use those files as suppression files before mailing so as not to reach someone not wanting to be mailed.
3. All of us so-called “intrusion” marketers set the rules for direct marketing and internet marketing. We created a medium that’s all about measurement and metrics. Direct marketers are responsible for the tools that differentiate themselves from those dot-bomb sock puppet marketers, so why are they dissing you?
4. You’d think there’s room for all types of media in today’s marketing mix. Direct marketers don’t bad-mouth pull marketing. They embrace it, use it, measure it — and if it works, roll out with it. They’re driven purely by return on investment. If it works, they love it.
5. It still works. Direct marketers have taken big hits on paper and postage rates, the economy, even anthrax in the last decades, but they continue to soldier on. The truth is, they still get response and ROI. If not, they’d stop mailing. Consumers still buy via the mail, and will continue to do so.
The bottom line: Don’t buy into the self-fulfilling prophesy that direct mail is a dead medium. It ain’t! My clients are seeing good to excellent results in the mail. Just follow the principles of direct marketing and you’ll succeed.
Please note: This article originally ran for Retail Online Integration Magazine where I have a regular column.
Jim Gilbert is president of Gilbert Direct Marketing Inc., a full-service catalog, direct marketing and social media agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert. You can email him firstname.lastname@example.org, follow him on Twitter at www.twitter.com/gilbertdirect
If you have Gmail you’ve noticed recently that there has been some changes. Instead of getting all your mail to one inbox your mail is now separated into three categories: Primary, Social and Promotions.
This is where those of us that send out email campaigns for our clients might start to do this:
Not to worry. Take a deep breath. Things are not be as bad as that, for a few reasons.
1. Even though your open rates may suffer, the people who find your email in the promotions area will most likely take the time to interact with it be it through a click, an action step, etc.
2. If you are mailing to a “house” file you can encourage people to move your emails over to the “Primary” tab since if they are opting-in to get your content then your really shouldn’t be in the “Promotions” tab in the first place.
3. If you stick to what works well in designing a good looking email with a solid call to action, keep it simple and uncluttered and have a good call to action you will still have the advantage over the email marketers who’s 15 year old cousin designs their campaign in Microsoft Word.
4. People receiving emails in the “Promotions” tab now have the chance to scan and read these emails separately from the emails in their “Primary” inbox. This will give people more time and patience to sort through the promotion emails and give them the time and in some cases lack of time that they deserve. Since the emails are no longer clumped with the important stuff and they get their own space they will now get more time that just delete, delete, delete….
In short, keep an eye on your next few email campaign stats with an eye on the Gmail accounts see what if any affect the new changes have.
And breathe, don’t forget to breathe. The alternative is not so great.
The Big Boom in Online Giving: http://philanthropy.com/article/The-Big-Boom-in-Online-Giving/139965/
“(Online) Donations rose 14 percent last year from 2011, to $2.1-billion, in a study of 115,000 nonprofits whose giving totals were provided by the online-fundraising processors Blackbaud, Network for Good, and PayPal.”
Did you ever want to test an email campaign to a targeted Jewish email list? Negev Direct has just the list that you’ll need.
We’re sure to have at least a few lists that match the type of Jewish donor your looking for.
Ask these potential donors to learn more about your organization’s mission. Ask them to get involved in a new or existing project.
Don’t forget to also ask these prospects to volunteer with your nonprofit, sign a petition, join your email, mailing and newsletter lists, buy a raffle ticket and yes, donate.
Email me today for more info email@example.com
“We do not want our generations epitaph to read ‘we kept charity overhead low'”
– Dan Pallotta
So if your a long time reader of our blog, you have noticed that we recently completely overhauled our blog design.
The story is that we were on Blogger for almost 5 years and we wanted to upgrade to a more sophisticated look,
experience and admin site.
Take a couple minutes to explore our new design, we think you’ll like what you see.
I’m still in the process of re-formatting and tagging some of our really old posts, so if you look at posts far enough back (like 4 years back) you may see a few that don’t fit the look of the new blog. I’ve spent a good six or more hours re-formatting and tagging old posts and I have another two solid hours of work, but I’ll get whole the blog looking the way it should in in the very near future.
For now, enjoy the new Jewish Donor Blog and let us know what you think in the comments area.
Thanks for reading.
History of Marketing Infographic
Israel has just lost a good friend.
From the Los Angleles Jewish Journal:
“A prolific donor who had a reputation for humility, Becker donated to organizations that shared his belief in Israel’s importance to the Jewish people and to the world, due to its democratic nature. He gave funds to StandWithUs, which fosters pro-Israeli activism, CAMERA (Committee for Accuracy on Middle East Reporting in America), the Zionist Organization of America, MEMRI, which translates Mideast media into English, and many others.”
“However, Becker’s commitment to Israel transcended financial support, according to statements released by several organizations.”
“He was an unusually great human being, a mensch,” said the ZOA’s Morton Klein.”
“He shifted the paradigm of pro-Israel activism,” said StandWithUs’s Roz Rothstein. “Without him, the pro-Israel community would not be as strong and effective as it is today.”
Read the full article from the LA Jewish Journal here by clicking here
2011 was another full year of blogging for the JDB that’s now almost in the books!
In 2011 we wrote 67 new posts for an average of around 5.6 posts a month or a bit over a post a week.
With over 68,000 views and interactions we’re just starting to get our blogging on!
At the JDB we are really looking forward to 2012, which will take us into our fourth year of blogging!
In 2012 we’ll continue to bring you the newest and most insightful posts about Jewish fundraising, marketing and life in Israel.
As always, we want to thank you for reading and sticking with all these years. Drop us a line in the blog comments area, we’d love to hear from you 🙂
Here’s a quick look back at our top posts from 2011 (in no particular order):
Two of America’s oldest, largest and most prominent Jewish organizations are suffering massive slides in public contributions as Jews appear to be turning away from large, multi-issue advocacy groups and toward single-issue organizations.
Don’t take our word for it.
Check out the article in Ha’aretz.
Charity Navigator has a somewhat controversial rating system for charities awarding stars to measure the financial health, viability and transparency of charities.
A new updates rating system has resulted in ratings changes for over half of the 5,500 charities rated. Charity Navigator considers whether the charity is making easily available information regarding its governance practices, ethical practices, financial information, effectiveness and results.
Our friends at e Jewish Philanthropy have just posted a blog lists changes in the ratings of many large Jewish Charities. Here is a list of Jewish organizations that have lost the coveted 4 Star rating (new ratings appear in parentheses following the organization name).
- Agudath Israel of America (2)
- Aish New York (3)
- Alexander Muss Institute for Israel Education (3)
- American Committee for Shaare Zedek Medical Center In Jerusalem (3)
- American Friends of Nishmat (1)
- American Friends of Shalva (1)
- American Friends of the Israel Museum (3)
- American Friends of Yad Eliezer (3)
- American Israel Education Foundation (3)
- American Pardes Foundation (3)
- American Society for Yad Vashem (2)
- The Associated: Jewish Community Federation of Baltimore (3)
- Birthright Israel Foundation (3)
- Charles E. Smith Jewish Day School of Greater Washington (3)
- Combined Jewish Philanthropies (3)
- Fuchs Mizrachi School (2)
- Gross Schechter Day School (2)
- Jewish Community of Louisville (3)
- Jewish Federation of Greater Dayton (3)
- Jewish Federation of Omaha (3)
- Jewish National Fund, United States (3)
- The Negev Foundation (2)
- Yeshiva University (3)
- American Jewish Joint Distribution Committee
- The Federation, Jewish Communities of Western Connecticut
- International Fellowship of Christians and Jews
- Jewish Communal Fund – NY
- The Jewish Community Center of Greater Columbus
- Jewish Community Center of San Francisco
- Jewish Family & Career Services of Atlanta
- Jewish Federation of Cincinnati
- Jewish Federation of Orange County
- Jewish Federation of Rhode Island
- Jewish United Fund of Metropolitan Chicago
- MAZON: A Jewish Response to Hunger – CA
An active and healthy acquisition program means your house list stays ‘fit’ and is likely to be sought after by other mailers.
There are many reasons why your active donor or member file should be available for exchanges and rentals with other mailers.
Here are 6 really good reasons why you should have your list on the market:
- LOWER LIST COSTS: You have the ability to develop exchange relationships between your organization and the lists you are using, or plan to use, in prospecting. This cuts costs for acquisition since exchanges are far cheaper than rentals.
- RELATIONSHIP BUILDING THROUGH RENTALS: Making your file available for rental, in addition to exchange, allows you to maintain positive relationships with core lists, even when the exchange balance gets too high(and their available list universe too low) for you to allow additional exchanges.
- RENTAL INCOME: Renting your list generates extra income for your organization. We recommend keeping your fundraising rates low for your fellow nonprofits, but you can be institute more aggressive pricing for commercial entities. Rental pricing for nonprofits in general is a solid two digit number ($85 per thousand, for example). But when settling on a rate for commercial mailers, you have a bit more room to work with. Aim to never have less than three digits ($150 per thousand is a decent number).
- SAMPLES: These give you an upfront look into what your competitors and core continuation lists are mailing. When organizations approach you for a list rental, they have to submit a mail sample, which is a great way to get insight into their acquisition program. A sample tells you at least three things:
- What their control or test packages look like;
- What their potential donors respond to;
- What they are doing or testing that you may not be.
- TEST IDEAS: When new mailers within your core market ask to rent your list, it opens up the door to new test ideas. Out-of-market mailers using your file continuously could be a sign that you could test into that arena. For example, if The New Yorker keeps renting your file, take a look at their file and see if they have selects available for an intelligent test.
- YOU HAVE CONTROL: Don’t forget—you are in control! You decide who, when and how. No mailer can use your list without your approval. You have the ability to block dates, say no to packages that look too similar to your own, and deny requests all together. The power is in your hands.
Video is one tool in the non-profit tool box that can be used to raise awareness and even raise funds. Check out this video from Cisco and find out more!
This summer, Vivint, one of the largest home automation companies in North America, is giving away more than one million dollars to charities through its GiveBack Project.
We LOVE Vivint for it’s innovative approach to charitable giving.
We also LOVE AMIT. With 85 schools in 24 cities throughout Israel, AMIT sets the standard for quality education in Israel.
Now, you can help AMIT receive a grant of up to $250,000 from Vivint. Here’s how:
You can start voting today and continue voting once a day until August 27th.
Vote for AMIT early and often.